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Identifying individuals in big data

Is it really impossible to re-identify an individual from supposedly "anonymised" big datasets?

We often hear that big data sets which describe our behaviour have been “anonymised” to protect our privacy. Does this really work? Is it really impossible to re-identify an individual from these datasets?

Watch this video to hear about new research that suggests that most individuals can be uniquely identified simply from the time and location of four credit card transactions. What consequences does this have for our privacy?

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Big Data: Measuring And Predicting Human Behaviour

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