Sorry, your 'anonymized' data probably isn't anonymous

Anonymized data sets are a joke. And, as a newly published study shows, the joke just so happens to be on you.

From your credit card purchases to your medical records to your online browsing history, companies are sharing and selling so-called de-identified data sets containing a record of your every move. The information is supposedly stripped of any specific details — like your name — that would tie it directly back to you. However, it just so happens that true anonymization of your personal data is a lot more difficult than you might think.

So finds a study published today in the journal Nature Communications. Researchers determined that, using their model, "99.98% of Americans would be correctly re-identified in any dataset using 15 demographic attributes."

While 15 demographic attributes may sound like a lot of data to have on one person, the study puts this number into perspective.

"Modern datasets contain a large number of points per individuals," write the authors. "For instance, the data broker Experian sold [data science and analytics company] Alteryx access to a de-identified dataset containing 248 attributes per household for 120M Americans."

That anonymized data sets can be de-anonymized isn't itself news. In 2018, researchers at the DEF CON hacking conference demonstrated how they were able to legally and freely acquire the apparently anonymous browsing history of 3 million Germans and then quickly de-anonymize portions of it. The researchers were able to uncover, for example, the porn habits of a specific German judge.

Which, ouch.

This new study demonstrates just how little data is actually needed to pinpoint specific people from otherwise sparse data sets. "[Few] attributes are often sufficient to re-identify with high confidence individuals in heavily incomplete datasets," the authors note.

To drive that point home, Verdict reports that the researchers released an online tool that lets you see just how easy it would be to identify you in a supposedly anonymized data set.

Spoiler: The results are as troubling as you'd expect — something to keep in mind the next time a company's fine print warns that it "might share your anonymous data with third parties."