Google’s new rollout – confidential matching in Google Ads
Google has launched confidential matching, a new tool for securing first-party data (1PD) in Google Ads. This is intended as the first implementation of the tool which uses Trusted Execution Environments (TEEs) to protect data by isolating a business’s information during processing, so even Google cannot access it. This free addition gives advertisers protection by default and it is reinforced by proof – “attestation,” that data has been processed as intended.