Grindr Rolls Out New Consent Management for Ad Personalization

Grindr has announced the rollout of a new Consent Management Platform (CMP) powered by Ketch, allowing free users to have more control over the types of ads they see on the app. This update is part of the platform’s broader commitment to privacy and transparency, giving users a clearer choice between personalized and non-personalized advertising.

Grindr states that over 90% of its users engage with the free, ad-supported version of the app. Those who choose not to consent to personalized ads will still see advertisements, but they may be less relevant to their interests. The new CMP will also allow users to review and update their ad preferences at any time via the Consent Preference Center in the app’s settings.

The transition to Ketch’s CMP was first mentioned in August 2024, and Grindr is now implementing it to enhance user experience while maintaining strict privacy safeguards. Free users who opt into personalized ads will receive ads tailored to general location (city-level) or profile interests, such as promotions for local LGBTQ+ events. However, Grindr emphasizes that sensitive data – such as chat messages, HIV status, or health-related information – will never be shared with advertisers.

According to Grindr, the move to Ketch’s platform ensures a seamless, mobile-native experience for users managing their advertising choices. The platform also includes automation features designed to uphold privacy standards while enabling better ad targeting for those who opt in. While this may not be a major feature for some users, having more freedom to control the ads you see can be important – especially on platforms meant for the LGBTQ+ community.