Google yesterday unveiled Confidential Publisher Match, a new deterministic identity solution, and named Roku as its first publisher partner – an announcement made during the Google NewFront 2026 livestream, which aired at 11:30am ET on March 23, 2026.
The integration connects Google's demand-side platform,ย Display & Video 360, with Roku's streaming inventory through encrypted identity matching. At its core, the solution maps Google IDs to Publisher IDs, allowing advertisers to match their first-party data with Roku's audience without exposing underlying personal information. According to Roku's announcement published March 23, the company “will provide Display & Video 360 advertisers with greater access to encrypted, identity matching for Roku Media in Display & Video 360.”
For programmatic teams and media buyers already working within Display & Video 360 or measuring viaย Campaign Manager 360, this is a direct capability addition. No workflow changes are required to access Roku Media through existing SSP paths, according to the company.
What Confidential Publisher Match does technically
The name draws directly from a line of Google identity infrastructure that has been building since at least September 2024.ย Google introduced Confidential Matchingย that month as a default for Customer Match and Google Ads Data Manager, using Trusted Execution Environments – specialized hardware and software combinations that isolate data during processing. The key technical claim is that no party, including Google itself, can access the data being processed within the TEE.
Confidential Publisher Match appears to extend that same TEE-based infrastructure to publisher-side identity reconciliation. Rather than relying on third-party cookies or probabilistic identifiers, it performs what the industry callsย deterministic matchingย – meaning the identity signal is based on verified, logged-in user data rather than inferred from behavioral signals.
The underlying…