While users value personalization, they also want brands and platforms to be responsible and transparent about data practices. Privacy-enhancing technologies will be critical to maintaining user expectations regarding both privacy and utility of digital marketing. Trusted execution environments (TEEs) are a form of PET often used to protect sensitive information such as passwords and credit card numbers. They can also be used to improve data privacy while still providing utility, by allowing advertisers to restrict access to specific customer information and platforms to leverage insights from the information to deliver outcomes, while processing less data in a more privacy protective way. Please join us for a discussion of TEEs and how Google is applying this new PET to protect users.