Google Ads has launched confidential matching, a new technology that helps advertisers use their first-party data securely while protecting customer privacy. Built on confidential computing—which uses Trusted Execution Environments (TEEs) to safeguard data during processing—confidential matching allows businesses to connect with their audience and measure ad performance without exposing sensitive information.

Key benefits for advertisers

• Built-in security: Confidential matching ensures that first-party data is protected automatically. Even Google cannot access the data during processing, giving advertisers peace of mind. Advertisers with strict policies can also choose to encrypt their data before sharing it with Google.
• Proven technology: TEEs are trusted across industries like finance, where they safeguard critical data. Google uses its Confidential Space technology, which has undergone third-party security reviews, to power confidential matching.
• No additional cost: This technology is available to all advertisers at no extra charge. Google is also sharing its TEE architecture and open-source examples to encourage wider adoption of privacy-enhancing technologies across the advertising industry.

Confidential matching is now the default for data connections made via Customer Match and Google Ads Data Manager. In the coming months, Google will expand its use to other advertising products, starting with enhanced conversions via the Google tag.

For more details, read Google’s official announcement here.