OneTrust has unveiled a new collaboration with Snowflake designed to make privacy controls enforceable where data is actually used—inside Snowflake Data Clean Rooms.
The approach embeds OneTrust consent signals into the multi-party collaboration environment, shifting consent from a static record of collection to an actionable control that governs downstream data use.
Snowflake Data Clean Rooms have become a key mechanism for measurable marketing and advertising outcomes, enabling organisations to collaborate across brands, publishers, and partners without exposing raw data.
But as AI accelerates how data is accessed and activated, a recurring challenge has emerged: teams can often make data technically available, yet struggle to ensure that its use continues to match user permissions across collaborating parties and jurisdictions.
“OneTrust applies consent signals to Snowflake Data Clean Rooms to address this gap and empower companies to move from basic data collaboration to more trusted, controlled collaboration at scale,” the company says, positioning the integration as a way to improve both trust and operational usability.
Turning consent into controls teams can run
The integration is aimed at three practical outcomes. First, it makes consent actionable in modern workflows by aligning permissions to what teams can do in Snowflake—covering access, queries, and activation in ways that reflect user choices.
Second, it enforces user choice across the data lifecycle so that consent and permissions are honoured downstream across analytics, activation, and sharing, with auditability intended to demonstrate alignment across systems, partners, and regions.
Third, it scales privacy-first collaboration without sacrificing performance, allowing marketing, data, and governance teams to coordinate shared controls for each use case.
Executive quotes: trust, confidence, and native controls
Ojas Rege, SVP, privacy & data governance at OneTrust, highlighted the balance needed as businesses move faster with data says: “AI is pushing businesses to use data faster and more collaboratively in data clean rooms.
"Our integration with Snowflake advances privacy-first collaboration, embedding consent directly into data activation so teams can innovate with confidence and maintain trust with their customers.” Ojas Rege
Dennis Buchheim, global head of marketing technology, media & entertainment at Snowflake, added: “By applying OneTrust consent signals to Snowflake, we’re helping customers apply controls natively so they can use data with greater confidence, without adding complexity.”
