Personally Identifiable Information (PII)

Personal Identifiable Information (PII) in the context of performance marketing refers to any data that can uniquely identify an individual in first-party context. This includes information like names, email addresses, phone numbers, DOB, etc. and might vary geographically. For marketers, PII is a valuable resource as it allows for precise targeting and tailored campaigns. However, it’s crucial to handle PII with utmost care, ensuring compliance with data privacy regulations to build trust and maintain the security of customer information.Some of the laws that heavily govern its trusted applications like GDPR, CCPA, POPIA, etc. are defined by the governmental institutions in accordance with data protection authorities.