The term pseudonymization in data protection measures refers to the process of replacing private identifiable information with artificial identifiers or pseudonyms. This practice helps to enhance data privacy while maintaining the usability of the data for analysis. Pseudonymization allows organizations to comply with regulations like GDPR by minimizing risks associated with data breaches. While it adds a layer of privacy, it still enables the data to be linked back to the individuals with additional information, maintaining a balance between utility and confidentiality.