| Benefit | Description |
|---|---|
| Privacy Compliance at Scale | Data used in Amazon Ads reflects regulatory requirements and user preferences, creating a strong privacy foundation for advertisers. |
| Single Source of Consent | OneTrust acts as the central hub for collecting, storing, and transmitting consent across channels. |
| Consistent User Experience | Capture consent once and apply it seamlessly across Amazon’s advertising environments, creating a smoother and more transparent experience for users. |
| Audit-Ready Reporting | Maintain transparent, verifiable consent logs for internal reviews or regulatory inquiries. |
| Future-Proof Framework | Easily adapt to evolving privacy laws and updates to Amazon consent requirements without disrupting campaigns. |
Blog
Driving privacy-first advertising with OneTrust and Amazon Consent Signal
With privacy expectations on the rise worldwide and regulations growing more complex, advertisers face a clear challenge: deliver meaningful campaigns while respecting the choices consumers make about their data.
Shay Olupona
Senior Product Manager
October 15, 2025
The role of consent in advertising
Consent provides the foundation for sustainable, transparent, and trust-based marketing. With privacy expectations on the rise worldwide and regulations growing more complex, advertisers face a clear challenge: deliver meaningful campaigns while respecting the choices consumers make about their data. Consent provides the foundation for sustainable, transparent, and trust-based marketing.
Without a clear and standardized way to communicate consent across platforms, data privacy controls become fragmented. This creates regulatory risks and weakens customer confidence. Advertisers that manage consent effectively build stronger relationships and protect the integrity of their campaigns.
How Amazon Consent Signal supports consent-driven advertising
Amazon Consent Signal (ACS) is a consent-sharing format developed by Amazon to help advertisers and third parties share user consent choices when uploading or sharing customer data with Amazon Ads .
When customer data flows into Amazon Ads, the Amazon Consent Signal ensures every step of data handling, whether analysis, measurement, or activation, aligns with the consent preferences granted by the user.
For advertisers, this framework makes it possible to:
- Indicate whether personal data can be processed for advertising measurement
- Respect user opt-outs consistently across Amazon Ads products and services
- Support privacy-compliant audience planning and campaign optimization
This framework ensures that advertising performance relies on data that reflects genuine user choices, strengthening both compliance and trust.
Bringing consent data from OneTrust into Amazon workflows
OneTrust’s Consent Management Platform (CMP) captures user consent in real time across web, mobile, and CTV experiences. With configurable categories and geolocation rules, advertisers can transparently collect granular permissions aligned with GDPR, CCPA, and other privacy laws.
Through an integration with Amazon Consent Signal, OneTrust helps advertisers:
- Capture and Store Consent: Collect user choices at the point of interaction and record them with full audit trails
- Map Consent Choices to Amazon’s Framework: Align OneTrust categories with Amazon’s required consent fields for precise data handling
- Transmit Consent Signal: Ensure that the consent status from OneTrust is formatted and available for use in Amazon’s privacy-aware Ads products and services
This direct mapping creates a single source of consent truth, providing advertisers confidence that their Amazon Ads ecosystem is compliant.
For companies, it also simplifies operations by centralizing consent data instead of spreading it across disconnected tools. For users, this means the preferences they select remain consistent whether their data supports audience analysis, campaign activation, or measurement.
The business impact of extending consent into Amazon Ads
How to implement Amazon Consent Signal in OneTrust CMP
Getting started with Amazon Consent Signal in OneTrust CMP follows a clear and practical path:
- Deploy OneTrust CMP
Configure your consent banner and categories to reflect data types and advertising purposes relevant to your Amazon campaigns. - Align Consent Purposes
Map OneTrust consent purposes to the corresponding Amazon Consent Signal fields, ensuring clear translation between systems. - Validate and Monitor
Confirm content signals are generated correctly, remain stored as intended, and integrate with into Amazon’s privacy-safe workflows. Review logs regularly to maintain ongoing compliance.
You can learn more in MyOT editing cookie consent templates.
Building long-term trust with privacy-first advertising strategies
The integration of OneTrust CMP and Amazon Consent Signal offers advertisers a streamlined path to privacy-first data management in Amazon Ads. By centralizing consent capture and extending it to Amazon’s analytics ecosystem, brands gain the confidence to run campaigns that balance compliance, transparency, and performance.
For organizations, this means greater operational efficiency, reliable compliance, and stronger campaign results. For individuals, this guarantees that personal preferences shape every interaction with advertising. As privacy expectations continue to evolve, this approach places user choice at the center of advertising strategy and strengthens the connection between brands and their audiences.
Want to see it in action? Contact us today to get started.
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On-Demand
Consent & Preferences
Tackling privacy and personalization: Fireside chat with PwC and the NFL
Our expert panel looks at how consent and preference management empowers consumers, creates engaging custom experiences, and helps companies comply with global regulations.
July 20, 2023
On-Demand
Consent & Preferences
Consent-driven advertising: How successful organizations deliver personalized experiences with first-party data
Gain practical tips on collecting, managing, and using first-party data to deliver personalized experiences that prioritize user consent. Watch now!
July 12, 2023
Checklist
Consent & Preferences
The marketer's first-party data checklist
Download our in-depth first-party data checklist and begin building privacy-first marketing strategy that builds trust and keeps your organization compliant.
July 11, 2023
On-Demand
Consent & Preferences
Live demo: How to automate consent and preference management with OneTrust
In this webinar, we demonstrate how OneTrust Consent and Preferences helps build stronger customer relationships by providing transparency, giving users control over their data use, and delivering personalized experiences.
June 29, 2023
On-Demand
Consent & Preferences
Consent-based marketing: bringing privacy and consent to your tech stack
Learn how focusing on first-party data and end-to-end consent can help drive innovation and trust with this on-demand webinar with Engage Business Media.
June 28, 2023
On-Demand
Consent & Preferences
Consent-driven advertising: What to know about Google's new CMP requirements
Join us for this expert webinar as we delve into Google's new CMP requirements for ads and best practices for permission-based advertising.
June 27, 2023
Infographic
Consent & Preferences
Navigating Google's new CMP requirements
Adapt to Google's June 2023 CMP requirements with this infographic and confidently engage your audience while staying compliant.
June 20, 2023
Infographic
Consent & Preferences
How OneTrust Consent and Preferences integrates with Adobe Experience Platform
Explore five key integration capabilities of OneTrust Consent and Preferences and Adobe Experience Platform.
June 13, 2023 3 min read
Video
Consent & Preferences
The strongest consumer relationships are built on first-party data, not third-party cookies
Request a OneTrust Consent & Preferences demo video and learn how to unlock the potential of first-party data and establish a relationship with your customers based on trust.
June 02, 2023
eBook
Consent & Preferences
The ultimate guide to consent and preferences for marketers
Download this eBook and learn how marketers can apply consent and preference principles to build a relationship with their audience built on trust.
June 02, 2023
Resource Kit
Consent & Preferences
OneTrust at Gartner Marketing Symposium 2023
Dive into our exclusive resources from the 2023 Gartner Marketing Symposium here, in our exclusive resource: the Consent-Based Marketing: A Marketer's 2023 Toolkit.
May 19, 2023
On-Demand
Privacy & Data Governance
OneTrust & Tealium: Closing the compliance gap with consent enforcement
In this webinar, we take a deep dive into how the OneTrust and Tealium partnership helps deliver more personalized experiences while ensuring consent and trust.
May 18, 2023
On-Demand
Consent & Preferences
Build stronger customer relationships with consent and preferences
Attend our webinar to learn how OneTrust Consent & Preferences can help you build trust, deliver personalized experiences, and stay compliant.
May 09, 2023
On-Demand
Consent & Preferences
The power of consent in health and life sciences: How to enhance experiences & drive innovation webinar
OneTrust and Deloitte discuss the evolution of privacy, how Health enterprises are building trust and best practices for unifying privacy and marketing choices.
April 27, 2023
On-Demand
Consent & Preferences
How to unlock the power of consented data in your marketing stack
Attend this webinar to learn how you can improve your marketing stack by filling the privacy void and maintaining guardrails for responsible data use.
April 20, 2023
Infographic
Consent & Preferences
Global consent management requirements
As global privacy laws evolve, you'll need to ensure that your company honors customers' consent in each jurisdiction. Download our global consent managment infographic to learn more about staying compliant and optimizing your CMP.
April 14, 2023
On-Demand
Consent & Preferences
Marketing Leaders Panel: How to enforce responsible use of data
Learn how responsible use of data helps marketers deliver personalized experiences while staying compliant with global privacy requirements.
April 04, 2023
Checklist
Consent & Preferences
4 steps for operationalizing opt-outs
The right to opt out of processing can cause complex operational challenges. Follow these four steps for operationalizing opt-out requests.
April 03, 2023
On-Demand
Consent & Preferences
Collect, orchestrate, activate: A privacy-first marketing data strategy
Join us as we discuss best practices for collecting, orchestrating, and activating data to help improve marketing ROI in 2023 while being compliant.
April 03, 2023
Resource Kit
Consent & Preferences
OneTrust at Adobe Summit
If you’re looking to take your marketing strategy to the next level, our Consent-Based Marketing: A Marketer’s 2023 Toolkit is the perfect resource for you.
March 10, 2023
Resource Kit
Consent & Preferences
OneTrust at Adobe Summit
If you’re looking to take your marketing strategy to the next level, our Consent-Based Marketing: A Marketer’s 2023 Toolkit is the perfect resource for you.
March 10, 2023
On-Demand
Consent & Preferences
Balance privacy and personalization with first-party data
Watch this webinar to learn how businesses can achieve privacy and personalization by leveraging first-party data in today's digital landscape.
March 10, 2023
On-Demand
Consent & Preferences
Consent-based marketing: Connect with customers without compromising privacy
Join this webinar with Deliotte and OneTrust to learn how to use data responsibly to create unrivaled privacy-first experiences that drive marketing value.
March 08, 2023
Infographic
Cookie Consent
5 GDPR-compliant cookie banner guidelines from the EDPB
Download our infographic to learn more about how to operationalize the EDPB’s GDPR-compliant cookie guidelines and keep your organization compliant.
March 02, 2023
On-Demand
Privacy & Data Governance
IAB Global Privacy Platform (GPP): What to know & How to adopt the framework
Learn about the IAB GPP: how it can help you navigate complex global privacy challenges & manage consent signals from multiple jurisdictions.
February 20, 2023
eBook
Consent & Preferences
The ultimate guide to consent and preferences in the healthcare sector
Download the guide to learn more about how to use consent and preferences to elevate patient and customer experiences in the healthcare sector.
February 15, 2023
On-Demand
Consent & Preferences
Consent Management deep dive for compliance & omni-channel engagement webinar
Gain regulatory insights and learn the value of capturing, orchestrating, and activating consent and preferences for omni-channel engagement.
February 13, 2023
eBook
Cookie Consent
Your Playbook for a Cookieless World eBook
Download this ebook to learn why third-party cookies are deprecating, what solutions are available, and how to put privacy and consumer trust first.
February 09, 2023
On-Demand
Privacy Management
Meet opt-out and opt-in consent requirements under US state privacy laws
Join this interactive webinar to learn how OneTrust Consent and Preferences help to enable consumers to opt-out of third-party trackers.
February 06, 2023
Report
Privacy & Data Governance
Privacy on the horizon: What organizations need to watch in 2023
The Privacy on the horizon: What organizations need to watch in 2023 report highlights the views of privacy experts and industry leaders at OneTrust.
February 03, 2023
On-Demand
Consent & Preferences
Embark on your trust journey with consent and preferences
Join this interactive webinar to learn how consent and preferences help to build trust across all your marketing channels and achieve your marketing goals.
January 31, 2023 1 min read
On-Demand
Consent & Preferences
US state SPI opt-in requirements for marketers and advertisers webinar
Join this interactive webinar to learn the SPI differences between the CPRA, CDPA, and CPA and what rights consumers have concerning their SPI.
January 24, 2023 1 min read
eBook
Consent & Preferences
The ultimate guide to US opt-out requirements
Learn about the different opt-out requirements, such as a “Do Not Sell My Personal Information” in the US privacy landscape, and how to comply with them.
January 23, 2023
On-Demand
Consent & Preferences
Expert panel: So you think you have a consent strategy?
As Quebec Bill 64 - also known as Law 25 - takes effect it's important to have a consent strategy that takes you beyond compliance.
January 20, 2023
On-Demand
Consent & Preferences
Consent-driven advertising: Privacy & trust fundamentals in marketing
Watch this on-demand webinar to gain best practices for delivering privacy-first experiences based on consumer consent choices.
January 18, 2023
On-Demand
Consent & Preferences
Belgian DPA approves TCF action plan: Where we go from here
Belgian DPA approves IAB Europe’s action plan to correct its Transparency & Consent Framework (TCF) violations of the GDPR.
January 12, 2023
Report
Consent & Preferences
Recommendations for the European Addressable Advertising Ecosystem
This report sets out an analysis of the opportunities, challenges, and recommendations for European advertisers and media owners to position their businesses.
December 14, 2022
On-Demand
Consent & Preferences
Privacy, identity and measurement
This webinar helps ad buyers and sellers in Europe to navigate privacy, identity and management in the addressable media landscape.
December 13, 2022
Report
Consent & Preferences
Data management for marketers: Breaking down consent and preferences
Marketers in 2022 estimate that the ROI for $1 invested into consent management is at $38 on average. Download the report to learn more.
November 22, 2022
On-Demand
Consent & Preferences
2023 predictions for consent, digital experiences and trust
Join this webinar to learn about key privacy-driven marketing trends that are shaping the way marketers prioritize consent and preference management.
November 21, 2022
On-Demand
Consent & Preferences
Unified preference management: how to engage and retain customers
Join this webinar to learn how to increase customer loyalty and trust by delivering privacy-first experiences at every touchpoint along the consumer journey.
November 20, 2022
On-Demand
Consent & Preferences
Global Privacy Control: CCPA enforcement of GPC opt-out signals webinar
Watch this on-demand webinar to gain an overview of what Global Privacy Control (GPC) is, the benefits of the signal, and how it works.
October 30, 2022
Checklist
Consent & Preferences
8 steps to Quebec Law 25 compliance
Read our checklist to learn how to stay on top of Quebec Law 84, which introduces many new measures to Canada’s privacy landscape.
October 19, 2022
On-Demand
Consent & Preferences
Preparing for GPP & MSPA: An overview from IAB and OneTrust
Watch this webinar to learn about the Global Privacy Platform, Multi-State Privacy Agreement, and how OneTrust’s CMP will support the upcoming framework.
October 17, 2022
eBook
Consent & Preferences
How to build trust and value privacy with a consent management platform eBook
In this eBook, you'll learn about regulatory requirements, the tech industry's role in consent management, and best practices for setting up a CMP.
September 30, 2022
On-Demand
Consent & Preferences
Mitigating US privacy risk across marketing campaigns
Understand the marketing operational impact of these newly expanded US consumer rights and learn how to automate consumer rights request fulfillment.
September 28, 2022
On-Demand
Consent & Preferences
Privacy-driven marketing trends: Analytics, AI, and Adtech updates
Watch this on-demand webinar to gain insight into regulatory and tech trends on the horizon, including Google Analytics, AI, IDFA, IAB TCF, and more.
September 19, 2022
eBook
Consent & Preferences
The guide to US privacy for marketing and advertising
In this eBook, we will highlight US Privacy guidelines, and explain how you can get prepared for these newly expanded US consumer rights.
September 13, 2022
Infographic
Cookie Consent
10 tips to master cookie consent
Download our infographic and learn how to create a Consent Management Platform that meets compliance requirements, maximizes opt-ins, and builds trust.
September 12, 2022
Infographic
Consent & Preferences
Why consent and preference management?
View our infographic on consent and preference management and learn the value it brings to your organization.
September 08, 2022
On-Demand
Consent & Preferences
Fireside chat: A modern marketer’s approach to privacy & data
Learn the challenges and opportunities marketers face to deliver personalized experiences while remaining compliant with global privacy requirements.
September 08, 2022
Resource Kit
Consent & Preferences
Your marketer’s masterclass resource kit
OneTrust has created a range of resources to help marketing teams take a privacy-first approach that turns consumer trust into a competitive advantage.
September 06, 2022
On-Demand
Consent & Preferences
Embark on your trust journey with Consent and Preferences
Join this interactive webinar to learn how consent and preferences help build trust across all your marketing channels and ensure you respect privacy rights.
August 22, 2022
On-Demand
Consent & Preferences
Fuel campaigns with consented earned data ahead of cookieless a world webinar
Watch this on-demand webinar to learn why you should center your marketing strategy around consented earned data to fuel business growth.
August 22, 2022
On-Demand
Consent & Preferences
Bringing privacy and consent to your marketing stack
This webinar deeply explores how automated integration takes the guessing out of compliant marketing activation and discovers the value of consent signaling.
August 22, 2022
On-Demand
Consent & Preferences
Preference Management: Power up omni-channel experiences
Join this webinar to learn how to expand beyond obtaining customer consent to preferences that enhance relationships between your audience and your brand.
August 21, 2022
Infographic
Consent & Preferences
Build trust by honoring privacy
In this short guide, you’ll learn how to build a marketing strategy that delivers on customer expectations while maintaining compliance with global privacy laws.
August 19, 2022
eBook
Consent & Preferences
Mastering first-party data: The complete playbook for marketers
This guide outlines everything you need to know to build optimal consumer experiences using first-party data, such as how and where to collect first-party data.
August 10, 2022
Infographic
Consent & Preferences
How to transform healthcare marketing and increase business growth
Download this free infographic to learn how to transform healthcare marketing and grow sales by delivering trust-centric experiences.
August 08, 2022
White Paper
Cookie Consent
Succeeding in a privacy-first world with Alex Cash
In this white paper, discover strategies for data collection to further business goals and how to prioritize data while ensuring the best customer experience.
August 03, 2022
On-Demand
Consent & Preferences
Google Play Apps: How to follow data safety requirements
Watch this on-demand webinar with OneTrust Mobile App experts to understand Google Play's specific requirements and the benefits of data transparency.
July 19, 2022
Infographic
Consent & Preferences
Google Play Data Safety vs. Apple Privacy Nutrition Label
This infographic will review Google Play Data Safety versus Apple Privacy Nutrition Label's similarities and differences regarding privacy standards.
June 28, 2022
White Paper
Consent & Preferences
The business value of consent and preferences
Download our whitepaper to learn about a case study from OneTrust on how we transformed the consent and preferences engine of a Fortune 500 company.
June 27, 2022
On-Demand
Cookie Consent
Powering game-changing experiences Ahead of a cookieless world
Watch this webinar with mParticle and OneTrust to gain guidance for preparing for a cookieless world and opportunities to future-proof your database.
June 26, 2022
On-Demand
Consent & Preferences
How to drive enhanced marketing & CX campaigns through trusted data use
Join Oracle & OneTrust to learn how to drive enhanced, privacy-centric personalization in marketing & CX campaigns through trusted data use.
June 14, 2022
On-Demand
Consent & Preferences
Keep customer trust: Manage & automate your consent compliance & data governance
Watch our webinar to learn how to set up a strong consent compliance and governance strategy to achieve privacy-first data capture, distribution and activation.
June 08, 2022
On-Demand
Consent & Preferences
Consent, preferences & first-party data
Learn how incorporating strategic consent & preference management into your business strategy can help build customer trust.
May 26, 2022
eBook
Consent & Preferences
Global Privacy Control & OneTrust
Watch this on-demand webinar to gain an overview of what Global Privacy Control (GPC) is, the benefits of the signal, and how it works.
May 05, 2022
Consent & Preferences
The Digital Privacy Experience newsletter
The Digital Privacy Experience Newsletter is a weekly digest on cookies, consent management, preference management, & building customer trust.
May 01, 2022
Webinar
Consent & Preferences
Data distribution: Integrating consent & preferences into MarTech & business systems
Watch this webinar to learn how to boost your integrated marketing performance with consent & preferences in CRMs, CDPs & marketing automation systems.
April 29, 2022
On-Demand
Consent & Preferences
Google Play Data Safety: What it means for your Android apps
Learn how to prepare for the Google Play July 20th, 2022 deadline to comply with its new data transparency requirements for Android apps.
April 28, 2022
On-Demand
Consent & Preferences
Modern data transparency in apps & TVs: Building trust with multi-device users
Learn how to incorporate consent and privacy strategies to deliver transparency and choice to multi-device users in applications & TVs.
April 27, 2022
On-Demand
Cookie Consent
How marketers can adapt to a post-cookie world with OneTrust's Alex Cash
Learn how marketers can get ahead of a post-cookie world from Alex Cash, Director of Strategy, OneTrust & ExchangeWire's CEO Ciaran O'Kane.
April 06, 2022
On-Demand
Consent & Preferences
Consent governance: moving from chaos to control via data intelligence
Learn how to set up a strong consent governance strategy to achieve privacy-first data capture, distribution and activation.
April 04, 2022
On-Demand
Cookie Consent
How to prepare for the crumble of third-party cookies
Learn everything you need to know to prepare for the deprecation of third-party cookies from eMarketer & OneTrust in this on-demand webinar.
March 30, 2022
On-Demand
Consent & Preferences
Web, mobile, ctv: enhancing consumer trust in the omni-channel world
Learn how to leverage consent and preference management and cement consumer trust in your data protection practices.
March 28, 2022
On-Demand
Consent & Preferences
How to build solid digital relationships to foster trust
Join this fireside chat with OneTrust and Oracle to gain insight into how to honor privacy choices to build trust.
March 07, 2022
On-Demand
Consent & Preferences
OTT and CTV Liftoff: A deep dive into delivering personalized experiences to streamers
Learn how to incorporate consent and privacy strategies to deliver personalized experiences to streamers on OTT applications & CTV platforms.
March 06, 2022
On-Demand
Consent & Preferences
Digital Privacy Experience Summit
Sign up for the Digital Privacy Experience Newsletter and get weekly updates on global regulations and best practices for compliance.
February 22, 2022
On-Demand
Cookie Consent
The crumble of third-party cookies: How to prepare in 2022
Learn how your organization can leverage smart preference management to overcome the deprecation of third-party cookies.
January 02, 2022
On-Demand
Consent & Preferences
Prioritizing data transparency: A critical ingredient in trust, loyalty and ROI
Learn how can you prioritize data transparency and share openly with consumers in order to build trust, gain loyalty and improve ROI.
January 02, 2022
eBook
Consent & Preferences
Build trust and value privacy with a consent management platform
Read this eBook to learn how leveraging a consent management platform builds customer trust and helps you comply with global privacy regulations.
October 28, 2021
On-Demand
Consent & Preferences
Google consent mode & OneTrust CMP
Learn the benefits of using Google Consent Mode with the OneTrust CMP (Cookie Consent) to balance compliance and marketing objectives.
October 27, 2021
On-Demand
Privacy Management
CCPA, CPRA, and Global Privacy Control: Moving toward a more private web
Watch this webinar to learn about Global Privacy Control (GPC), how it centralizes user opt-out preferences, and streamlines compliance with CCPA and CPRA.
September 08, 2021
On-Demand
Consent & Preferences
Navigating a complex framework: IAB TCF 2.0 upgrade checklist
Watch this webinar where we cover the complexity the IAB TCF 2.0 framework and providing a checklist to help you navigate your migration.
July 21, 2021
On-Demand
Consent & Preferences
IAB TCF 2.0 deep dive: Overview, terminology, resources
Watch this webinar for a deep dive into the IAB TCF framework and what's new in the second version.
July 20, 2021
Video
Consent & Preferences
OneTrust Consent & Preference Management demo
Watch this demo video to learn how OneTrust Consent and Preference Management Cloud streamlines the consent lifecycle and accelerates fulfillment.
October 24, 2020
Demo
Consent & Preferences
OneTrust Consent & Preferences demo
Discover how OneTrust Consent & Preferences helps you build trust, ensure compliance, and give users control over their data.
Webinar
Privacy & Data Governance
Canadian regulatory overview
This webinar series will highlight the implications of Bill 64 for Canadian companies and advise how to maintain programs aligned to the Law's requirements.
Webinar
Consent & Preferences
Marketer’s masterclass for privacy and personalization series
The marketer’s masterclass for privacy & personalization addresses the challenges businesses face in 2022 and how to turning trust into a competitive advantage.