Observed Signal · Jul 28, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Consent Management Platform (Privacy) Market: Ketch Launches Iris Cohort-Based Cookie Scanner
Ketch, an AI privacy company, launched Iris, a patent-pending, cohort-based scanning algorithm designed to replace legacy cookie-scanning approaches. Iris uses AI-driven cohorting and signature-based grouping to cluster pages by observed tracker behavior rather than URL structure, enabling automatic discovery and re-cohorting as new page types or tests appear. The algorithm offers intelligent representative sampling, confirm-and-discover cycles that compound coverage over time, and hop-distance classification to distinguish first-party tags from downstream vendor trackers. Ketch positions Iris as a more stable, defensible approach to scanning that reduces reliance on random sampling and costly exhaustive scans, aimed at privacy and engineering teams managing web trackers and disclosures.
This product launch introduces a new, AI-driven approach to cookie/tracker scanning that could improve privacy risk assessments and disclosure accuracy for privacy and engineering teams, but it is a vendor-level technical release rather than a platform-wide policy change.
Key Takeaways & Evidence Grounding
- Ketch unveiled Iris, a patent-pending, cohort-based scanning algorithm to replace legacy cookie scanning approaches.
- Iris applies AI-driven clustering to group pages by tracker behavior and deliver a complete view of cookies and trackers on a digital property.
- The algorithm includes signature-based cohorting, automatic discovery and re-cohorting, intelligent representative sampling, confirm-and-discover cycles, and hop-distance classification.
- Max Anderson is quoted as Co-founder and Head of Product at Ketch describing Iris and its benefits.
- The article was published on 2026-07-28.
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