Google to Accept Default Encrypted Customer Data Starting November 16
Starting November 16, Google will begin accepting default encrypted customer data instead of manually hashing it, via CRM, cloud storage, and API connections.
Google announced that, effective November 16, it will stop requiring customer data to be uploaded in SHA-256 hashed format in the Google Ads Data Manager tool, allowing default encrypted data uploads instead.
The change covers connections for CRM systems, cloud storage, file uploads, and APIs, according to a notice reported by the PPC Land platform.
Google stated that it decrypts, normalizes, and matches data inside a hardware-isolated execution environment, in a move aimed at reducing errors resulting from manual hashing prior to upload.
The notice did not clarify how the company will handle legacy hashed files, how opt-outs will be managed, or whether it will allow independent verification of the matching method—points the report noted remain open.
What do these terms mean?
SHA-256: An algorithm that converts text or data into a fixed-length digital fingerprint, commonly used to obfuscate customer data prior to uploading.
Customer Relationship Management (CRM): A system in which a company stores customer data and interactions, such as orders and messages.
Isolated Execution Environment: A computing space separated from the rest of the systems, where sensitive data is processed without mixing with other data.
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