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 has unveiled "Secret Matching," a new, secure method for marketers to connect their first-party data with sensitive information using advanced computing technology. This innovative approach leverages Google's audience and measurement tools to enhance ad campaign precision while ensuring robust data protection.

Confidential matching allows businesses to use their first-party data securely without risk of exposure, ensuring that even Google cannot access the raw data. "Confidential matching provides the confidence that we're upholding our customers' privacy expectations while we grow our business in an ever-changing digital landscape," said Markus Käppeli, Head of Search Engine Marketing and Online Analytics at Möbel Pfister AG.

Google's privacy commitment extends beyond confidential matching. The company is also releasing its Trusted Execution Environment (TEE) architecture and open-source samples to promote broader adoption of privacy-enhancing technologies in the advertising industry.

Google plans to expand the use of privacy-safe technologies across its advertising products, enabling marketers to analyze first-party data securely through privacy-safe matching in the Google tag. This initiative aims to make reaching audiences more effective and compliant with privacy regulations through Secret Matching.