Google Unveils 'Confidential Matching' to Bolster Advertiser Data Security

The new technology aims to enhance privacy by using Trusted Execution Environments to isolate and protect first-party data during processing.

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.