New research

Is "dirty data" silently harming your AI initiatives?

This study uncovers a major threat to business AI initiatives: due to lack of proper technical controls, companies are populating AI models with dirty data.

What You'll Learn:

The scale of the dirty data crisis.
Across 100+ major websites, we found that 88% of companies fail to respect consumer data collection practices.

The impact of data collection on AI.
‍Learn how online data collection practices directly impact the data used in AI initiatives and models.

Essential steps to protecting your business.
Discover how to build trust and safeguard your business by aligning privacy-first data strategies with your techstack.

Complimentary research download:

We tested real data collection practices across 100+ top websites

This study evaluated data collection practices across 134 prominent U.S. websites including ecommerce, retail, media, and financial services brands. Together, these sites account for over 1.7 trillion data collection events per month.

The research focused on answering a simple question: when users opt out of data collection, is their choice respected? We deployed advanced browser simulation technology to collect real visitor data.

Key findings:

55%

Of all data collected online is used for marketing and personalization projects–but 88% of companies fail to respect consumer preferences for collection.

215

billion

Dirty data events occur every month across the 134 websites we tested.

When data is collected without proper consent, it creates “dirty data” that flows directly into AI systems.

About Ketch

Ketch is redefining responsible data use for the AI era.

The Ketch Data Permissioning Platform helps brands collect, control, and activate permissioned, privacy-safe data across every device, system, and third-party app.

Brands use Ketch to simplify privacy and consent operations, increase revenue from advertising, data, and AI initiatives, and build trust with customers and partners.