Privacy regulations such as the EU General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have reshaped how companies collect and use personal data. GDPR grants people the right to erase their data, withdraw consent, access and correct their information, and be informed about the ways their data is used. Regulations like GDPR and CCPA require companies to obtain explicit, informed consent before processing personal data and to be transparent about their data‑collection practices. In designing Reveal, we embedded these principles into every part of the product so that our clients can confidently use person‑level insights without compromising compliance.
1. U.S.‑only data collection to avoid GDPR applicability
One of the easiest ways to stay out of scope of GDPR is to avoid collecting or processing data about people in the European Economic Area. Reveal follows this approach. The platform identifies and enriches traffic only from visitors whose IP addresses indicate they are located in the United States. This technique—sometimes called IP ring‑fencing—is recognized in the industry as a GDPR compliance measure because it limits databases to U.S. profiles. By deliberately excluding EU traffic from identification, Reveal prevents inadvertent collection of EU personal data, which means that GDPR’s territorial scope is not triggered. Visitors from outside the U.S. simply remain anonymous within the system.
2. Lawful basis: using consented data
Under GDPR, companies must have a lawful basis for processing personal data. Consent is one such basis, provided it is “clear, unambiguous and revocable”. Every contact in Reveal’s database has previously opted‑in to partner marketing. When individuals submitted their information on partner sites they agreed to receive marketing offers from selected partners; this opted‑in consent serves as the lawful basis for Reveal to process and share their data. A leading AI GTM platform explains that it is fully compliant because “every lead has opted into partner marketing” and that it only de‑anonymizes U.S. traffic. Reveal follows the same pattern: we never expose or sell data from people who have not given permission, and we never gather sensitive categories of data. Users can revoke consent at any time by visiting the Manage Your Data portal, and their data will be removed from our systems.
3. Transparent privacy practices and user rights
GDPR and CCPA emphasize transparency and user control. Businesses must clearly disclose how they collect and use data and must give people tools to exercise their rights. Reveal’s privacy policy explains our data sources, the purpose of processing and the rights available to individuals, including the right to access, correct or erase their information. Our Manage Your Data portal lets anyone look up whether they are in our database and submit requests to access, update or delete their data. We honor these requests promptly and provide confirmation. By making it easy for individuals to see what data we hold and to opt out, Reveal aligns with GDPR’s emphasis on fairness and accountability.
4. Minimal and secure data processing
GDPR’s principles of data minimization and integrity/confidentiality require companies to collect only the data necessary for a stated purpose and to protect that data against unauthorized access. Reveal’s script collects device IDs and IP addresses solely to match a visitor to an existing consented record. We do not drop third‑party cookies; instead, we use digital fingerprinting techniques that rely on non‑cookie identifiers. This approach mirrors techniques described in industry discussions, where advanced platforms use IP addresses and digital fingerprinting to de‑anonymize web traffic while adhering to GDPR and CCPA requirements. Once a match is made, we provide only the data needed for sales or recruiting outreach—such as verified email addresses or phone numbers—and we retain this data only as long as necessary. All personal data is encrypted in transit and at rest, and access is restricted to authorized personnel under strict contractual obligations.
5. Vendor and partner compliance
Reveal works with data suppliers and technology partners that demonstrate adherence to GDPR, CCPA and other privacy frameworks. We require all vendors to contractually guarantee that they obtained data lawfully and have appropriate consent. Regular audits ensure that our partners’ data‑collection practices remain compliant. Our Data Processing Addendum (DPA) outlines the responsibilities of each party, including breach notification, data subject request procedures and data transfer safeguards. These measures align with the obligations imposed on processors and controllers under GDPR and CCPA.
6. Keeping pace with evolving regulations
Data privacy laws are constantly evolving. Regulatory frameworks such as Brazil’s LGPD and South Africa’s POPIA—mentioned alongside GDPR in a discussion of privacy laws—indicate a global trend toward stronger privacy protections. Reveal maintains a privacy governance program that monitors legislative developments and updates our processes accordingly. By implementing data minimization, ensuring consent, restricting international data flows and providing robust user rights, Reveal can quickly adapt to new regulations without sacrificing the quality of its lead intelligence.
Digital marketing is moving toward greater accountability and respect for personal data. Regulations like GDPR and CCPA require companies to obtain explicit consent, minimize data collection and provide individuals with control over their information. Reveal embodies these principles. It focuses exclusively on U.S. website visitors, ensures every lead has previously consented to partner marketing, offers transparent privacy policies and self‑service data management, and uses secure, minimal data‑collection techniques to connect buyers and recruiters with high‑intent leads. By embedding compliance into its core functionality, Reveal allows clients to unlock valuable person‑level insights while respecting the fundamental rights of individuals.