As stated in the book “Re-identification means identifying the individual from a set of anonymous data” (pg. 49). It is the process by which anonymous personal information is matched with its true owner. In order to protect the privacy interests of consumers, personal identifiers, such as name and social security number, are often removed from databases containing sensitive information. This anonymous information safeguards the privacy of consumers while still making useful information available to marketers or data mining companies. An example of re-identification would be posting something on the Internet as anonymous and then having it retrace back to you by the IP address on your computer.
References
Baase, S. (2008). Internet (3rd ed.). Upper Saddle River, NJ: Pearson.
http://epic.org/privacy/reidentification/
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