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Data pseudonymization

In a nutshell, data pseudonymization is a method used to minimize the chance that personal data and identifiers would enable to identify a person.

Article 4(5) of GDPR states that:

‘pseudonymisation’ means the processing of personal data in such a manner that the personal data can no longer be attributed to a specific data subject without the use of additional information, provided that such additional information is kept separately and is subject to technical and organisational measures to ensure that the personal data are not attributed to an identified or identifiable natural person.

Benefits of using data pseudonymization:

  • You’re allowed to use it for the different purposes that it was collected for
  • You’re free from processing data subject requests regarding data access, rectification or erasure
  • You prove that you’re following protection by design and data privacy principles

Under GDPR, pseudonymization techniques are not enough to provide full anonymity of the data.

In terms of GDPR we can pseudonymise data like:

  • login details
  • device IDs
  • IP addresses
  • cookies
  • device type
  • language preference
  • time zones

Most popular methods of data pseudonymization:

Scrambling

Encryption

Masking

Tokenization

Data blurring

Read more about pseudonymization on the Piwik PRO blog:

  • What is PII, non-PII, and personal data? [UPDATED]

    Personally identifiable information (PII) and personal data are two classifications of data that often confuse organizations that collect, store and analyze such data. Both terms cover common ground, classifying information that could reveal an individual’s identity directly or indirectly. PII is used in the US, but no specific legal document defines it. The legal system…

  • What is first-party data and how does it benefit your marketing strategy [Updated]

    First-party data is information a company collects directly from its customers through owned channels like websites, apps, transactions, and customer interactions. Unlike third-party data purchased from external sources, first-party data comes straight from your audience, making it more accurate, privacy-compliant, and valuable for personalized marketing. According to Acquia’s 2024 CX Trends Report, 93% of marketers…

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