Google launched a new privacy-enhancing technology for advertisers, built on confidential computing.
Using Trusted Execution Environments (TEEs), confidential matching allows businesses to securely manage and process their first-party data, ensuring that sensitive information remains protected even during processing.
Google has implemented this technology in its Ads products to allow advertisers to safely connect their data for audience targeting and performance measurement.
Key points:
– Confidential computing isolates data during processing, ensuring that even Google cannot access it.
– TEEs have been used in various industries for securing sensitive data, such as financial transactions and healthcare information.
– Confidential matching is secure by default, providing transparency and security assurances like data “attestation.”
– The service is offered at no additional cost, and Google is sharing TEE architecture and open-source examples to help further adoption.
– Advertisers benefit from enhanced privacy controls, including the ability to encrypt data before it leaves their servers.
Google also plans to expand our use of confidential matching across more of our advertising solutions.
For example, in the next few months, enhanced conversions implemented with the Google tag will start rolling out first-party data processed with confidential matching.
Processing will happen behind the scenes, without changing how you measure conversions or manage your Google tag.
