A system is provided for controlling privacy in an exchange of an asset. The system receives an offer query of an offeror that includes an offeror reveal condition, an asset identifier of the asset, and offeror terms of exchange. The system accesses an offeree reveal condition and offeree terms of exchange for the asset. The system determines whether the offeror reveal condition and the offeree reveal condition are satisfied and determines whether the offeror terms of exchange and the offeree terms of exchange are satisfied. When the offeror reveal condition, the offeree reveal condition, the offeror terms of exchange, and the offeree terms of exchange are satisfied, the system reveals the offeror to the offeree and the offeree to the offeror.