Simpler data privacy for advertisers with confidential matching

Google announces confidential matching, a new feature leveraging confidential computing and Trusted Execution Environments (TEEs) to securely connect first-party data for ad measurement and audience solutions.
This technology isolates data during processing, ensuring no one, including Google, can access it.
Confidential matching is now default for Customer Match and Google Ads Data Manager at no extra cost, with plans to roll out encryption support globally and expand to other products like enhanced conversions.
Google aims to make privacy-enhancing technologies accessible, sharing TEE architecture and open-source examples.