Ketch, the privacy‑focused firm that markets itself as an AI Privacy Company, announced a suite of new capabilities for its Marketing Preference Management (MPM) solution. The enhancements are designed to give enterprise marketers a more reliable way to collect, harmonize and activate zero‑party data—information that consumers deliberately share—while maintaining strict consent and preference controls across a fragmented martech landscape.
The problem: fragmented consent and dwindling relevance
Artificial intelligence has accelerated the demand for high‑quality, first‑party signals, yet many brands still wrestle with disjointed systems that store consent, preferences and customer attributes in silos. When a cookie banner or a preference center operates in isolation, the data it gathers often never reaches the activation platforms that power personalization. The result is a paradox: marketers have more tools than ever to target audiences, but the underlying data is either incomplete or out‑of‑sync, leading to missed opportunities and a decline in engagement.
Ketch’s latest iteration of MPM attempts to close that gap by treating permissioning as a continuous, cross‑channel capability rather than a one‑off compliance checkbox.
What’s new: a four‑pronged upgrade
- Zero‑Party Data Enablement The platform now supports “progressive, permissioned profiling,” allowing brands to prompt users for high‑value details—such as product preferences, purchase intent or lifestyle information—through dynamic experiences. By framing these prompts as part of the consent journey, marketers can capture richer data without sacrificing trust.
- Data Harmonization Ketch claims its orchestration engine can automatically synchronize consent statuses, communication preferences and customer attributes across all connected activation points, including AI models and analytics pipelines. The goal is to keep every downstream system aligned with the latest user choices, reducing the risk of contradictory data sets.
- Enterprise‑Grade Preference Center The updated preference center offers a “pixel‑perfect” interface that merges privacy controls, communication settings and personalization options into a single, highly customizable UI. According to Ketch, the design can be branded to match a company’s visual identity while still delivering the granular controls required by regulations such as regulations such as GDPR and CCPA.
- Plug‑and‑Play Deployment Recognizing that many enterprises lack the engineering bandwidth for deep integrations, Ketch introduced native connectors for major martech platforms—including Salesforce, Segment and Braze. The connectors are marketed as “streamlined” and “lightweight,” promising a faster rollout without extensive custom development.
Why it matters for marketers
“The consent moment is one of the most overlooked pieces of digital real estate,” said Tom Chavez, Ketch’s co‑founder and chief executive officer. “A cookie banner isn’t just a compliance requirement – it’s an opportunity to engage with a prospective customer. We built Marketing Preference Management so brands can converge consent and preference experiences into opportunities for permissioned, zero‑party data capture to fuel AI, growth, and customer engagement initiatives.”
The quote underscores a shift in how marketers view privacy prompts: from a regulatory hurdle to a strategic touchpoint. By embedding data capture directly into consent dialogs, brands can potentially increase the volume and quality of zero‑party data—information that is inherently more reliable than inferred or third‑party signals.
From a business perspective, the ability to feed clean, consent‑verified data into AI engines could improve model accuracy, reduce bias, and ultimately boost conversion rates. Moreover, the unified view of preferences helps avoid the common pitfall of sending unwanted communications, which can erode brand trust and trigger regulatory penalties.
Industry context: privacy meets personalization
The launch arrives at a time when privacy regulations are tightening worldwide, while AI‑driven personalization is becoming a competitive differentiator. Companies that rely on third‑party cookies are already scrambling to replace those signals with first‑ or zero‑party data. At the same time, the martech stack has ballooned into a complex web of CDPs, DMPs, email service providers and analytics tools—all of which need consistent consent data to function responsibly.
Ketch’s approach mirrors a broader industry trend toward “privacy‑by‑design” platforms that embed consent logic into the data pipeline rather than treating it as an add‑on. Competitors such as OneTrust and TrustArc have long focused on compliance dashboards, but few have marketed an end‑to‑end solution that directly feeds permissioned data into activation channels.
Voices from the ecosystem
Jon Suárez‑Davis, chief strategy officer at Transparent Partners, echoed the sentiment that existing consent tools lag behind activation needs. “Marketing teams have spent the last decade building increasingly sophisticated ways to activate customer data, but the systems for managing consent and customer preferences still aren’t connected to the channels and platforms where activation happens,” he said.
Suárez‑Davis’s comment highlights a pain point that has persisted despite the proliferation of consent management platforms: the disconnect between privacy compliance and real‑time personalization. By positioning its MPM product as a bridge between the two, Ketch is attempting to occupy a niche that many enterprises find difficult to navigate.
Potential impact on revenue and growth
While Ketch has not disclosed specific financial projections, the company suggests that the new MPM capabilities could translate into higher engagement metrics and, by extension, revenue growth. The logic is straightforward: when marketers have access to accurate, permissioned data, they can tailor offers more precisely, reduce churn from unwanted communications, and improve the overall customer experience.
In practice, the benefit will depend on how quickly enterprises can integrate Ketch’s connectors into existing workflows and how effectively they can design progressive profiling experiences that encourage users to share meaningful data. Early adopters may also gain a competitive edge by demonstrating compliance transparency—a factor that increasingly influences purchasing decisions in B2B environments.
Availability and next steps
Ketch announced that the upgraded Marketing Preference Management solution is available immediately. Prospects interested in a demonstration or a deeper technical briefing can request more information through the company’s website.
Bottom line
Ketch’s refreshed MPM platform attempts to solve a longstanding friction point in the martech ecosystem: the misalignment between consent management and data activation. By offering a unified, AI‑ready framework for collecting and synchronizing zero‑party data, the company hopes to enable marketers to turn regulatory requirements into growth opportunities. Whether the solution lives up to its promise will hinge on real‑world integration speed, the quality of progressive profiling tactics, and the willingness of enterprises to treat consent moments as strategic engagement points rather than mere checkboxes.
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