Snowflake and Governance Platform This week, OneTrust launched a new relationship that integrates the latter’s consent signals directly into the former’s data clean rooms, a cloud-based solution for data exchange between businesses.
The collaboration aims to bridge the gap between the consent provided when data is obtained and the fact that the original consent is not always easily accessible to marketers when data is used downstream from its initial collection point. The integration advances privacy-first data collaborations, which are key to how marketers drive outcomes through personalization. As artificial intelligence becomes more integrated into the advertising ecosystem, it further complicates the situation.
If you don’t have the right agreement signal going into that, when you get out, there’s a whole bunch of risk, and probably garbage data,” said Dennis Buchheim, global head of marketing technology for media and entertainment at Snowflake, about data collaborations.
Several components are required to natively integrate OneTrust consent signals into Snowflake Data Clean Rooms. The agreement makes consent actionable across workflows; respects user preferences in analytics, activation, and data sharing; and expands collaboration across marketing, data, and governance teams. OneTrust is used by more than half of the Fortune 500 and bills itself as the world’s largest provider of governance for privacy, consent, and third-party risk.
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