Unlocking Customer Trust: Integrating OneTrust "Consent & Preferences" with Adobe Experience Platform

In today’s privacy-conscious world, handling customer data with transparency and respect is more than just a legal requirement – it’s the foundation of trust. OneTrust "Consent & Preferences" provides a centralized, intuitive solution that empowers individuals to control their consent and communication preferences, helping organizations stay compliant while fostering personalized marketing.

This powerful tool is especially effective in managing complex privacy scenarios that we typically encounter in omnichannel strategies and navigating diverse regulatory requirements across regions.

Recently, we faced a challenge: integrating OneTrust "Consent & Preferences" data into Adobe's Real-Time Customer Data Platform (RTCDP). Our goal was to provide a seamless customer experience while ensuring data privacy and compliance. The outcome? A flexible, real-time integration that not only simplifies consent management but also lays the groundwork for future marketing success.

The business challenge and our solution

Our primary objective during this implementation was to map specific OneTrust purposes to an Adobe Experience Platform (AEP) XDM data model. Since the OneTrust instance served multiple corporate divisions, we needed to ensure that only a subset of relevant data – specific to certain divisions – was ingested into RTCDP.

To address this, we developed a custom integration that allowed us to apply advanced business logic, selecting only the most relevant data points for ingestion. By leveraging streaming ingestion, our solution ensures that every consent update in OneTrust is reflected in Adobe RTCDP in near real-time. We also included a bulk data load feature for handling historical data, offering flexibility in managing large-scale requirements.

This led us to two key questions: When would you use the OneTrust Integration source connector, and when would the Cognizant Netcentric custom solution come into play?

Comparing solutions: The standard OneTrust connector vs. the custom integration

OneTrust provides a standard connector for Adobe RTCDP, which is a convenient and reliable option in many scenarios. Below, we outline the situations in which the standard connector suffices versus when a customized approach is necessary.

When to use the standard OneTrust connector:

• Flexible data model design: You have the freedom to design your AEP XDM data model without needing to adhere strictly to specific consent fields.
• Standard consent policies: You can align with the provided data structures and implement your consent policies accordingly.
• No record-level filtering needed: All OneTrust data subjects need to be ingested, without requiring selective filtering at the individual record level.

When to use the Cognizant Netcentric custom solution:

• Complex logic requirements: Advanced decision-making is required to determine which data to ingest.
• Strict adherence to Adobe standards: There’s a need to use Adobe’s standard XDM consent fields, requiring a more tailored integration for compatibility.
• Selective data filtering: You need to limit ingestion to specific data subjects, such as those tied to certain corporate divisions, for a more granular data management approach, due to privacy considerations or to manage Adobe’s license constraints.

Real-world use cases across industries

Integrating OneTrust "Consent & Preferences" with Adobe RTCDP offers significant benefits across various industries. Here are a few examples:

Finance

Financial institutions are under pressure to ensure privacy while delivering personalized experiences. Using our custom solution, a bank can manage consent for both marketing purposes and regulatory compliance, such as GDPR or CCPA. By selectively ingesting only relevant data tied to specific service lines, the integration minimizes unnecessary data exposure while maximizing marketing impact.

Healthcare

In healthcare, data privacy is critical. With OneTrust integrated into Adobe RTCDP, healthcare organizations can manage patient consent for marketing purposes while ensuring compliance with regulations like HIPAA. Patients can easily manage their preferences, choosing communication channels without compromising their privacy.

Retail

Retailers can leverage this integration to deliver a personalized shopping experience using selectively consented data. For instance, understanding a customer’s seasonal preferences or newsletter subscriptions helps align campaigns for maximum relevance. Our custom integration allows filtering consents specific to product lines or loyalty programs, providing a more targeted experience.

The future of OneTrust and Adobe Journey Optimizer integration

We’re also working on a solution to integrate OneTrust "Consent & Preferences" with Adobe Journey Optimizer (AJO). This will allow multiple OneTrust-managed subscriptions, such as newsletters or product updates, to seamlessly translate into AJO’s native preference management.

Imagine a world where every preference managed through OneTrust translates directly into a personalized journey crafted in AJO, empowering marketers to instantly adapt to customer consent changes. This would not only enhance personalization but also align perfectly with customer expectations, creating deeper, trust-based relationships.

Finding the right fit for your Martech stack

Both the standard OneTrust connector and our custom integration have their advantages – the choice depends on your specific needs. If simplicity and speed of deployment are priorities, the standard connector is a great option. For enterprises needing selective data ingestion or adherence to specific XDM fields, our custom solution offers unparalleled flexibility and control.

With privacy regulations tightening and customers demanding greater control over their data, integrating OneTrust with Adobe RTCDP – and soon, Adobe Journey Optimizer – offers your brand a unique competitive edge. It’s about respecting customer consent while delivering personalized, meaningful interactions.

About Cognizant Netcentric

At Cognizant Netcentric, we are dedicated to building scalable Adobe Experience Cloud solutions that empower brands to connect with their customers through business-critical digital experiences. Leveraging our proven expertise and multiple Adobe certifications, we utilize cutting-edge technology and best practices to address unique digital marketing challenges. As a trusted business partner, we guide our clients through every step of the transformation process. Our mission is to enable our clients to achieve excellence in customer experience and thrive in the digital era.

Let’s build the future together

Ready to explore how these integrations could work for you? Get in touch with our team today to learn how we can help enhance your consent management, streamline your marketing efforts, and deliver impactful customer experiences.