What is Personally Identifiable Information ("PII") in Advertising?
Personally identifiable information (“PII”) refers to information that can be used to uniquely identify, contact, or locate a single person or can be used with other sources to uniquely identify a single individual. The PII abbreviation is widely accepted, but the phrase it abbreviates is based on personal, personally, identifiable, and identifying information. Not all information is equivalent, and the definitions vary depending on the jurisdiction and the purposes for which the term is being used.
For more information, see here: https://www.ftc.gov/business-guidance/resources/advertising-faqs-guide-small-business
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