Overview

• Google's 'confidential matching' employs Trusted Execution Environments (TEEs) to secure advertiser data.
• The technology prevents external access to data, including by Google, ensuring higher data privacy.
• Confidential matching is now the default for Customer Match data connections and Google Ads Data Manager.
• Google plans to expand this technology across more advertising solutions in the coming months.
• The move addresses growing concerns about data leakage and regulatory scrutiny in the digital advertising industry.