How Alibaba’s Secure Data Hub Enables Privacy‑Preserving Advertising Collaboration

Recently, the National Data Administration announced the first batch of pilot units for data anonymization flow standards, with Taotian Group (Alibaba Beijing Software Services Co., Ltd.) selected for its leading practice in privacy computing, anonymization algorithms, and trustworthy data circulation.

Alibaba’s advertising platform, Alimama, has built a privacy protection and data governance system for the ad ecosystem, and launched Secure Data Hub (SDH), a data clean‑room solution for ad engines, advertisers, and third‑party auditors. SDH enables compliant multi‑party data fusion, joint modeling, and collaborative computation while protecting privacy.

SDH integrates MPC, differential privacy (DP) and privacy‑preserving machine learning (PPML) to create a secure closed‑loop covering data input, joint computation, and result output. In scenarios such as audience insight, delivery optimization, attribution, and effectiveness measurement, fine‑grained permission control, anonymization, and encrypted computation ensure raw data is “usable but invisible,” preventing any party from accessing plaintext.

Brands can collaborate across domains without exposing user privacy or commercial sensitive information, gaining trustworthy, actionable insights while respecting data sovereignty and compliance. The platform continues to evolve, expanding cooperation with brands, media, and partners, and aims to provide reliable, easy‑to‑use, compliant data collaboration solutions for the advertising industry.