“Four spatio-temporal points are enough to uniquely identify 95% of the individuals.”
The researchers had fifteen months of movement data for about 1.5 million people, with no names attached. Knowing four times and places a person had been was enough to pick 95 of every 100 of them out of the whole set. A plate read is a time and a place.
Unique in the Crowd: The privacy bounds of human mobility. Yves-Alexandre de Montjoye, César Hidalgo, Michel Verleysen, Vincent D. Blondel. Scientific Reports, 2013.
“99.98% of Americans were correctly re-identified in any available 'anonymised' dataset by using just 15 characteristics, including age, gender, and marital status.”
This one tested the claim directly. Take the names off a dataset, hand it to a researcher, and see how many people can be put back. The answer was almost all of them.
Estimating the success of re-identifications in incomplete datasets using generative models. Luc Rocher, Julien M. Hendrickx, Yves-Alexandre de Montjoye. Nature Communications, 2019.
Figure as reported by the study's own institution, Imperial College London.