How hard is it to anonymize data?

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Great article. @Aral Balkan made a recent Twitter comment that sums this up:

“‘Anonymised data’ is a multi-billion dollar industry for a reason. And the reason is because there’s nothing anonymous about it.”

This is why we must ALL ask for in-depth audits of companies that claim to anonymize or “fuzz” data. They may be well-intentioned, but unknowingly could be passing along data to a 3rd-party processor with fewer ethics or a horrible privacy policy that could allow for re-identification.