Consent Orchestration
Restricts the collection and sharing of personal information for a person once they've opted out; this action is irreversible on LiveIntent's side.
Ketch and LiveIntent
Enforce consent and deletion for an identifier network that runs on hashed email, with the jurisdiction distinction LiveIntent itself builds around.
About LiveIntent
LiveIntent targets advertising within email newsletters using a unique identifier tied to hashed email addresses, reaching audiences across a network of publishers. LiveIntent treats EU and US data differently at the platform level, restricting ad serving more aggressively for EU privacy jurisdictions than for US ones. That distinction matters for how consent gets enforced, not just recorded.
Ketch connects to LiveIntent to handle both consent restriction and deletion, respecting that jurisdictional difference.
Capabilities
How Ketch works with LiveIntent
The Ketch LiveIntent integration covers Consent Orchestration and Rights Orchestration (Right to Delete).The connection itself is configured around jurisdiction: an account is set up as EU_PRIVACY or US_PRIVACY. Under EU_PRIVACY, LiveIntent applies stricter limitations and, if a restrict flag is applied, serves no ads at all within the EU. Under US_PRIVACY, direct and house ad campaigns can still serve even without user segment information.
Rights Orchestration
Right to Delete removes previously collected personal information for a data subject.
With Ketch, teams can
- Restrict data collection and sharing for LiveIntent the moment someone opts out, matched through hashed email identifiers
- Fulfill deletion requests against previously collected LiveIntent data
- Configure the connection's jurisdiction (EU_PRIVACY or US_PRIVACY) to match how LiveIntent itself treats regional data differently
The gap
The problem this integration solves
LiveIntent operates primarily in the US and Canada but still has to account for EU data under a meaningfully different set of rules. That creates real complexity:
01. A consent restriction has real, irreversible consequences on LiveIntent's platform, which means it needs to be triggered accurately and not left as a manual, error-prone step
02. Treating EU and US data the same way misses LiveIntent's own jurisdictional handling, which applies materially stricter limitations to EU data
03. Email-based identifier networks accumulate matched data continuously, so a deletion request needs an actual mechanism to reach previously collected data, not just stop future collection
Ketch resolves this by tying the connection's configuration directly to the jurisdiction it needs to respect, and by giving both consent restriction and deletion a real, connected mechanism rather than a manual request to LiveIntent's account team.
Why Ketch
Why teams choose Ketch for LiveIntent privacy compliance
Permissioning infrastructure that governs LiveIntent the same way it governs every other system in your stack — not a one-off connector bolted onto a banner.
Jurisdiction-aware by design
The connection itself is configured for EU_PRIVACY or US_PRIVACY, matching how LiveIntent's own platform already treats those regions differently rather than applying one rule everywhere.
Deletion that reaches data already collected
Right to Delete doesn't just stop future collection; it removes personal information LiveIntent already holds.
Backed by enforcement precedent
The California Attorney General reached a $1.55 million settlement with Healthline Media over sharing sensitive data with advertisers without valid consent, a reminder that identifier-based ad networks carry real exposure when consent restriction isn't enforced accurately.
Questions about the LiveIntent integration
Related reading
Expert insights for teams connecting LiveIntent
Integrations
Pre-built APIs with 1,000+ systems, apps, and models
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