In today’s digital economy, data security is a top priority for global enterprises worldwide. As organizations increasingly rely on data for decision-making, fuel innovation, and maintain a competitive edge, the risks associated with data breaches, unauthorized access, and cyber threats continue to escalate. Data security now goes beyond preventing attacks. It safeguards the integrity, confidentiality, and availability of core business assets. In this report, we examine data security’s key dimensions, outlining the essential measures that enterprises must adopt to protect their data assets. The report analyzes data security’s importance in the digital economy and the key differences between data security, cybersecurity, and data privacy. It recommends best practices to secure data across its life cycle. The report assesses the provider landscape, emerging technologies, and generative AI’s dual role in data security. Additionally, it evaluates data security’s future and its influence on digital transformation. Scope All industries and geographies Contents In this report, we examine: Data security’s importance in today’s digital economy Key differences between data security, cybersecurity, and data privacy Best practices to secure data across its life cycle Evolving provider landscape and emerging technologies Generative AI’s impact on data security Future trends shaping data security and digital transformation

Ever-growing information volumes and analyses have started posing significant challenges to preserving data privacy and security. Existing methods of data protection cover only data at rest or in transit. Data in the computation or processing phases often remains vulnerable to security risks. Confidential computing is a relatively novel method to protect data in use through the use of Trusted Execution Environments (TEEs) at the hardware level to ensure comprehensive security model. This report explores the market opportunity for confidential computing across key market segments. Scope All industries and geographies In this research, Everest Group analyzes the market opportunity for confidential computing using proprietary datasets, consultations with market stakeholders, and inputs from members of the Confidential Computing Consortium, a project community at the Linux Foundation Contents In this research, we study the following topics: Total Addressable Market (TAM) opportunity and growth for confidential computing Segmentation of TAM across hardware, software, and services segments Distribution of market opportunity by industry and geography TAM scenario analysis Factors driving the spend on confidential computing Key use cases driving the technology’s adoption Implications for key market players Membership(s) Digital Services Cloud and Infrastructure Services Sourcing and Vendor Management

The digital advertising market is on the precipice of change. Governments and consumers alike have questioned business norms in digital advertising over the last few decades, resulting in stringent regulations and erosion of customer trust. While this has driven many changes, Apple’s changes to the Identifier for Advertisers (IDFA) and Google’s introduction of Federated Learning of Cohorts (FLoC) are expected to have a lasting impact on the ecosystem. This report provides marketers a view on the above changes, reactions of the broader marketing ecosystem, emerging trends that are expected to stay, and a way forward for marketers. Scope: Industry: marketing services Geography: global Contents: In this report, we focus on: Understanding privacy concerns and regulatory changes in the marketing landscape Understanding Apple’s and Google’s moves in the space Reactions from the marketing ecosystem Long-terms implications of these changes on the ecosystem The way forward Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management