🔐 Today we’re announcing confidential matching, a new privacy centric way that advertisers’ first party data will be connected to and processed in Google Ads. Now when you connect your first party data to Google Ads for Customer Match, and soon for enhanced conversions, it will automatically be processed using confidential matching – no additional work is required on your end. Confidential matching is powered by a technology called confidential computing, which uses special software, and hardware called a trusted execution environment or TEE (you may recall we mentioned this at GML this year) to securely process data. Confidential matching can ensure your data remains encrypted and unseen by anyone, including Google. Advertisers also have the option to encrypt their data themselves and receive proof that their data is processed as intended. Confidential matching is now available to all customers globally. Learn more here: blog.google/products/ads-com…