The Value of Machine Learning in Privacy: Results-oriented machine learning solution in securing PII data anonymisation

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.


"Data can be either useful or perfectly anonymous but never both" (Ohm, 2010)

Online behavioral data is a valuable source of insights for researchers. However, data collected passively via tracking meters contains Personal Identifiable Information (Pll). With the GDPR into force, the value of online behavioral data is constrained by the risk of disclosing Pll. We present a machine-learning solution that significantly reduces the risk of revealing Pll when sharing browsing data.


When asked about a certain experience, we try to describe it to the best of our ability. However, our memories may be affected by our...

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