Navigating Opt-Out Challenges and Strategies for Getting It Right

Max Anderson is a seasoned product executive with a proven track record of bringing successful technology products to market in the consumer privacy, data management, and marketing space. Prior to Ketch, Max was the Director of Product Management at Krux. After joining Salesforce as part of the Krux acquisition, Max ran data privacy and consumer identity products at Salesforce, including the rollout of their industry-leading GDPR solution set. Prior to Krux, Max was a Product Manager at IPG Mediabrands, where he was responsible for multiple successful advertising measurement products. In this episode… Getting consent and opt-out compliance right requires more than adding a cookie banner or standalone webform. It requires consent tools, consumer identifiers, and downstream third-party systems to work in concert. Regulators are looking closely at whether a consumer's choice follows them across devices, browsers, and the systems where their data is collected and used. When those pieces do not connect, an opt-out can be incomplete, putting companies at risk of regulatory enforcement. So, what does it take to build a complete and compliant consumer opt-out experience?  Identity management is central to effective consent and opt-out compliance because consumer choices need to be honored at the person level, across devices and browsers. Privacy rights forms and consent tools also need to connect, so an opt-out request reaches the CMP controlling tag firing on the site. When data has moved to third-party advertising and marketing vendors, companies need to understand whether they can flow that opt-out downstream. Yet many third-party platforms do not provide privacy APIs or consent-related controls, and building integrations with them can be challenging. Companies should test the process by submitting an opt-out through the webform, returning to the website, and checking whether browser data collection events still happen that could facilitate cross-context behavioral advertising.  In this episode of She Said Privacy/He Said Security, Jodi and Justin Daniels talk with Max Anderson, Co-founder and Head of Product at Ketch, about navigating consent and opt-out compliance gaps. Max explains why identity management matters when honoring consumer choices across devices and browsers, and how disconnected privacy rights forms and consent tools can leave opt-outs incomplete. He also describes the challenges companies face when flowing opt-outs down to third-party advertising and marketing vendors and shares practical steps companies can take to assess vendor controls, cross-device exposure, and the areas that may create enforcement risk.