Objectives: Massive collection of individuals' information in big data has its own confidentiality threats which results in leakage of sensitive data. Methods/Statistical Analysis: In order to get the benefits of analytics without degrading confidentiality, it is necessary to include data protection techniques as core element of big data analytics. The requirement to change the debate from big data and confidentiality to big data with confidentiality, implementing the confidentiality and data

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... feguarding schemes as a vital value of big data for the advantage of the stakeholders and big data analytics is substantiated. Findings: Some confidentiality models incorporating the confidentiality requirements in big data processing are described. Then, detailed and familiar confidentiality enhancing technologies for the big data are offered. Application/ Improvements: Techniques such as anonymization, encryption, confidentiality preserving computations, access control schemes, transparency and accountability are analyzed.