Hydrophobically modified, alkali-soluble, anionic associative thickener, designed to offer medium shear rate viscosity in interior/exterior paints. Can be used as either a primary or co-thickener in water based coatings. Facilitates the formulation of paints with excellent thickening efficiency, a very good heat-aging stability, washability, color acceptance and low foaming in roller applications. Offers the potential to improve hiding in the manufacture of some paints. Paints formulated with ACRYSOL™DR-180 Rheology Modifier as a sole thickener offers improved flow and leveling over that of cellulosic thickeners, and lower raw material cost compared to cellulosic thickeners. Delivered as a low viscosity liquid, offers ease and handling and incorporation during paint manufacture. It is resistant to microbiological degradation, and offers resistance to viscosity loss in the paint, a common problem encountered by paint manufacturers. APEO-free and contains no added formaldehyde or formaldehyde generators.