Ketch Introduces Dynamic Consent Controls to Address Children’s Privacy and Wiretapping Litigation Challenges

Ketch, a Data Permissioning Platform for privacy operations and data activation, announced the availability of new compliance solutions for age-gating and video consent, powered by the company’s Progressive Consent technology.

As regulators increase enforcement and lawsuits mount, privacy compliance in the U.S. is entering a new era. States are advancing age-appropriate design laws and tightening consent requirements for minors, while plaintiffs’ attorneys accelerate litigation under wiretapping and video privacy laws like CIPA and VPPA. Static, check-the-box cookie banners are not sufficient for modern, data-driven privacy demands. Brands need contextual solutions that adapt to users, content, and jurisdictions in real time.

Marketing Technology News: MarTech Interview with Miguel Lopes, CPO @ TrafficGuard

These new Ketch capabilities equip legal and privacy teams with the dynamic consent tooling needed to move beyond one-size-fits-all banners and meet privacy requirements with precision.

“Cookie banners are dying,” says Max Anderson, Co-founder and Head of Product at Ketch. “Not just because they’re clunky or ignored, but worse: they can’t meet modern data privacy needs. From video-specific consent to age-based experiences, compliance now demands contextual tooling that adapts to content, user, and risk.”

Marketing Technology News: BambooHR and Marketing Architects Launch First National TV Campaign to Build Brand Visibility

For age-gating, Ketch provides:

• Flexible methods for capturing user age: full date of birth, age bands, or inferred signals
• Dynamic opt-in/opt-out logic that adjusts by jurisdiction and age threshold
• Personalized experiences and disclosures based on age group
• Centralized rule control for evolving policies without re-engineering

For video consent, Ketch enables:

• In-player consent capture before playback or tracking
• Context-sensitive logic that triggers only when necessary
• Logging and audit trails tied to consent and user interactions
• Adaptive rules based on content type, platform, and location

Following its launch of Progressive Consent for marketing use cases, Ketch is now extending the product’s utility to privacy use cases – enabling fast-moving, high-fidelity consent management aligned to modern risk.

“Ketch Progressive Consent is built on a rich foundation of integrations, identity resolution, and dynamic rule logic,” added Anderson. “That’s what allows us to move fast and solve these complex use cases — and why no one else is delivering this level of fidelity.”