Personal data that have been processed so as to make it impossible to know the person with whom the data are associated. Anonymisation of data is especially important for the secondary (non-trial-relate) use of personal health data.
The revisions encourage organizations to incorporate into the process of anonymizing data an inquiry into the risks that the data may be re-identified and any potential negative effect on the individuals involved rather than focusing purely on the various techniques to anonymize the data.
The Microsoft company "anonymizes" search logs by removing IP addresses; Google, reduced the data retention period to 9 months; Yahoo reduced the data retention period to 90 days and removes the full IP addresses of the user.
Founded in 2012, Poshly is built on a simple premise: Users enter to win grooming and lifestyle products by answering a mix of beauty-themed and demographic questions, then Poshly anonymizes and packages those responses and sells the data to marketers.