Google debuts ‘confidential matching,’ a move to quell advertisers’ concerns around data leakage

Many of the headlines surrounding Google center largely on how the biggest company in advertising will look following its latest battle with the U.S. government.

However, away from the developments in a courtroom in Eastern Virginia, it’s business as usual for Google. On Sep. 12, it unveiled a new tool to its suite of marketing dubbed “confidential matching.”

According to Google, the new offering uses “Trusted Execution Environments” (TEE) to help advertisers use its suite of marketing tools for their online campaigns to ensure that their first-party data, such as CRM lists or customer loyalty data, is less prone to data leakage.

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