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June 22, 2026
🆕 The Ketch Agent Network: Agentic privacy, finally built right. See how it works
Ketch makes consent banner set-up a breeze with drag-and-drop tools that match your brand perfectly. Let us show you.
Snowflake's fifth annual Modern Marketing Data Stack report draws on insights from more than 11,500 customers and ecosystem partners. This edition focuses on the shift to agentic, AI-driven marketing, and the governed data infrastructure it requires. Ketch earned recognition as a Privacy & Consent Leader, reflecting its pre-built integration with Snowflake's AI Data Cloud and its role processing 68 billion consent transactions a month for 3,500+ brands worldwide.
The organizations whose AI actually works are the ones that solved permissioned data first. That is the undercurrent of Snowflake's fifth annual Modern Marketing Data Stack report, and why Ketch is proud to be recognized as a Privacy & Consent Leader in this edition.
Permissioned data is not a privacy team problem. It is a marketing infrastructure problem. The brands that understand this distinction have a structural advantage in the AI era that their peers will spend years trying to close.
Snowflake's Modern Marketing Data Stack report is a valuable barometer of how enterprise marketing organizations are evolving their data infrastructure. This fifth edition drew on insights from more than 11,500 Snowflake customers and ecosystem partners across 13 categories. Its central thesis: marketing is moving from fragmented tools toward AI-driven, agentic systems, and those systems only work when the data flowing through them is governed and trusted.
Ketch was recognized as a leader in the Privacy & Consent category. That recognition reflects what more than 3,500 brands already know: privacy controls cannot live at the edge of the data stack. They have to be embedded in it.
"Permissioned data is the foundation every AI initiative is built on. With 3,500 customers and 68 billion consent transactions a month, Ketch delivers that at proven scale. Our integration with Snowflake gives marketing teams a direct path to first-party data that's compliant, connected, and ready to activate."
— Tom Chavez, Co-founder and CEO, Ketch
The fifth edition of this report marks a meaningful inflection point. The previous four editions tracked the consolidation of the martech stack. This one tracks something different: the shift from AI assistance to AI decisioning.
Agentic systems do not just recommend, they act. They ingest data, draw conclusions, and execute. That changes the stakes of every data quality and governance decision a marketing organization makes. When an agent makes a bad inference from bad data, the consequences are not a misformatted report. They can be a misdirected campaign, a compliance exposure, or a breach of consumer trust that is hard to walk back.
Regulators have made the cost of this concrete. In France, Orange was fined €50 million by the CNIL after its systems continued reading cookies following user withdrawal of consent, a direct failure to enforce consent signals in real time, in the telecommunications sector. In California, Todd Snyder was fined $345,000 by the CPPA for failing to process opt-out preferences due to misconfiguration. The pattern across every major enforcement action is the same: when consent signals do not travel with the data, the gap becomes a liability.
Ketch exists to close that gap before a regulator has to.
Ketch integrates directly into Snowflake's AI Data Cloud. That means consent signals captured by Ketch are enforced where the data actually lives, not just at the consent banner, and not just in a compliance dashboard.
Here is what that looks like in practice:
Consent captured → stored in Snowflake → enforced at activation. When a person opts out of targeted advertising on a brand's website, Ketch captures that signal, writes it into Snowflake, and ensures downstream activation platforms respect it. The signal does not decay. It does not get lost in a middleware translation. It travels with the data.
First-party data that is AI-ready. The Ketch Agent Network continuously maps data flows, synthesizes vendor contracts, and compares live system behavior against documented privacy policies. By the time a marketing team activates a customer segment in an AI-driven campaign, Ketch has already done the governance work, classifying the data, verifying the consent basis, and flagging any gaps that need attention before activation. Processing 30.8 billion CDN requests per month, this is infrastructure built for enterprise scale.
Cross-device identity with consistent permissions. Ketch recognizes consumers across devices, browsers, and systems, and applies their consent preferences consistently across all of them. This matters for U.S. state privacy compliance, where cross-context behavioral advertising restrictions require consent to follow the consumer, not the device.
"The modern marketing data stack only delivers on its promise when the data powering it is permissioned and trusted. Ketch has proven, at scale, that privacy and performance aren't in tension, they're the same outcome. For our joint customers, Ketch's pre-built integration with Snowflake means consent and preferences are enforced where the data lives, enabling AI-driven activation with confidence."
— Denise Persson, Chief Marketing Officer, Snowflake
For years, marketing and privacy teams operated as though they were in negotiation with each other. Marketing wanted data. Privacy wanted caution. The result was often a compromise that served neither goal well, permissioned data that was too thin to activate, or activated data that was too exposed to defend.
Ketch's position in Snowflake's report reflects a different model. Privacy and performance are the same outcome when the infrastructure is built correctly. A consent signal is not a constraint on data activation, it is a quality signal that makes the data more trustworthy, more accurate, and more useful to AI.
68 billion consent transactions a month is not a compliance metric. It is a data quality metric. Every one of those transactions is a signal that has been captured correctly, stored accurately, and made available for activation with a known permission basis. That is the foundation AI-driven marketing requires.
The Modern Marketing Data Stack report frames this edition around a concept Ketch has been building toward for years: the agentic enterprise. AI agents making decisions on behalf of marketing organizations need governed data to function responsibly. Without it, they amplify risk rather than reduce it.
Ketch Agent Network is the intelligent layer that makes agentic marketing possible at scale. It reasons across three domains simultaneously — legal obligations, documented policies, and operational reality — to surface gaps and execute remediation with minimal human hours. For a marketing organization using Snowflake to power AI-driven campaigns, that means:
The announcement was made at Cannes Lions 2026, the global gathering of marketing and creative leaders. The venue is not performative. Cannes Lions is where the marketing industry discusses what comes next, and AI simply cannot come next without a foundation of permissioned data.
The conversation this year centers on AI-driven creative and media, and the data infrastructure required to make it work responsibly. Ketch's recognition in Snowflake's report at this moment reflects how central the permissioning question has become to modern marketing leadership.
Ketch is the AI Privacy Company. Ketch permissioning infrastructure helps businesses collect and use people's data responsibly, respecting consent and preferences, meeting privacy requirements, and ensuring all data is AI-ready. More than 3,500 brands worldwide use Ketch to reduce risk, enable data-driven growth, and build trust with customers.
Ketch is the #1 ranked Consent Management Platform on Gartner Peer Insights, with a 4.8/5 rating, and holds a 4.6/5.0 customer satisfaction score on G2. Representative customers include Paramount, Chipotle, Equifax, AG1, Hasbro, and Forbes.
The Modern Marketing Data Stack: Governing the Agentic Enterprise is available now from Snowflake. Download the report →
Read further: Snowflake Horizon + Ketch: delivering data privacy governance
