PII May No Longer Be The Third Rail Of Ad Tech

In the past, if you mentioned personally identifiable information (PII) to someone in the ad tech ecosystem, they might cringe and emphatically state that they do not collect or process PII.

The common belief was that if PII were included within the service, it would require the service provider and the customer to take significant extra steps to ensure that all privacy, self-regulatory and other legal obligations were met. These might include opt-in consents, increased data security measures, additional consumer disclosures and limitations on the ultimate use of the data.

While that is true, times are changing for many reasons, including disagreement over what is considered PII, new products and services and that four-letter word: General Data Protection Regulation (GDPR).

Source: PII May No Longer Be The Third Rail Of Ad Tech | AdExchanger