Confidential Matching is the first use of confidential computing in Google’s ad products and is intended to revolutionize first-party data management for ads.
There is a central update for secure data processing in the Google Ads cosmos. Google recently introduced Confidential Matching. This is intended to enable first-party data to be combined completely securely for measurement and target group solutions. Google Blog The Keyword Deutschland explained Kamal JanardhanSenior Director of Product Management, Measurement:
(…) This is only the first use of confidential computing in Google’s ad products, and there are plans to use this privacy-preserving technology in other products over time.
Data protection requires new solutions: Confidential Matching takes this into account
The new Confidential Matching option provides additional protection for customer data in a marketing context. According to Janardhan, it can be combined with the transparency of the product code and an attestation for data processing. Based on the Confidential Computingwhich uses special software and hardware called Trusted Execution Environments (TEEs), data can be protected in various contexts – for example, in digital financial transactions or medical portals. In the Google Cloud there is an offshoot called Confidential Spacewhich can protect data from all parties involved. The company uses this as the basis for ads in the context of confidential matching. This means that data processing is isolated in such a way that no one – not even Google – can access the data during processing.
If advertisers share advertising data with Google Ads, it is processed using Confidential Matching by default. This is also intended to promote trust in the industry. The new solution will be available to customers at no additional cost from now on. And Kamal Janardhan adds:
(…) In addition, the TEE architecture is presented together with some open source examples dividedto help others build confidential solutions. We will continue to work with other advertising industry players to drive adoption and develop standards for this privacy-preserving technology.
Confidential Matching does not change the way Google’s advertising products work, but it will become the standard for all data connections in the Customer Match area, including those in Google Ads Data Manager. It is now available in Customer Match available. However, Google wants to make the new privacy-centric matching available for even more advertising solutions. An integration for Enhanced Conversions on the web is already planned for the coming months. The processing will take place in the background. The way the Google tag and conversions are measured will not change. And advertisers do not have to do anything at first to benefit from the data protection solution in the Google Ads cosmos.
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Source: onlinemarketing.de
