Data has become the highest commodity for businesses. This now means that the consumer holds power. Organizations can understand and determine human behaviors through trends and market patterns, which will radically lead them to make business decisions to shape experiences for consumers. Businesses of all sizes are investing in data science and analytical platforms, as big data technology is now, a big business. The security aspect of protecting information is often overlooked. Breach of data has been seemingly running parallel with the amount of data organizations are demanding. High-profile businesses that are well known to collect big data's are Google, Facebook, Yahoo, Dropbox, Equifax, and Twitter. The collected data of the companies are classified, as sensitive information. Cybercriminals, now more than ever are determined to get their hands on it for destructive use.

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Carrying the baton for protection of private information in this area is data-centric security. It endeavors to focus on the data altering, as a method of security from misuse and prying eyes. The right solution from an expanding array of data-centric options can be tricky. These solutions often fail to satisfy the stringent demands of being able to use it in a big data analytics environment. Reliable data pipelines with AI and DataOps should be built, and cybercrime can be tackled, with a culture of security. In order to meet tomorrow's need for analytical workloads, an ideal data-centric solution will need several crucial aspects.

Data-centric security is an approach to security that highlights the protection of the data in terms of networks, servers, or applications. Data-centric security is developing quickly as enterprises frequently rely on digital information to run their business, and big data projects become mainstream. Ensuring scalability, uninterrupted performance, availability and adaptability,  and flexibility, tokenization is to be incorporated to protect big data effectively. Privacy and data protection concerns become mainstream and litigious.