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.
Free report
What you'll learn
- The scale of the dirty data crisisAcross 100+ major websites, we found that 88% of companies fail to respect consumer data collection practices.
- The impact of data collection on AILearn how online data collection practices directly impact the data used in AI initiatives and models.
- Essential steps to protecting your businessDiscover how to build trust and safeguard your business by aligning privacy-first data strategies with your techstack.
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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.
- 55%
- Of all data collected online is used for marketing and personalization projects
- 215 billion
- Dirty data events occur every month across the 134 websites we tested
- 88%
- Of companies fail to respect consumer preferences for collection
About Ketch
Ketch is redefining responsible data use for the AI era.
The Ketch 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.
4.8/5 on Gartner
Gartner Peer Insights rating. Top rated consent management platform.
4.6/5 on G2
170+ verified reviews from privacy, security, and marketing teams.
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Your AI initiatives are only as strong as the data they’re built on
Download the full report to learn how data collection practices impact downstream initiatives, and take the steps to protect your business.