Google today announced confidential matching, a new privacy-first solution that lets you securely connect your first-party data for audience targeting and campaign measurement, leveraging confidential computing technology.
- Confidential computing uses Trusted Execution Environments (TEEs) to protect data during processing, ensuring no one — not even Google — can access the information.
Why we care. As data privacy regulations tighten and consumers demand greater transparency, it is in advertisers’ best interest that Google Ads platforms have a simplified way of ensuring that data handling meets all security regulations.
The details.
- Confidential matching isolates business data during processing, safeguarding sensitive information like customer identities.
- It uses Google Cloud’s Confidential Space technology, which has already been deployed in industries like finance and healthcare for secure data processing.
How it works: TEEs offer added security by default, providing technical assurances such as transparency into the product’s code and “attestation” — proof that the data is processed correctly.
- TEEs are widely used to protect sensitive data, and Google Ads will use this proven technology to enhance data privacy for advertisers.
The big picture: Confidential matching is part of Google’s broader commitment to privacy and security. Advertisers will benefit from enhanced protections at no extra cost.
- Google is also sharing its TEE architecture and offering open-source examples to help the broader advertising ecosystem adopt similar solutions.
What’s next: Confidential matching is now the default for Customer Match in Google Ads. More features, including encryption support, will roll out globally in the coming months, expanding to more ad products like enhanced conversions.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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