MarTech Interview with Jonathan Joseph, Head of Solutions @ Ketch

Jonathan Joseph, Head of Solutions at Ketch talks about the basics of consent management in marketing and how Ketch’s recent innovations can power these processes:

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Hi Jonathan, tell us about yourself and your role at Ketch. 

I’m Jonathan Joseph, Head of Solutions at Ketch.

We’d love to hear about Ketch’s latest product enhancement and how it will help the end user experience. 

The issue is that cookie banners are boring and annoying, and people flick them away to get to the content behind it. It’s not “informed consent.”

At Ketch, we’re trying to solve two challenges:

How do marketers share how they are using data, in a transparent way that builds trust.

Secondly, how do you make it easy for brands to access the latest technology for building these experiences, that are not disruptive to the customer journey. (Marketers and brands have carefully curated customer journeys, let’s not mess with that. Instead, provide easy to use builders that build trust and enhance the experience.)

To address these challenges, we’ve officially released Ketch Privacy Experiences, which introduces 400+ no-code configuration options for the customization of frontend cookie banners, consent modals, and privacy preference centers. Ketch Privacy Experiences makes it easy for non-technical teams to build, design, and deploy customized, responsive consumer experiences for privacy and consent requirements, all without any technical skills.

Identity is important. People don’t show up as single entities on the internet, they show up as a collection of devices and channels. (id for this, ID for that.. For a cohesive experience that eliminates consent fatigue and treats people as people you X.

All experiences can be deployed automatically across multiple devices, channels, and jurisdictions, ensuring the right experience is served to the right visitor every time.

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If you had to share five fundamentals that every marketer and advertiser should have as a base to ensure optimum consent management in their process, what would they be? 

1. Easy to deploy and jurisdictionally aware
2. Identity – an ability to connect a consumer’s digital identifiers across touchpoints and systems
3. Transparent, easy to understand privacy language (no legal jargon!)
4. Respect choices. When someone makes a consent choice, connect the signal downstream in adtech/martech systems
5. Think about trust and responsible data collection as your north star. Today’s investments will yield fruit / ROI with consumers growing awareness of the data rights. You don’t want to be on the wrong side of that trend.

What are some of the biggest challenges surrounding consent management today for digital marketers and advertisers? 

• Fragmented, changing regulatory landscape is hard to keep pace with
• Balancing consent notice/banner requirements with website performance and usability
• Connecting people’s consent choices to data in martech stack

How can martech users use better marketing ops tactics to tighten consent processes: tips that help that are often missed

• “Consent” takes many forms. Think about it as “permission”. Notice / disclosure, opt-out are all “permissions”, it’s not just about opt-in consent.
• Apply dynamic, “just in time” consent to deliver best user experience; for example, aligned to user behavior. Something about more first party data.
• A/B test different consent banner designs and messages to find the most effective approach for obtaining user consent.
• Downstream orchestration–ensure consent signals are passed to adtech/martech systems.
• Implement data minimization principles by collecting only the data necessary for specific purposes. This reduces the risk of non-compliance and enhances user trust

Can you comment on the future of digital marketing, martech, and advertising and how consent management will play a bigger role in shaping future trends

Permission and responsible data practices are key. Both in the eyes of the consumer and a brand’s relationship with them, and in the eyes of regulators who are keeping a close eye on what they call “commercial surveillance”, which we just call “advertising”.

Ethical personalization will be important – shaping consumer recommendations based on permissioned data access, granted by them. Consent mechanism will be required to inform this permissioned data ecosystem

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