Personally identifiable information (PII)

What is personally identifiable information (PII)?

Personally identifiable information (PII) is an American legal term for any data that could identify a specific individual.

PII may include the following:

  • Full name
  • Home address
  • Email address
  • Social security number
  • Device identifiers
  • Email addresses
  • Passport number
  • Driver’s license number
  • Credit card number
  • Date of birth
  • Telephone number
  • Owned properties, e.g., vehicle identification number (VIN)
  • Login details
  • Processor or device serial number
  • Media access control (MAC)
  • Internet Protocol (IP) address
  • Device IDs
  • Cookies

US government agencies and non-governmental organizations often reference PII. The US lacks an overriding law covering PII in all 50 states, so your understanding of PII may differ depending on the state or sector you operate in. A standard definition is provided by the National Institute of Standards and Technology (NIST):

PII is any information about an individual maintained by an agency, including (1) any information that can be used to distinguish or trace an individual‘s identity, such as name, social security number, date and place of birth, mother‘s maiden name, or biometric records; and (2) any other information that is linked or linkable to an individual, such as medical, educational, financial, and employment information.

You may also like:


  • PHI and PII

    PHI and PII: How they impact HIPAA compliance and your marketing strategy

    Personally identifiable information (PII) and protected health information (PHI) may seem similar. However, there are critical distinctions between the two. While PII is a catch-all term for any information that can be associated with an individual, PHI applies specifically to HIPAA-covered entities dealing with identifiable patient information. Keeping HIPAA compliant and protecting patient information requires…

  • How can healthcare organizations benefit from using a customer data platform (CDP)

    Like many industries, healthcare has been undergoing significant change and is under immense pressure. Patients expect personalized healthcare experiences, but are increasingly aware of their privacy rights and demand that their data is safe and not misused. Healthcare providers have been seeking ways to connect, scale, and leverage customer data more effectively to meet consumers’…