Google introduces Confidential Matching to improve data privacy

Introducing Google's new private attribution tool built on privacy-first techniques that made a way for personal mapping in ad campaigns true to the source.

Google announced confidential matching, a new way to securely join marketers' first-party data with secrets through the power of computing. This creative strategy uses Google's audience and measurement tools to increase ad campaign accuracy and data protection.

Anthony Katsur, CEO of IAB Tech Lab, had also stated, "IAB Tech Lab has been advocating for privacy-enhancing technologies for years. Google's deployment of confidential computing demonstrates the increased demand for PET-based solution delivery."

‘‘Confidential matching gives us the assurance that we are delivering what our customers expect in terms of privacy as we intermediately grow our business through, without constant ambitious changes within the digital environment,‘‘ said Markus Käppeli, Head of search engine marketing and online analytics at Möbel Pfister AG.

Secure and reliable, confidential matching enables these enterprises to use their first-party data without risk or exposure, while concurrently making it impracticable for the service provider or even Google to see raw data.

Google believes its commitment to privacy goes beyond confidential matching. The business is also publishing its TEE architecture and open-source samples to enable more widespread use of this technology in the advertising sector.

As part of its continued commitment to protect user data, Google plans to expand the use of privacy-safe technologies for all its advertising products. This will mean increased conversions enabled via the Google tag being able to use a privacy-safe matching to analyze first-party data. Google aims to make reach more efficient and safer for marketers to meet privacy regulations with secret matching.