Ketch Launches ‘Opt-Out Sync’ to Deliver Unified, Cross-Channel Do Not Sell Compliance

New capability extends Ketch Identity Sync to ensure consumer opt-out choices are enforced across web, mobile, backend systems, and downstream ad platforms

SAN FRANCISCO--(BUSINESS WIRE)--Ketch, the AI Privacy Company, today announced the general availability release of Ketch Opt-Out Sync, a major extension of the company’s Identity Sync framework. Opt-Out Sync gives businesses an automated way to enforce consumer “Do Not Sell or Share” choices across every device, browser, and system where personal data is used.

In recent settlements involving Honda, Healthline Media, and Jam City, U.S. privacy regulators have signaled a clear standard: the consumer opt-out experience must be frictionless, transparent, and comprehensive. Yet many organizations still rely on disconnected mechanisms that result in partial enforcement. These include:

• When a consumer opts out via a consent banner, browser tracking may stop while their data in backend systems (such as CRM or email platforms) remains untouched.
• When a consumer opts out through a webform, backend records associated with user email may be flagged, but browser cookies, pixels, and trackers continue firing.

These fragmented experiences introduce compliance risk as enforcement accelerates across the United States. Worse, they fail to fully respect consumer data sharing preferences.

Ketch Opt-Out Sync: single-step, comprehensive opt-out enforcement

Ketch Opt-Out Sync closes these gaps by connecting CMP banner interactions, DSR webform submissions, and backend enforcement into an automated, unified workflow. Built on the Ketch Identity Sync framework, Opt-Out Sync recognizes consumers across logged-in and logged-out states, devices, and systems: applying the opt-out choice everywhere data flows, without forcing identity verification or duplicative workflows.

Key innovations in Ketch Opt-Out Sync include:

• Single-action opt-out enforcement: Honor “Do Not Sell or Share” requests from one consumer action, without requiring identity verification or repeat submissions.
• Adaptive opt-out experiences: Dynamic forms adjust based on context, reducing unnecessary data collection for known users, such as email addresses.
• Unified workflows for all users: One connected opt-out workflow for both known and unknown users, eliminating separate Do Not Sell processes.
• Automatically linked consent signals: Native connection between consent banners and webforms ensures opt-out choices are recognized and enforced consistently.
• End-to-end enforcement with audit-ready proof: Backend and downstream updates across CRM, CDP, advertising, and partner systems (including identity resolution providers and DSPs), supported by identity-based logs showing how and where each opt-out was enforced.

“The industry has spent years adding more banners and forms, while opt-out enforcement remained fragmented behind the scenes,” said Max Anderson, Co-Founder of Ketch. “Ketch Opt-Out Sync is different. It connects identity, consent, and enforcement so a single opt-out actually governs how data is used everywhere it exists.”

Ketch Opt-Out Sync is available today. To learn more and see the product tour, click here.

About Ketch

Ketch is the AI Privacy Company. The Ketch Platform helps businesses collect and use people’s data responsibly: respecting consent and preferences, meeting privacy requirements, and ensuring all data is AI-ready. Brands around the world use Ketch to reduce risk, enable data-driven growth, and build trust with customers. Learn more at ketch.com.