Confidential Matching ensures that advertiser proprietary data information remains confidential
Google has announced the launch of a new privacy-friendly technology feature in Google Ads, Confidential Matching. The tool aims to help advertisers connect with customers through digital advertising campaigns and measure the impact of activations, while simultaneously protecting consumer privacy.
Confidential Matching uses confidential computing, including Trusted Execution Environments, to protect client data. This feature ensures that advertiser proprietary data information remains confidential and remains secure and encrypted during data processing for campaigns, preventing unauthorized access by partners, including Google.
“Confidential Matching represents Google’s ongoing commitment to providing advertisers with the tools they need to achieve their marketing goals while protecting customer privacy,” said Kamal Janardhan, senior product director for measurement at Google.
Confidential Matching will be available within the Customer Match option of Google Ads Manager, at no additional cost to the big tech’s customers. To expand access to pro-privacy technologies, the company will also share the solution’s data architecture, as well as open source programming codes, to work in collaboration with developers aiming at the collective growth of the industry towards pro-privacy technologies. The solution should also be extended to other products soon.
“The IAB Tech Lab has been advocating for privacy-friendly technologies for years. Google’s use of confidential computing demonstrates the continued momentum in adopting solutions based on this concept. We look forward to working with Google and others in the industry to develop best practices, solutions, guidelines and open technical standards. We need collaboration in these areas to ensure the success of privacy-enhancing technologies in the digital advertising economy,” said Anthony Katsur, CEO of the IAB Tech Lab in the United States.
Credit: Photo by Rubaitul Azad on Unsplash
