Google has enhanced one of its core advertising products by adding encryption in order to ensure the security of advertisers' customer information amid increasing data usage for personalised ads. The privacy-enhancing technology (PET), known as confidential computing, provides transparency into product code and the ability to verify data processing. It is the first time Google has implemented this technology in its advertising products, with plans to extend it to more offerings in the future.
Trusted Execution Environments (TEEs) are a key component of confidential computing and are used in various industries to protect sensitive data. Google's use of confidential computing in Ads aims to separate business data during processing and protect sensitive customer information. Kamal Janardhan, senior director of product management at Google, stressed the company's commitment to making confidential computing and related technologies accessible to all, aligning with their privacy principles.
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