The news: Google is bringing a technology used to protect credit card and password information to advertisers, allowing them to integrate their first party data with the ad giant while preventing other advertisers and Google from accessing sensitive information.

• The product, known as confidential matching, will be available at no extra cost to advertisers, Google said. Confidential matching will be applied to customer match, which enables advertisers to integrate their first-party data with Google to target new consumers.
• The company also plans to apply Trusted Execution Environments (TEEs), the technology that fuels the privacy feature, to other aspects of its ad business.