In the modern marketing landscape, the most valuable currency is trust. As organisations shift away from fragmented, legacy tools toward AI-driven systems, the challenge isn’t just about collecting data—it is about governing it effectively. For the fourth consecutive year, OneTrust has been recognised by Snowflake as a Leader in the Privacy and Consent category within The Modern Marketing Data Stack 2026: Governing the Agentic Enterprise. This recognition underscores a fundamental industry truth: governance is no longer a roadblock to innovation, but the very foundation that makes scalable, accountable AI possible.
The Core Governance Platform
At the centre of this recognition is the OneTrust platform, which now processes approximately two billion consent transactions daily. In an environment where third-party data signals are fading and the demand for high-quality first-party data is at an all-time high, marketing teams need a reliable way to manage the data lifecycle. OneTrust provides the essential layer of privacy, consent, and governance that allows marketers to understand exactly what data they have, the specific purposes for which it can be used, and the privacy requirements that apply to it. By capturing consent across every digital touchpoint and applying those preferences wherever data flows, teams can drive personalisation without compromising on compliance or responsible AI adoption.
The Snowflake Native App Integration
The integration between OneTrust and the Snowflake AI Data Cloud is designed to solve the friction often found between data security and marketing agility. The OneTrust Consent Management Snowflake Native App is a critical component of this ecosystem. It allows organisations to align customer consent policies directly with native data security controls. By embedding these governance mechanisms directly into the cloud data workflow, marketing and data teams can streamline compliance. This means they are working with permissioned data that reflects real-time consumer preferences, effectively eliminating the guesswork that often leads to compliance headaches when trying to move fast.
Enabling Data Clean Rooms
The partnership goes deeper with support for Snowflake Data Clean Rooms. As businesses move toward more collaborative, data-intensive marketing strategies, the ability to work together without violating user privacy is paramount. OneTrust applies its consent signals to the data residing within these Data Clean Rooms. This makes consent enforceable across complex queries, analytics, and activation use cases. It allows companies to operationalise their consent data, supporting faster and more responsible data collaboration between brands, publishers, and their respective partners.
