Data anonymization obscures or removes personally identifiable information
from a dataset, to protect the privacy of the people associated with that data.
Our data is being collected, stored, and used all the time. What we do, where we work, how we entertain ourselves, where we shop, what we buy, how much money we make, and how we spend it, which doctors we see, what medications we take, where we go on vacation, which car we drive – the list is endless. We’ve witnessed social media companies selling our information to the highest bidder, and then being prosecuted for it. We’re harassed by ads on a daily basis, only because we searched for a particular term. No wonder the world is taking action.
Thanks to data privacy legislation, led by Europe’s GDPR, and California’s CCPA, the consumer has been given a voice and with it, the right to be anonymous. So when an organization does use my data (as it inevitably will), it can never be traced back to me. This is the essence of data anonymization.
Formally put, data anonymization is the process of obscuring or removing Personally Identifiable Information (PII) from a dataset, in order to protect the privacy of the people associated with that data. The objective of data anonymization is to make it extremely difficult (or impossible) to recognize (or “reidentify”) individuals from their data, while keeping the information functional for software development and testing analysis, research, or other legitimate purposes. Data anonymization is an umbrella category that includes data masking, pseudonymization, data aggregation, data randomization, data generalization, and data swapping.
This guide delves into each one of these types of data anonymization, as well as the toolbox of techniques at their disposal. It goes on to discuss the advantages and disadvantages of the anonymization process, the challenges it faces, and directions for future research. It concludes with the discovery of a new approach which holds great promise for keeping personal data private, for compliance with regulations, customer trust, and the right to remain anonymous.
Data anonymization transforms personal or sensitive data in such a way that it can’t easily be linked to aspecific individual or business entity. In other words, it reduces the risk of re-identification, in order to comply with data privacy laws and heighten security.
The anonymization process typically involves data deletion, or data masking, of any Personally Identifiable Information (PII), such as names, addresses, telephone numbers, passport details, or Social Security Numbers. Towards this end, values are replaced or removed, by using cryptographic techniques, or adding random noise, in order to protect the data.
Anonymized data is typically used in research, where access to large volumes of real, but privacy-protected, data is necessary. It’s important to note that data anonymization can’t guarantee complete anonymity, with the possibility for re-identification attacks, particularly when the anonymized data is combined with publicly available sources. Therefore, data teams must carefully consider the risks and limitations of their data anonymization tools when working with personal or sensitive data.
Data anonymization tools play a critical role in protecting personal privacy by preventing the exposure, and exploitation, of people’s sensitive information. With the ever-increasing amounts of data being collected and stored, the risk that personal information could be accessed and misused – without someone’s knowledge or consent – is greater than ever. When personal information is violated, not only is it a breach of security for the organization, but, more importantly, a breach of trust for the customer or consumer. Such attacks can lead to wide-ranging privacy violations, including breach of contract, discrimination, and identity theft.
By hiding or deleting the PII from datasets, data anonymization severely limits the ability of unauthorized users to access, or use, personal information. In addition to preventing privacy breaches, and protecting the rights of the individual, data anonymization enables organizations to comply with data privacy regulations – like APPI, CCPA, DCIA, GDPR, HIPAA, PDP, SOX, and more – which require companies to take preventative measures to protect individual personal data.
Just as important, even after data is anonymized, it can still be used for analysis purposes, business insights, decision-making, and research – without ever revealing anyone’s personal information.
The main driver for data anonymization is the increasing amount of data being collected and stored by organizations, and the corresponding need to protect the privacy of the people associated with that data. With the exponential growth of the data economy, enterprises are amassing more personal data than ever, from a wide variety of sources including e-commerce, government and healthcare sources, as well as social media. This treasure trove of information can be used for many different purposes.
Just as the data economy continues to grow, so does the commensurate need for data privacy compliance. With increased public scrutiny of data privacy, combined with the demand for better ways to protect personal information, data anonymization has become widely accepted. At the same time, it permits the data to be used for legitimate purposes.
Plus, as AI and machine learning technologies continue to emerge, massive quantities of data are needed to train models, and then share them between different business domains. Data anonymization addresses the privacy concerns associated with data sharing by making it really difficult to reidentify individual information from the datasets.
Finally, as data protection regulations become more widespread, and more stringent, companies must take appropriate measures to protect their constituents’ personal data. Data anonymization answers that need.
There are 6 basic types of data anonymization, including:
Learn from industry firm Gartner about data data anonymization and data masking, including:
There are 5 key data anonymization techniques, including:
Below is a summary of the advantages and disadvantages of data anonymization:
Advantages |
Disadvantages |
Makes the identification of a person in a dataset impossible, or highly unlikely |
May reduce data utility by modifying or removing important PII elements |
Permits data sharing for legitimate purposes, such as analysis and research |
May allow for reidentification, if an attacker is able to cross-reference additional data |
Enables quicker and easier compliance with data privacy laws |
May require expertise, and specialized tools, adding to complexity and cost |
Blocks attackers from gaining access to sensitive information |
May not provide full data privacy protection (if reidentification succeeds) |
Minimizes the risk of errors, such as incorrect linkage of data |
May not work on data that’s very sensitive, or that has unique properties |
Reduces costs, with consent-free data reuse and no need for secure storage |
May be time-consuming, resource-intensive, and not very scalable |
Healthcare
The healthcare industry uses data anonymization to protect the privacy of patients, while permitting their data to be used for legitimate purposes such as analysis, reporting, and research. In healthcare, data anonymization is used to secure medical histories, personal information, and treatment details. For example, data anonymization might be used for studies evaluating the efficacy of certain drug treatments, or to identify trends in disease outbreaks, without exposing patient PHI (Protected Health Information). It’s also used to comply with data privacy laws, such as the Health Insurance Portability and Accountability Act (HIPAA).
Financial Services
Banks, brokerages, and insurance companies employ data anonymization to protect sensitive information such as financial histories, PII, and transaction information. Financial institutions can share and use anonymized data for research, analysis, and reporting, without compromising client privacy. For instance, data anonymization is used to identify fraud patterns, or to test the effectiveness of marketing campaigns, without exposing any identifiable information. It’s also used to comply with data privacy laws, such as PCE DSS, which protects payment details, the US Securities and Exchange Commission (SEC), and the Financial Industry Regulatory Authority (FINRA), which require financial institutions to secure the personal and sensitive information of their clients.
Telecommunications
Telcos use data anonymization to protect sensitive information, such as call/message logs, location details, and PII. They share and use anonymized data for reporting, research, and analysis, without the fear of compromising customer privacy. For example, data anonymization can be used to enhance network performance, gauge the effectiveness of marketing campaigns, or identify usage patterns – without exposing any identifiable data. It's also used to comply with data protection regulations, such as the US Federal Communications Commission (FCC) whose privacy rules protect broadband consumers by granting them choice, transparency and security for their personal data.
Government
Local and national governments employ data anonymization to protect sensitive data, such as citizen information, voting records, and tax records. They share and use anonymized data for analysis, research, and reporting, with no risk to the privacy of their citizens. For instance, data anonymization can be used to conduct population-based studies, to measure the effectiveness of public policies, or to understand trends in crime or poverty – without exposing citizen-identifiable information. It's also used to comply with data protection regulations, such as the General Data Protection Regulation (GDPR), and the California Consumer Privacy Act (CCPA), which require government agencies to protect the personal and sensitive information of their citizens.
The 4 main challenges to data anonymization are:
Preempting reidentification
No matter how well data teams try to anonymize data, the risk of linking anonymized data to a single person always exists. One of the main ways to determine the identity of specific individuals is through linkage attacks, which cross-reference anonymized data with publicly available records. A linkage attack could be carried out by combining anonymized bank information with data from a voter registration database. Another way to reidentify individuals is via an inference attack, which uses their attributes, such as age and gender, to infer their identity. One example of an inference attack is to cross-reference location, and browsing histories, to infer their identity. There have been several advancements in reidentification over the years. Today, machine learning models can be used to analyze patterns found in anonymized datasets. Advanced data mining and data linkage methods make it easier to combine multiple datasets to perform reidentification.
Finding the right balance between privacy and utility
Balancing privacy and utility is a major challenge for those involved in data anonymization. A risk-based approach helps ensure that the level of anonymization is directly proportional to the level of risk associated with the data. For example, data containing medical records probably requires a higher level of anonymization than data containing demographic information. Other approaches include differential privacy, as described above, and the use of AI/ML-based generative models (like GANs).
Developing international standards and regulations
As data becomes more and more important to businesses and researchers, the need for consistent and effective governance of data anonymization has become acute. A number of different standards and regulations for data anonymization currently exist, each with its own strengths and weaknesses. For example, while GDPR provides strong protection for personal data, it makes data sharing (for business and research purposes) quite difficult. One potential solution is to develop a single standard for data anonymization that protects personal data while also accommodating different data types, legal requirements, and use cases.
Integrating with AI and ML models
The integration of Artificial Intelligence (AI) and Machine Learning (ML) is a key challenge in data anonymization. The most obvious approach is to incorporate AI/ML in the data anonymization process, with methods like Generative Adversarial Networks (GANs) which generates synthetic data that preserves the statistical properties of the original information while removing PII. A possible future direction is to use AI/ML for data de-anonymization, including methods for reidentification and linkage. Since data de-anonymization is a real threat to data privacy, AI/ML can help identifying and fix any vulnerabilities in the process.
Future research in data anonymization might focus on:
With a business entity approach, data teams can anonymize data quickly and efficiently. A business entity solution integrates and organizes fragmented data from multiple source systems according to data schemas – where each schema corresponds to a business entity (such as a customer, vendor, or order).
The solution anonymizes data based on an single business entity, and manages it in its own, encrypted Micro-Database™, which is either stored, or cached in memory. This new, patented technology enables data anonymization at record speeds.
An entity-based data anonymization solution supports test data management tools with data masking software and data tokenization software – using the same platform and the same implementation – reducing time to value and total cost of ownership.
Data privacy regulations are driving enterprises to anonymize the data of their important business entities (customer, suppliers, orders, invoices, etc.).
This paper covered the definitions of, and need for, data anonymization, listing its types, techniques, applications, challenges, and future research in the field.
It concluded by presenting a business entity approach to data anonymization, delivering unprecedented performance, scalability and cost-effectiveness.
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