Ketch Launches Data Sentry, Industry’s First Frontend Data Map for Detecting Privacy Vulnerabilities
New “privacy pentest” solution replaces cookie scanning with comprehensive website data collection monitoring and diagnostics capabilities
SAN FRANCISCO--(BUSINESS WIRE)--On April 22, 2025, Ketch, the Data Permissioning Platform for privacy operations and data activation, launched Data Sentry, the industry’s first frontend data map designed to detect website privacy risks. This innovative solution aims to provide privacy and security teams with real-time visibility into website data flows, helping to pinpoint hidden vulnerabilities before they escalate into lawsuits or regulatory actions.
In recent years, the landscape of data privacy has become increasingly complex. Many businesses find themselves lacking visibility into the total scope of data collection occurring on their websites and digital properties. According to industry reports, hundreds of demand letters are sent each month by plaintiffs' attorneys, alleging violations of laws such as the California Invasion of Privacy Act (CIPA) and the Video Privacy Protection Act (VPPA). These claims often stem from invisible or misconfigured data collection practices, including tracking pixels that activate after a user opts out or sensitive data being shared without proper consent.
Without comprehensive visibility into their data practices, companies risk being blindsided by these legal challenges. Current solutions in the market have proven inadequate. While cookie scanning focuses solely on monitoring cookies, and code scanning provides some additional data, the majority of website data collection happens within website scripts and third-party SaaS configurations—areas that are not visible in the code.
Data Sentry addresses this gap with its cutting-edge technology that employs real-time network traffic scanning and analysis across frontend data flows. This approach provides a robust map of data collection, transfers, and prioritized risks.
Some key capabilities of Data Sentry include:
- Detecting Sensitive Data Transfers to Third Parties: The tool analyzes network traffic—the actual packets leaving a website—to reveal precisely what data is being collected and where it is being shared, both with authorized and unauthorized third parties, including sensitive information.
- Validating Consumer Opt-Out Compliance: Data Sentry identifies which trackers or tags continue to operate after consumers opt out, flagging unauthorized data collection practices such as data still being sent to third-party advertising platforms or social networks.
- Verifying IAB Signal and String Passing: The tool confirms that consent signals are properly passed through the entire adtech chain, flagging vendors who fail to respect user consent preferences.
Tom Chavez, co-founder and CEO of Ketch, emphasized the need for this type of monitoring in today's regulatory environment. “Cookie scanning had its heyday, but modern regulations and data collection practices demand broader, deeper monitoring and diagnostics capabilities,” he stated. “Data Sentry provides privacy and security teams with a clear view into exactly what regulators and plaintiffs’ attorneys scrutinize on their websites. Think of it as your ‘frontend data map’—a privacy pentest that identifies vulnerabilities before they become liabilities.”
Data Sentry is available now for companies seeking comprehensive data collection visibility to safeguard against regulatory investigations and demand letters from plaintiffs’ attorneys. As organizations navigate the complexities of data privacy, solutions like Data Sentry are becoming essential tools for compliance and risk management.
Ketch is at the forefront of redefining responsible data use for the AI era. Its Data Permissioning Platform serves as a new layer of business technology that helps brands collect, control, and activate permissioned, privacy-safe data across every device, system, and third-party application. Brands worldwide rely on Ketch to simplify privacy and consent operations, enhance revenue from advertising, data, and AI initiatives, and build trust with their customers and partners.
For more information about Data Sentry and Ketch’s offerings, visit ketch.com.
