Ketch vs LiveRamp

Ketch Launches Iris Cohort-Based Cookie Scanner

Ketch, an AI privacy company, has made significant strides by both launching Iris, a patent-pending, cohort-based scanning algorithm, and being named a Leader in the inaugural 2026 Gartner Magic Quadrant for Privacy UX. Iris replaces legacy cookie-scanning methods by using AI-driven cohorting and signature-based grouping to cluster pages by observed tracker behavior, enabling automatic discovery, re-cohorting, and intelligent sampling. This innovation complements Ketch's platform, which unifies consent, rights, and marketing signals, providing enterprises with a permissioning infrastructure that turns consumer interactions into first-party data assets. The Gartner recognition highlights Ketch's furthest position in Completeness of Vision and highest in Ability to Execute, reflecting the industry shift towards connected privacy UX. CEO Tom Chavez emphasizes frictionless consent and privacy as a profit center, underscoring the company's forward-looking approach.

• Ketch unveiled Iris, a patent-pending, cohort-based scanning algorithm to replace legacy cookie scanning, using AI-driven clustering and signature-based grouping.
• Ketch named a Leader in the inaugural 2026 Gartner Magic Quadrant for Privacy UX, positioned furthest in Completeness of Vision and highest for Ability to Execute.
• Iris features include automatic discovery, re-cohorting, intelligent representative sampling, confirm-and-discover cycles, and hop-distance classification.

Netflix Launches Pixel; FTC Approves Publicis-LiveRamp Deal

Netflix introduced the Netflix Pixel, an add-on to its conversion API (CAPI) within the Netflix Ads Suite, to standardize lower-funnel conversion measurement and enable audience targeting. The company also added The Trade Desk as a DSP partner for programmatic buying of its inventory, starting next month, complementing existing integrations with Amazon DSP and Yahoo DSP. The announcements coincided with Netflix's Q3 earnings, which showed 12% year-over-year revenue growth but ad revenue growth below expectations. Separately, the FTC approved Publicis's acquisition of LiveRamp with conditions to preserve LiveRamp's neutrality, including firewall requirements and non-retaliation clauses. The acquisition date is still pending. The article also mentions Apple's WebKit plans to block web tracking, Salesforce's acquisition of Braze for $5.7 billion, and other industry news.

• Netflix unveiled the Netflix Pixel, an add-on to its conversion API (CAPI) in the Netflix Ads Suite.
• The Netflix Pixel standardizes conversion measurement and enables audience segmentation for targeting.
• Netflix added The Trade Desk as a DSP partner for programmatic ad buying, starting next month.

Declared Data Bridges Customer Personas and Media Buys

This AdExchanger content studio article, sponsored by Dynata, discusses the challenge of translating rich customer personas into actionable media targeting. Marketers develop detailed personas based on attitudes and motivations, but these often become reduced to basic demographics in DSPs. The article advocates using declared data from consumer research panels to build addressable audiences, which can be matched to pseudonymous identifiers and activated across DSPs, social platforms, and CTV. Dynata offers over 3,000 targeting segments built from 10,000+ profile variables, with syndicated audiences available through LiveRamp. Custom audiences can be created in 3-5 days. The piece emphasizes that declared data provides the 'why' behind consumer behavior, complementing behavioral signals for better precision and campaign optimization, without requiring new research for every campaign.

• Dynata maintains over 3,000 targeting segments built from more than 10,000 profile variables.
• Dynata's syndicated audiences are available through LiveRamp.
• Custom audiences using existing variables can typically be created in three to five days.

LiveRamp at Advertising Week New York 2026: Applying AI to the Future of Data Collaboration

New blog post added: LiveRamp at Advertising Week New York 2026: Applying AI to the Future of Data Collaboration (October 16, 2026).