Google has announced a new technology called “confidential matching” to enhance data privacy for advertisers.
Confidential matching, which uses confidential computing technology, allows businesses to use their first-party data for advertising while maintaining stricter privacy controls.
The system employs Trusted Execution Environments (TEEs), a combination of hardware and software that isolates data during processing.
According to Google, this technology prevents external access to the processed data, including by Google itself.
The announcement comes as the tech industry faces increasing scrutiny over data handling and privacy concerns.
Key Features
The new system offers several features that Google claims will enhance data security:
- Default security protections for customer information
- Increased transparency into product code
- Attestation mechanisms to verify data processing
Implementation & Availability
Confidential matching is now the default for Customer Match data connections, including those made through Google Ads Data Manager.
Google plans to expand this technology to other advertising solutions in the coming months.
This technology is available at no additional cost to advertisers. This move could give Google a competitive edge in digital advertising, where privacy concerns have become increasingly important.
