Cookie Bites #113 - Google’s Ad Privacy Strategy, Retail Media’s $55B Forecast for 2024, and Yahoo’s First-Party Data Power Play
Industry Insights
Google Ads Adopts Trusted Execution Environment for Enhanced Data Security
Google Ads has launched a new privacy feature called confidential matching. It uses Trusted Execution Environment (TEE) to secure first-party data for ad targeting and measurement. The TEE makes it so that only advertisers can access their data. They only get aggregated reports, not user-level data. Advertisers keep control of their data with their own encryption key.
The feature is available to all users and will soon be used for enhanced web conversions. The feature is a move to improve industry standards. It's a Google and IAB Tech Lab collaboration that makes the TEE architecture publicly available to encourage industry-wide adoption and transparency.
Will this finally help set industry standards for privacy in advertising? What we can infer is that, this step, combined with the latest Google's Antitrust Trial and even Google’s decision to keep cookies in Chrome, reinforces the ongoing efforts to prepare for a privacy-driven future in advertising — highlighting that prioritizing privacy in ad strategies is no longer optional, but essential.
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