Market researchers are not allowed to "deanonymize data", under the marketing research association's (mra) standards for online marketing research concerns.
What is deanonymize data
De-anonymization is a data mining technique that re-identifies the anonymous data source by comparing it to other data sources.
De-anonymization can make advantage of any information that separates one data source from another. De-anonymization is an idea that has been around for a while, but it really gained notoriety in 2006 when Arvind Narayanan and Vitaly Shmatikov participated in a Netflix competition. Narayanan and Shmatikov successfully identified Netflix data for a number of particular individuals using their de-anonymization methods on a data set containing the anonymous movie ratings of 500,000 subscribers. De-anonymization requires data that is plentiful, granular, and largely constant over time and context, according to Narayanan and Shmatik.
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