While I find this fascinating, I'm sure this is old news to people in the business, like the people that run the grocery/chain store savings programs. What I'd be really interested to see is why this works, and what it tells us about distribution of population by zip code. I'd imagine the places where this doesn't work as well, are the most densely populated zip codes, where the likely hood of duplicates on the given…
Simple information theory; in a world of 6 billion people, 33 bits serves to uniquely identify anyone. 33 bits is a really low bar. It works because it can't hardly help but to work, sort of like the birthday paradox. In the US with approx 312 million (wikipedia) that's approximately 28.2 bits. It doesn't tell us much about zip code distribution because zip codes are chosen to have approx the same number of people in…
It's a powerful idea. I wrote a whole essay analyzing the anime _Death Note_ using the 33 bits idea (http://www.gwern.net/Death%20Note%20Anonymity) and I'm sure that's not even the tip of the iceberg.