Google Ads announced what it calls “confidential matching.” Confidential matching is a “way to securely connect your first-party data for our measurement and audience solutions,” Google said. And it will be used on Google Ads in numerous areas.
Here Google will use “special software and hardware known as Trusted Execution Environments (TEEs), unlock new ways for businesses to use their first-party data to reach customers and measure the impact of their digital ad campaigns.”
This means, if you upload your customer data, email addresses, phone numbers, etc to Google. Google won’t see it or use it unless there is a match. Otherwise that data is not visible to Google.
Google said it “gives added data security and transparency, by isolating your business information during processing so that no one — including Google — can access the data being processed.”
Greg had a nice summary of this at the beginning of our Its New show from yesterday:
And he posted in more detail on Marketing O’Clock:
Confidential matching is now the default for any data connections made for Google Ads Customer Match, and rolling out to enhanced conversions for web in the coming months.
