FourthWall intros privacy-preserving household matching

FourthWall Media announced the market-wide release of Reveal Connect, a household matching product intended to enable the creation of custom audiences by connecting ...

Analytics

FourthWall Media announced the market-wide release of Reveal Connect, a household matching product intended to enable the creation of custom audiences by connecting disparate datasets while preserving privacy. Reveal Connect is based on patented technology and as a key component of the company's Reveal analytics platform. Now FourthWall Media is offering Reveal Connect as a stand-alone product.

Reveal Connect is designed to provide the software and platform for companies to build custom audiences and to create dynamic unions of data while not exposing personally identifiable information outside of their networks or premises.

"We are excited to offer Reveal Connect to the wider world," said Ellen Dudar, chief product officer of FourthWall Media. "We have used Reveal Connect with many MVPDs, analytics partners, third-party data providers, and various unique custom datasets to power dynamic matching. As more and more companies drive toward outcome-based analytics, we recognize their need to create detailed custom audiences while maintaining control of the process and control of their own customer data. Reveal Connect is uniquely positioned to address these needs."

Reveal Connect works by providing networks, brands and agencies the capabilities to create their own matches in-house so that PII associated with households never leaves its source. An anonymized, common key is generated to connect attributes, characteristics, and behaviors across datasets.

"We consistently hear three concerns about traditional matching methods when we talk with industry partners," said Tim Peters, CEO of FourthWall Media. "The first is a lack of control over the process and PII. The second is the length and variability of timing when conducting matches, and the third is the cost of doing matches. We address all of these issues with Reveal Connect by putting the product into our partners' hands and giving them control."

When partners use Reveal Connect is designed to let users create custom audiences from their first-party data, for a faster turnaround time while protecting customer information.        

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