“Google’s Confidential Matching Enhances Ad Privacy and Performance”

Google introduced confidential matching-new technology that uses confidential computing to securely pair up advertisers’ first-party data with Google’s measurement and audience solutions so that in the end, data privacy and ad campaign performance are uplifted.
“As platform and regulatory changes continue to evolve, the priority is more than ever to continue building trust with your customers while respecting their privacy,” says Kamal Janardhan, Senior Director of Product Management, Measurement, in a blog post. “Confidential matching provides a secure and transparent way for businesses to use their first-party data, ensuring that no one, including Google, can access the raw data being processed.”
Confidential matching uses TEEs to isolate sensitive information during processing, thus preventing access without permission. This level of security using confidential matching will further help advertisers be assured that data related to their customers’ information is safe and sound.
“Confidential matching provides us with peace of mind that we are indeed meeting our customer’s privacy expectations while growing our business and navigating a changing digital landscape,” said Markus Käppeli, Head of search engine marketing and web analytics at Möbel Pfister AG.
Google says its commitment to privacy extends well beyond just providing confidential matching. The company also publishes its TEE architecture and open-source examples to encourage the more widespread use of this technology in the advertising ecosystem.
“IAB Tech Lab has been pushing for PETs for years,” said Anthony Katsur, CEO at IAB Tech Lab. “Google is using confidential computing as one of the very latest developments regarding the adoption of PET-powered solutions.”
To protect user data continuously, Google will roll out the use of confidential matching in all of its advertising solutions. Among them are enhanced conversions implemented with the Google tag, which will process first-party data using confidential matching. Google hopes that confidential matching will provide advertisers with a safer and more effective way to reach their audience, answering some strictest privacy requirements.