Google launches confidential matching for data privacy – Search Engine Land
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…
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source: https://news.oneseocompany.com/2024/09/12/google-launches-confidential-matching-for-data-privacy-search-engine-land_2024091258320.html
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