Microsoft Azure CTO believes confidential computing is the future of targeted advertising
According to Russinovich, the Royal Bank of Canada has already set up a clean room where they can take purchasing data from merchants and combine it with their own information about the consumers' credit card transactions to get a"fuller picture" of their behavior, without RBC seeing or revealing any confidential information from the consumers or the merchants., which forbids the use of personal information for applications other than that which it was collected for.
Researchers have been hampered because of strict regulations regarding the sharing of personal health information , according to Russinovich, but confidential computing can address this because the data is protected not just at rest, but also while in use. This removes the need for data providers to anonymize the data before sharing it with researchers, he claimed.
But there are still challenges to adoption, he claimed. One is the availability of newer technology such as SEV-SNP and TDX across different regions and services, while another is performance.
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