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4 min read
Last updated
March 20, 2025
🆕 Progressive Consent: your smarter, more engaging approach to data permissions
Ketch makes consent banner set-up a breeze with drag-and-drop tools that match your brand perfectly. Let us show you.
The typical website cookie banner experience can feel like a bad pop-up ad from the early 2000s—intrusive, annoying, and universally ignored. Users mindlessly click “accept” or “reject” just to get to the content they actually want, not truly understanding what they’ve agreed to or declined. Brands walk away with half-baked data that’s neither useful nor truly permissioned.
The result? As we like to call it at Ketch, it's a “Hollywood facade” of privacy. As Lina Khan put it at a recent IAPP Global Privacy Summit, it's a “gate” that consumers simply swat away to get where they’re going. Businesses pretend they have meaningful user consent, and consumers, well... they just keep clicking.
But there's good news: collecting consumer consent doesn’t have to be a nuisance. When done right, it’s an opportunity—one that builds trust, enhances experiences, and fuels high-quality, permissioned data collection for AI, personalization, and marketing initiatives.
We're thrilled to announce the launch of Ketch Progressive Consent—a new approach that embeds privacy choices directly into user journeys. No more clunky banners! Just smart, relevant, and actionable consent for businesses and consumers.
For years, brands have relied on outdated, one-size-fits-all consent experiences:
But let’s cut brands some slack. This isn’t entirely their fault. The labyrinth of privacy regulations has nudged them into this corner.
The cookie banner started with the European Union’s ePrivacy Directive—aka the “cookie law.” Passed in 2002 and later amended, this regulation required user consent for storing or accessing information on their devices. With the later arrival of GDPR, consent requirements became even stricter, and the easiest way to notify consumers of their rights? A cookie banner on the homepage.
Fast forward to the U.S., where privacy laws like CCPA/CPRA in California—and many more U.S. states—have pushed companies to adopt cookie banners as a default notice mechanism. Technically, these laws don’t require them, but brands use them anyway because they’re the simplest way to provide notice to consumers and signal compliance.
The problem? These banners often fail to collect meaningful consent choices. Modern consumers are conditioned to accept/reject with little comprehension of their contents. Just a compliance-driven interruption that annoys users and checks a legal box.
Brands need a better way to ask for permission—one that fits naturally within digital interactions.
Imagine a world where consent isn’t a disruption—it’s a seamless, embedded experience.
Instead of bombarding users with rigid banners, Ketch Progressive Consent weaves privacy choices into natural interactions. It adapts to context, personalizes requests, and optimizes for engagement—all while ensuring regulatory compliance and responsible data collection.
We know privacy is a team sport. One of the most important lines of communication is between marketing and legal teams. Progressive Consent is for marketing and legal teams that need to achieve their respective goals of increasing revenue and managing risk, without compromising each others' priorities. It not only transforms consent strategy, it fosters critical cross-team collaboration.
Here’s how it works.
Ketch Progressive Consent is available now, bringing a fresh approach to permissioned data collection. No more clunky banners or blind opt-ins—just seamless, intelligent consent experiences that drive engagement and build trust.
Here are the four key capabilities that make it a game-changer:
Most consent experiences operate on a simple, rigid rule: show a banner the moment a user lands on a website and hope for the best. But this approach fails to recognize two critical factors: who the user is and what they’re doing in the moment. That’s where Ketch Progressive Consent changes the game.
Ketch uses real-time behavioral signals and context-aware logic to determine the optimal moment to request permission. Instead of static, one-size-fits-all banners, Ketch dynamically delivers contextual and predictive consent prompts based on user engagement and intent.
Here’s how it works:
Contextual consent ensures privacy choices align with what a user is actively doing. Instead of a generic pop-up, consent requests are embedded into natural interaction points:
Predictive consent analyzes historical engagement patterns to anticipate when a user is most likely to give meaningful permission. For example, a visitor who has returned to the same product page multiple times might see a tailored request to receive updates.
By combining contextual awareness with predictive intelligence, Ketch ensures that consent isn’t just a compliance necessity—it’s an intuitive, user-friendly experience. The result? Less friction, higher opt-in rates, and stronger permissioned data for businesses.
One-size-fits-all consent is dead. Ketch Progressive Consent lets brands customize privacy experiences based on:
This means every user sees the right consent request, at the right time, in the right way—maximizing engagement while staying compliant.
Consumers aren’t opposed to sharing their data—when it benefits them. They do it when there’s a clear value exchange.
In a recent study we performed with IPG MAGNA—The Person Behind the Data—we revealed that 83% of consumers recognize the benefits of sharing data with brands under the right conditions, such as when they want to learn about new products. However, 82% of consumers are highly concerned about how their data is collected and used, with 57% worrying that brands might use their data beyond intended purposes.
Ketch Progressive Consent addresses these concerns by helping marketing and privacy stakeholders transparently connect data permissions to tangible benefits. For example, use Ketch to:
No tricks, no underhanded asks—just clear, upfront choices that benefit both users and businesses. Best of all, offering context-aware value exchanges increases opportunities for brands to collect valuable third party data. When it comes to data sharing, we believe honesty is the best policy: for brand data strategies, for consumer trust, AND for regulatory compliance.
By aligning data collection with user incentives, brands can enhance user experiences and build richer permissioned data assets.
Today's consent banner experiences are often static. Dynamic experiences extend only as far as location, serving minor variations across different jurisdictions to comply with different privacy regulations. That kind of customization checks legal compliance requirements, but what about consumer preferences? Hardly.
Ketch Progressive Consent gives marketers the tools to test dynamic consent experiences in the same ways they test marketing communications offers:
With Progressive Consent, brands are no longer stuck in old, rigid models for consent collection. Consent becomes a lever for personalization and first-party data collection alongside other marketing tools.
Ketch Progressive Consent is built on a foundation that makes enterprise privacy operations seamless. The Ketch Data Permissioning Platform is purpose-built for the complex regulatory environment, and Progressive Consent customers will benefit from all the things that make Ketch an excellent privacy management software choice for modern, data-driven brands:
The era of clunky, static consent experiences is over. Brands that prioritize transparent, user-friendly privacy experiences will be the ones that thrive in the AI-driven future. With Ketch Progressive Consent, you can:
✅ Build trust with users
✅ Collect high-quality, permissioned data
✅ Stay compliant while maximizing engagement
Progressive Consent is available now for public release. Contact us start transforming your data collection strategy today.
