As U.S. privacy enforcement sharpens, consent banners alone are no longer enough—and regulators are making that clear. Ketch, the AI-powered privacy management company, has announced the general availability of Ketch Opt-Out Sync, a new capability designed to finally close one of the most persistent gaps in enterprise privacy operations: fragmented opt-out enforcement.

Opt-Out Sync extends Ketch’s Identity Sync framework, giving organizations a way to honor “Do Not Sell or Share” requests consistently across browsers, devices, and backend systems—without forcing consumers through repetitive forms or identity verification hoops.

Regulators Are Raising the Bar

Recent settlements involving companies such as Honda, Healthline Media, and Jam City have sent a strong signal from U.S. regulators: opt-out experiences must be frictionless, transparent, and comprehensive. Partial compliance—where some systems honor opt-outs while others quietly continue data sharing—is increasingly viewed as unacceptable.

Yet that partial enforcement remains common. Many organizations still rely on disconnected mechanisms that don’t talk to each other. A user may opt out via a consent banner, stopping browser-based tracking, while their data continues to circulate in CRM or email systems. In other cases, a webform opt-out flags backend records tied to an email address, but cookies, pixels, and ad trackers keep firing.

The result is growing compliance risk—and a failure to fully respect consumer intent.

From Front-End Signals to Back-End Enforcement

Ketch Opt-Out Sync is designed to eliminate these blind spots by connecting consent banners, DSR webforms, and backend systems into a single automated workflow. Built on Identity Sync, the system recognizes users across logged-in and logged-out states and applies opt-out choices everywhere data flows.

Crucially, this happens without requiring consumers to repeatedly identify themselves or submit multiple requests. One action is meant to govern all downstream use of their data.

What’s New Under the Hood

Ketch positions Opt-Out Sync as a shift from surface-level compliance to operational enforcement. Key capabilities include:

• Single-action opt-out enforcement, honoring “Do Not Sell or Share” requests without identity verification or repeat submissions

• Adaptive opt-out experiences, where forms dynamically adjust based on what the system already knows, minimizing unnecessary data collection

• Unified workflows for known and unknown users, eliminating parallel opt-out processes

• Automatically linked consent signals, ensuring banner choices and webform submissions stay in sync

• End-to-end, audit-ready enforcement, propagating opt-outs across CRM, CDPs, ad platforms, DSPs, and partners—with identity-based logs showing exactly how and where enforcement occurred

This approach reflects a broader industry realization: compliance isn’t just about collecting consent signals—it’s about enforcing them everywhere, consistently.

Why This Matters Now

As state-level privacy laws proliferate across the U.S., enforcement is becoming more aggressive and more technical. Regulators are no longer satisfied with symbolic compliance measures. They’re looking for proof that opt-outs actually stop data sharing across the full marketing and advertising ecosystem.

For brands, that means privacy tooling must integrate deeply with identity resolution, advertising infrastructure, and customer data platforms. Manual processes and siloed tools don’t scale—and they don’t stand up well in audits.

A Shift in Privacy Infrastructure

According to Max Anderson, Co-Founder of Ketch, the industry has focused too long on adding more banners and forms while leaving enforcement fragmented behind the scenes. Opt-Out Sync, he argues, flips that model by tying identity, consent, and enforcement together so a single opt-out actually governs how data is used everywhere it exists.

That framing aligns with a larger MarTech trend: privacy is becoming infrastructure, not just interface. Tools that can automate enforcement across increasingly complex data flows are quickly becoming essential—not optional.

For organizations under pressure to demonstrate real compliance, Ketch’s Opt-Out Sync positions itself as a practical answer to a problem regulators are no longer willing to overlook.

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