Google has launched Confidential Matching, a new privacy-enhancing technology designed to help advertisers securely connect and use first-party data for audience solutions and campaign measurement.
Built on Trusted Execution Environments (TEEs), which isolate data during processing to ensure no access by external entities—including Google—confidential matching aims to bolster data security and transparency.
This technology is now the default for Customer Match and Google Ads Data Manager, offering advertisers a way to meet privacy standards without compromising performance.
Google plans to roll out encryption support for Confidential matching globally, expanding its use across more advertising solutions.
The feature comes at no additional cost to advertisers.
Read the complete article here: Simpler data privacy for advertisers with confidential matching
