PII is stripped in deidentification and matched to unique matchable identifiers.

In the digital data landscape, privacy is key. mytiki’s Data Deidentification (DeID) service is designed to protect individual identities while preserving the commercial and scientific value of the data.

What is De-identified Data?

De-identified data is information that’s been processed to remove or obscure personal identifiers. It's about making data safe in privacy terms by "scrubbing" away elements that could trace back to an individual, while keeping its value for analysis and decision-making.

Our Deidentification Process

Imagine a business sends us hashed email addresses (HEMs), each associated with personal information (PII) like gender, age, and income. Here’s how we handle it:

  1. Strip the PII: We remove identifiable details from these HEMs.
  2. Link to Tiki ID (TID): Each HEM gets matched with a unique TID, which also ties to the data license’s audit trail.
  3. Tokenization with Salt: For each data purchase, TIDs are tokenized uniquely per buyer account. This tokenization involves hashing each TID with a 'salt' - a random piece of data added to the hashing process to ensure that the output (hash) is unique even if the input (TID) is the same across different instances. This method enhances security and maintains data integrity without revealing the actual HEMs.

Why It Matters

Balancing Privacy and Utility:

Our approach ensures that personal information is kept confidential while allowing the data to remain useful for analytical purposes.

Empowering Data Control:

Beyond protection, we give businesses the power to control their data distribution. You can denylist or approve specific companies, use cases, or markets.