Matchbook has launched a new IP-to-Hashed Email (HEM) data-matching pathway designed to connect first-party data with digital identity signals and improve cross-channel advertising measurement. The new capability links IP addresses with hashed email identifiers alongside existing signals such as latitude and longitude coordinates and Mobile Advertising IDs (MAIDs). Matchbook said the approach can help brands, agencies, and advertising technology providers improve audience reach, retargeting, and attribution by connecting digital activity with first-party customer data. The pathway is also designed to support connected TV use cases and consolidate multiple identifiers within a centralized identity graph. At its core is Matchbook’s dynamic Confidence Score, which evaluates the strength of relationships between IP addresses and hashed emails to help advertisers assess match quality and data accuracy.
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“By integrating IP addresses to hashed email mapping into Matchbook, we are delivering a privacy-forward foundation to first-party data owners that bridges signal gaps without sacrificing accuracy and scale,” said Vinod Kashyap, Chief Product Officer at Digital Envoy. “This pathway gives brands and platforms the transparent, confidence-scored intelligence they need to execute cross-channel attribution while maintaining strict respect for consumer trust.” Matchbook IP-to-HEM is currently available in the U.S. market.