You need broad Google Cloud DLP.
Google Sensitive Data Protection supports sensitive data discovery, classification, content inspection, content de-identification, custom infoTypes, and Google Cloud storage inspection.
Google SDP Alternative
A Google Sensitive Data Protection / Google Cloud DLP alternative for private PII redaction.
Google Sensitive Data Protection, formerly Google Cloud DLP, gives teams a DLP API for content inspection, content de-identification, custom infoTypes, and hybrid inspection jobs. For PII stored in Snowflake or private app pipelines, Agent Mask keeps de-identification in your chosen runtime instead of building a Google Cloud inspection, findings, and writeback path.
Start a trial on Snowflake Marketplace, or get a self-hosted trial key for Docker.
Google SDPCloud DLPDeep detectors and de-identification in Google Cloud
What you manageExternal inspection pathSend data, manage findings, bring results back
Agent MaskPrivate runtimeDetect and de-identify without sending data to Google
1SELECT agent_mask_en.app_public.mask(
2 [ticket_note, chat_log]
3) AS redacted
4FROM support_tickets;
Input column
Text
ticket_note
Billing question from
Maya Chen
PERSON_1
about invoice INV-1042. Assigned to
Alex Patel
PERSON_2
. Contact:
maya.chen@example.com
EMAIL_ADDRESS_1
or
415-555-0198
PHONE_NUMBER_1
chat_log
10:42
Alex
PERSON_2
:
Maya
PERSON_1
never got the invoice email.
10:43 Maya Chen PERSON_1 replied from maya.chen@example.com EMAIL_ADDRESS_1 and asked Alex Patel PERSON_2 to call 415-555-0198 PHONE_NUMBER_1
10:43 Maya Chen PERSON_1 replied from maya.chen@example.com EMAIL_ADDRESS_1 and asked Alex Patel PERSON_2 to call 415-555-0198 PHONE_NUMBER_1
Use Google SDP for cloud DLP. Use Agent Mask for private PII redaction.
Google Sensitive Data Protection is strong when the goal is a broad cloud DLP program across Google Cloud and hybrid sources. Agent Mask is built for the focused job: de-identifying sensitive text and files in Snowflake or through a self-hosted private API without routing redaction through a separate DLP API workflow.
Your sensitive text needs a private runtime.
Agent Mask avoids a separate Google Cloud inspection and findings pipeline and gives teams a Snowflake PII redaction function or self-hosted PII redaction API for text and supported documents.
Google SDP adds a cloud DLP path around private data.
Google can run content inspection and de-identify sensitive data. For teams starting from Snowflake or a private deployment, that still means managing a sender, job configuration, findings destination, pricing meter, and writeback flow.
Hybrid inspection jobs need a sender and findings path
Google hybrid jobs can inspect data from external sources. Teams starting from Snowflake or a private deployment still design the sender, job configuration, findings destination, and writeback flow.
Separate GB-based meters
Google pricing includes separate meters for content inspection and transformation. Agent Mask keeps the pricing model tied to the deployment you choose: Snowflake consumption or a self-hosted license.
Findings create another governance surface
Findings can land in Google Cloud job resources, BigQuery, Pub/Sub, or monitoring tools. Teams moving private data through Google have to secure and monitor that path.
Google Sensitive Data Protection vs Agent Mask.
Compare what your team has to manage with Google Sensitive Data Protection’s DLP API versus an Agent Mask private runtime for PII redaction.
Dimension
Google Sensitive Data Protection
Agent Mask
Program scope
Google Sensitive Data ProtectionA broad DLP platform for sensitive data discovery, content inspection, and data de-identification across Google Cloud and external sources.
Agent MaskA focused redaction workflow for sensitive text and supported files.
Data path
Google Sensitive Data ProtectionSend warehouse or private app data to a Google content inspection request or hybrid inspection job, then bring findings and transformed results back.
Agent MaskUse one Snowflake PII redaction function or private HTTP API in your chosen runtime.
Setup work
Google Sensitive Data ProtectionConfigure jobs, permissions, senders, findings destinations, and result handling.
Agent MaskStart from Snowflake Marketplace, or run the self-hosted container where your private workflows already operate.
Pricing to track
Google Sensitive Data ProtectionEstimate and monitor separate Google Cloud meters for inspection and transformation.
Agent MaskUse the pricing model for the deployment you choose: Snowflake compute consumption or a self-hosted Agent Mask license.
Custom rules
Google Sensitive Data ProtectionCustom detection is a configuration project: dictionaries or regex, likelihood tuning, hotword and exclusion rules, templates, and job settings.
Agent MaskUse built-in entities, plus custom entities defined in plain English or regex.
Results to manage
Google Sensitive Data ProtectionFindings have to be routed, secured, reviewed, and connected back to the source data.
Agent MaskGet de-identified output and entity metadata back in the same private workflow.
Identity consistency
Google Sensitive Data ProtectionDeterministic transforms can preserve exact repeated strings, but alias handling still has to be designed.
Agent MaskCollapse aliases and keep replacements consistent across related text in a row.
Reference material
This page uses Google documentation for Sensitive Data Protection, hybrid jobs, pricing, and data security.
Sensitive Data Protection docs
Google's product documentation for DLP inspection, de-identification, infoTypes, jobs, and findings.
Hybrid jobs
Google documentation for inspecting data from external or hybrid sources.
Sensitive Data Protection pricing
Google pricing for content inspection, content transformation, and storage inspection.
Data security
Google documentation on how content, storage, and hybrid inspection methods handle data.
Agent Mask zero-egress architecture
Agent Mask documentation explaining how Snowflake Native App and self-hosted Docker processing stay inside your chosen runtime without sending payloads to Agent Mask.
Agent Mask self-hosted security
Agent Mask documentation for self-hosted data flow, network requirements, offline license verification, retention, and hardening.
Related comparisons
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Protegrity protects mapped fields. Agent Mask de-identifies PII buried in text.
Compare Agent Mask with Protegrity as an enterprise data protection alternative for PII discovery, field-level protection gaps, and private de-identification across text and files.
Alternative to LLM-based PII redaction without token costs or data egress.
Stop paying per-token LLM prices to redact sensitive text at scale. See how Agent Mask compares with OpenAI, Claude, Gemini, and Bedrock when sensitive-text redaction needs to run in Snowflake or a self-hosted deployment.
Google Cloud DLP alternative FAQ
Answers for teams deciding whether to run PII redaction through Google Sensitive Data Protection or keep it in a private Agent Mask runtime.
When is Google Sensitive Data Protection the right choice?
Google SDP makes the most sense when your team is already deeply standardized on Google Cloud and wants one broad DLP program across Google Cloud and external sources: discovery, classification, findings, custom infoTypes, de-identification, and reporting. For teams redacting data from Snowflake or private app workflows, that can be more platform than the redaction job requires.
What extra work does Google SDP add for Snowflake or private data?
Teams starting from Snowflake or a private deployment still need a path for sending data to Google inspection or hybrid jobs, configuring permissions and jobs, routing findings, securing those results, and writing transformed data back into the source workflow.
Can Google SDP de-identify data, or only inspect it?
Google SDP can de-identify sensitive data, but it does that through a Google Cloud workflow with jobs, findings, pricing meters, and result handling. Agent Mask is built for teams that need the redaction job to stay in Snowflake or their own private deployment.
How does Google DLP pricing compare for private redaction?
Google pricing uses separate meters for inspection and transformation. Agent Mask avoids those Google Cloud meters: Snowflake deployments are consumption-based through Snowflake compute, and self-hosted deployments use an Agent Mask licensing fee.
Can Google SDP handle custom sensitive data?
Yes, but it is not a plain-English detector. Google custom detection is a configuration exercise: define custom infoTypes with dictionaries or regex, tune likelihood, add hotword or exclusion rules, manage templates, and connect the configuration to inspection and de-identification jobs. Agent Mask keeps custom detection in the private redaction workflow, with plain-English entities or regex when you need precision.
When should we use Agent Mask instead of Google Sensitive Data Protection?
Use Agent Mask when the job is private PII redaction, not a broad Google Cloud DLP program. Instead of routing text through Google content inspection jobs, findings destinations, separate meters, and writeback, Agent Mask returns de-identified output through a Snowflake PII redaction function or self-hosted PII redaction API. You get redacted output plus review metadata in the same workflow.
Keep PII redaction in your private runtime.
Start in Snowflake Marketplace or get a self-hosted trial key to keep PII redaction in your chosen private runtime.