The present disclosure provides a detailed description of techniques used in systems, methods, and in computer program products for building and operating a match cooperative without handling personally identifiable information. The various embodiments address the problem of discovering attributes pertaining to a particular user without sharing personally identifiable information pertaining to that particular user. More specifically, the claimed embodiments are directed to approaches for receiving online and offline PII and NPII associated with various users, obfuscating (e.g., hashing) the PII, and matching the obfuscated PII to the NPII based on various data (e.g., common attributes, etc.) and methods (e.g., deterministic matching, probabilistic matching, etc.). The matched NPII attributes can then be used to target the user associated with the obfuscated PII in online advertising campaigns.