THE RISE OF PRIVACY-ENHANCING TECHNOLOGIES INBIG DATA: CURRENT TRENDS AND FUTURE PROSPECTS

• Muneeb Ul Hassan

  Information Technology University, Lahore, Pakistan.

The rapid expansion of big data technologies has led to the creation of massive data ecosystems, which, while promising substantial economic and societal benefits, have simultaneously raised significant concerns over data privacy. Privacy-enhancing technologies (PETs) have emerged as critical tools to address these concerns, enabling individuals and organizations to safeguard personal data while still deriving value from big data analytics. This article examines the current trends in the development and application of PETs in big data environments, with a focus on their potential to transform privacy practices in sectors such as healthcare, finance, and e-commerce. It explores key technologies such as differential privacy, homomorphic encryption, and blockchain, assessing their effectiveness and limitations. The article also investigates the future prospects of PETs, considering regulatory, technological, and societal factors that may shape their adoption and integration. The study highlights the importance of continued innovation and cross-sector collaboration to advance privacy protection in an increasingly data-driven world.

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