Consent & Preferences
Collect, Enforce, and Activate Trusted Data
From the first anonymous visit to the next purchase, turn every customer choice into data you can trust. OneTrust Consent & Preferences helps marketing, data, and privacy teams collect permissioned first-party data, honor every yes, no, and preference wherever data flows, and activate trusted data for personalization, analytics, and AI.
Turn consent into meaningful engagement
Grow reliable first-party data with value-exchange consent and preference experiences across web, mobile, and CTV that lift opt-ins and trust.
Enforce consent wherever data flows
Make consent one authoritative, real-time source of truth that propagates and enforces every customer choice across CRM, CDP, AdTech, analytics, and warehouses—not just the banner.
Govern data & AI at lightning speed
Extend permission enforcement across every activation, segment, model, and AI agent so teams can personalize, analyze, and innovate faster using data they can trust, explain, and defend.
The Marketing Operations Guide to Privacy and Consent Across Regions
Collect Consent
Collect permissioned first-party data with clear, relevant experiences that build trust and drive engagement.
OneTrust Consent Management Platform (CMP) automatically scans your digital properties and categorizes cookies and trackers using the world’s largest database of more than 45 million tracking technologies. Create adaptive consent experiences across web, mobile, OTT, and CTV with pre-built templates for the regulations and industry standards that matter most to your business — including IAB Europe TCF v2.3, GPP, GPC, Google Consent Mode v2, MSPA, and the ePrivacy Directive.
Key capabilities
- Automated cookie and tracker discovery across web, mobile, and app environments
- A/B-testable, geolocation-aware, multilingual consent banners and preference centers
- Support for IAB TCF 2.3, GPP, GPC, Google Consent Mode v2, MSPA, and ePrivacy requirements. OneTrust CMP is also Google Gold Certified
- No-code script blocking until valid consent is received
- Pre-built templates for GDPR, CCPA/CPRA, LGPD, and US state privacy laws
Unify Preferences
A customer may start as an anonymous visitor and become known later. Their choices should not reset when that happens. Universal Consent & Preference Management (UCPM) brings consent and granular preferences into one real-time profile that persists across channels, devices, and touchpoints.
UCPM connects consent captured on-device by the CMP with preferences collected across the customer lifecycle, so teams can activate the right profile in the marketing and data stack as identity and context change.
Key capabilities
- Unified profile for each known customer, updated in real time
- Granular preference centers with value-exchange options by channel, topic, and communication type
- Identity resolution across devices, channels, and touchpoints
- Shared data model for anonymous and known users
- Direct activation into CDP, CRM, and AdTech through 200+ pre-built integrations
Enforce Across Systems
Make consent one authoritative, real-time source of truth that propagates and enforces every customer choice across CRM, CDP, AdTech, analytics, and warehouses—not just the banner. Universal Consent & Preference Management (UCPM) carries that permission signal into downstream activation, models, and AI agents through 200+ pre-built integrations.
Key capabilities
- Real-time consent signal propagation across CRM, CDP, AdTech, analytics, data warehouses, and AI systems
- 200+ pre-built integrations, including Salesforce, Adobe Real-Time CDP, Snowflake, Databricks, Google, Meta, and LiveRamp
- Consent enforcement in Snowflake Data Clean Rooms
- Real-time permission signals for AI models and agents
- One authoritative consent record across connected systems
Prove Compliance
When a customer, regulator, or auditor asks what happened, show how each choice was collected, stored, and applied. OneTrust Consent Receipt records each consent choice with version history, change tracking, and a timestamp. Exportable compliance logs provide the evidence teams need to prove consent works across connected systems.
Regulatory intelligence is maintained continuously, so templates and signal logic can stay current as laws and requirements evolve.
Key capabilities
- OneTrust Consent Receipt with version history, change tracking, and a timestamp for each choice
- Exportable compliance logs for GDPR, CCPA/CPRA, and other regulatory reporting requirements
- GPC, TCF, GPP, and ePrivacy signal enforcement with auditable logs
- Evidence of opt-out propagation across connected systems
- Continuously maintained templates updated as 20+ state laws and AI governance requirements change
Proven Results
"We wanted to provide users with the best possible experience, which OneTrust has allowed us to do."
Leanne White
Data Privacy Manager, Samsung
“Consent is the gatekeeper of all marketing, and OneTrust helped us unlock a trust and transparency strategy worth at least billions of dollars a year.”
Director of Digital Trust, Pharmaceuticals
“By leveraging the OneTrust platform’s more granular consent and preferences solution capabilities, the composite organization improves its revenue driven by digital marketing campaigns by 3%.”
Partnering With the Best
OneTrust Consent & Preferences connects with the marketing, data, analytics, and AI platforms already in your environment. Salesforce, Adobe Real-Time CDP, Snowflake, Databricks, Google, and Meta are supported through integrations, so consent and preference signals can apply where data flows—not only where choices are collected.
For advertising ecosystem use cases, OneTrust also integrates with LiveRamp, The Trade Desk, and technology partners that participate in the IAB TCF ecosystem.
Featured Products
Universal Consent & Preference Management
Give users control over their consent, preferences, and first-party data with a single, intuitive portal
Consent Management Platform
Capture and respect consent on your websites, mobile apps, OTT apps, and connected TVs
You may also like
Find the Consent & Preferences Package That Meets Your Needs
FAQ
A consent management platform collects and records consent from people interacting with digital properties, often through a cookie banner, mobile notice, or preference center. A CMP can scan cookies and trackers, display localized consent experiences, block tags until a valid choice is received, create consent records, and communicate signals to advertising and analytics partners.
OneTrust Consent Management Platform (CMP) supports consent collection across web, mobile, OTT, and CTV. It also supports standards and signals such as IAB TCF, GPP, GPC, Google Consent Mode v2, MSPA, and ePrivacy requirements.
Universal Consent & Preference Management (UCPM) unifies consent and granular preferences for known customers in a real-time profile. It connects choices collected through digital consent experiences with preferences captured across the customer lifecycle, then helps enforce those choices across CRM, CDP, AdTech, analytics, data warehouses, models, and agents.
UCPM is the second product in OneTrust Consent & Preferences, alongside CMP. CMP focuses on consent collection for anonymous and unknown users. UCPM extends those choices across known customer profiles and the broader data estate.
The IAB Transparency and Consent Framework (TCF) is an advertising-industry framework for communicating consent and legitimate-interest signals between publishers, vendors, and technology partners in the programmatic ecosystem. TCF defines how consent choices are represented and passed to participating partners.
Organizations that participate in the TCF ecosystem should use a CMP that meets the certification requirements applicable to their publisher, market, and advertising use case. Certification helps ensure that consent signals are formatted and communicated in a way that participating partners can recognize. OneTrust CMP is IAB Europe certified for TCF v2.2 and TCF 2.3.
The IAB Global Privacy Platform (GPP) is a framework for transmitting privacy and consent signals across jurisdictions and regulatory frameworks. Global Privacy Control (GPC) is a browser-level signal that communicates a user's privacy preference, including an opt-out preference where applicable under law.
A CMP can detect applicable signals, apply the correct experience based on a user's location and context, and communicate the resulting choice to connected vendors and systems. OneTrust CMP supports GPP and GPC as part of its consent and privacy signal framework.
Collection is only the first step. After a visitor or customer makes a choice, that choice needs to be stored, connected to the right identity or device, communicated to relevant partners, and enforced wherever the data is used.
OneTrust Consent & Preferences combines CMP and UCPM to carry consent from the initial digital experience into downstream systems. UCPM turns consent and preference choices into real-time permission signals for systems such as Salesforce, Adobe Real-Time CDP, Snowflake, Databricks, AdTech, analytics platforms, and AI models and agents through 200+ integrations.
Consent experience design affects whether people understand their choices and decide to opt in. Banner layout, button placement, language, timing, localization, and the value offered in exchange for consent can all affect performance.
OneTrust CMP supports A/B testing for consent experiences, including layout, copy, and value-exchange variations. Teams can compare controlled versions, identify which experience produces a stronger outcome, and use the results to improve opt-in rates without treating consent as a one-time design decision. Add a validated opt-in lift benchmark if Product or Customer Success approves one.
OneTrust Consent & Preferences provides templates and signal support for GDPR, CCPA/CPRA, LGPD, and 20+ US state privacy laws. OneTrust maintains regulatory intelligence so organizations can update consent experiences and privacy signals as requirements evolve.
For GDPR, OneTrust Consent Receipt records consent choices with the information needed to show when and how consent was collected and changed. For CCPA/CPRA and applicable US state laws, OneTrust supports GPC signals, opt-out workflows, and exportable compliance logs. Legal review is required for any statement about a specific regulatory obligation or sufficiency of a consent record.
Yes. Consent can be used as a permission signal for data activation, personalization, analytics, AI models, and AI agents. The key is connecting the customer's choice to the systems and data workflows that use it, not keeping it only in the original consent banner.
UCPM extends real-time consent enforcement to data platforms, models, and agents so AI use cases can run on permissioned data with a record of how choices were applied.
Ready to get started?
See how OneTrust Consent & Preferences can help your organization turn consent collection into real-time enforcement and optimized digital experiences.