In a move towards prioritizing data privacy, Google unveiled its new feature, confidential matching. This new solution allows advertisers to securely link their first-party data for effective audience targeting and campaign measurement, all while using confidential computing technology.
What is Confidential Computing?
Confidential computing uses Trusted Execution Environments (TEEs) to make sure that data is protected during processing. This means that sensitive information, like customer identities, is isolated and secured, preventing access even from Google.
Why is Confidential Computing Important?
As data privacy regulations become stricter and consumer demand for transparency increases, it’s important for advertisers to use platforms that guarantee secure data handling. Google Ads‘ new feature simplifies compliance with security regulations, providing peace of mind for marketers.
How Does Confidential Matching Work?
Confidential matching isolates and protects business data during processing. It integrates Google Cloud’s Confidential Space technology, which has already been successfully implemented in industries such as finance and healthcare for secure data transactions. TEEs offer built-in security, making sure technical assurances like transparency into product code and “attestation”—evidence that data is processed correctly.
Why Is Google Using Confidential Matching?
This initiative is part of Google’s ongoing commitment to privacy and security. Advertisers can expect enhanced protections at no additional cost. Furthermore, Google plans to share its TEE architecture and provide open-source examples, encouraging the wider advertising ecosystem to adopt similar privacy-first solutions.
What’s Next for Google
Confidential matching is now the default option for Customer Match in Google Ads. In the coming months, more features, like encryption support, will be rolled out globally, extending to additional ad products like enhanced conversions.
After previously stepping back from plans to eliminate third-party cookies in Chrome, Google is now focusing on advancing privacy technologies. Confidential computing is set to play a pivotal role in shaping the future of secure, data-driven advertising.
Discover how confidential matching can benefit your campaigns.
