Every time we walk on the street, we park our cars, we make calls with a smartphone or pay with a credit card, inevitably we leave a data footprint in some database. As more and more personal information is collected, concerns arise regarding abusive data profiling that can lead to discrimination, exclusion, government oversight and general loss of control on personal data. Recent technological advances have clearly exceeded the existing legal frameworks, thus increasing the tension between innovation and privacy. The European Commission has henceforth approved a new Data Protection Regulation (GDPR), with the intention to strike a better balance between the privacy rights of citizens and the digital single market realization of its full potential. This includes the management and exploitation of large volumes data. Henceforth the adoption of the concept of pseudo-anonymization, defined as the process of de-identifying personal data, by keeping as much as possible its contextual usefulness, be it scientific or economical, in such a way that it makes it very unlikely to have personal data re-identified. The risks to re-identification of the persons concerned is low, provided proper anonymization algorithms and frameworks are applied.