New capabilities help brands operationalize compliance with VPPA, CIPA, and age-gating pain points

Deliver contextual consent experiences beyond legacy cookie banners

Ketch, a Data Permissioning Platform for privacy operations and data activation, today announced the availability of new compliance solutions for age-gating and video consent, powered by the company’s Progressive Consent technology.

As regulators increase enforcement and lawsuits mount, privacy compliance in the U.S. is entering a new era. States are advancing age-appropriate design laws and tightening consent requirements for minors, while plaintiffs’ attorneys accelerate litigation under wiretapping and video privacy laws like CIPA and VPPA. Static, check-the-box cookie banners are not sufficient for modern, data-driven privacy demands. Brands need contextual solutions that adapt to users, content, and jurisdictions in real time.

These new Ketch capabilities equip legal and privacy teams with the dynamic consent tooling needed to move beyond one-size-fits-all banners and meet today’s privacy requirements with precision.

“Cookie banners are dying,” says Max Anderson, Co-founder and Head of Product at Ketch. “Not just because they’re clunky or ignored, but worse: they can’t meet modern data privacy needs. From video-specific consent to age-based experiences, compliance now demands contextual tooling that adapts to content, user, and risk.”

For age-gating, Ketch provides:

• Flexible methods for capturing user age: full date of birth, age bands, or inferred signals
• Dynamic opt-in/opt-out logic that adjusts by jurisdiction and age threshold
• Personalized experiences and disclosures based on age group
• Centralized rule control for evolving policies without re-engineering

For video consent, Ketch enables:

• In-player consent capture before playback or tracking
• Context-sensitive logic that triggers only when necessary
• Logging and audit trails tied to consent and user interactions
• Adaptive rules based on content type, platform, and location

Following its launch of Progressive Consent for marketing use cases, Ketch is now extending the product’s utility to privacy use cases – enabling fast-moving, high-fidelity consent management aligned to modern risk.

“Ketch Progressive Consent is built on a rich foundation of integrations, identity resolution, and dynamic rule logic,” added Anderson. “That’s what allows us to move fast and solve these complex use cases — and why no one else is delivering this level of fidelity.”

Age-gating and video consent capabilities are available today for all Ketch Progressive Consent customers. For more information on these updates, click here.

About Ketch

Ketch is redefining responsible data use for the AI era. The Ketch Data Permissioning Platform is the new layer of business technology that helps brands collect, control, and activate permissioned, privacy-safe data across every device, system, and third-party app. Brands around the world use Ketch to simplify privacy and consent operations, increase revenue from advertising, data, and AI initiatives, and build trust with customers and partners. Learn more at ketch.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250924151272/en/