Episode
Navigating Opt-Out Challenges and Strategies for Getting It Right
- Published
- May 21, 2026
- Duration seconds
- 1900
- Processing state
not_requested
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Summary
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 t…