What's the purpose of using confidential computing (Trusted Execution Environments) within the Google Ads Data Manager?

Confidential computing, utilizing Trusted Execution Environments (TEEs), is designed to process first-party data securely within the Google Ads Data Manager. TEEs create an isolated, encrypted environment where data can be processed without being exposed to the cloud provider (Google) or other unauthorized entities, even while in use. This directly protects user privacy by ensuring sensitive first-party data remains confidential during analysis. It does not replace the Google tag, which is for data collection. It also does not automatically increase daily spend or allow Google to access unhashed PII; rather, it enhances data security and privacy.