Personally Identifiable Information (PII) refers to any data that can be used to identify, locate, or contact an individual, either on its own or when combined with other information. It plays a critical role in data privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which govern how this data should be collected, stored, shared, and secured.
Whether you’re handling customer data, enriching contact records, or running B2B campaigns — understanding and protecting PII is a legal and ethical necessity.
What Is PII?
PII is any data that relates to an identifiable individual — this includes both direct identifiers (like a name or email address) and indirect identifiers (like device ID or IP address) that, when combined, can pinpoint a person.
There are two categories of PII:
| Category | Description | Examples |
|---|---|---|
| Direct PII | Can identify a person on its own | Name, email, phone number, social security number |
| Indirect PII | Identifies a person when combined with other data | IP address, job title, geolocation, browser fingerprint |
Common Examples of PII
| Data Type | PII? |
|---|---|
| Full Name | ✅ Yes |
| Business Email (e.g., john@company.com) | ✅ Yes |
| IP Address | ✅ Yes (under GDPR) |
| LinkedIn Profile URL | ✅ Yes |
| Job Title + Company Name | ✅ Yes (if it refers to a unique person) |
| Social Security Number | ✅ Yes |
| Cookie ID or Device ID | ✅ Yes (when trackable to a user) |
| Aggregated Demographics | ❌ Not unless tied to an individual |
Why Is PII Important?
PII is at the center of privacy regulation, ethical data handling, and security planning. Misuse or exposure of PII can lead to:
- 🚨 Data breaches and regulatory fines
- 🧾 Legal penalties under GDPR/CCPA
- 🧍♂️ Loss of customer trust
- 📉 Brand reputation damage
- ⚖️ Private lawsuits or class actions
Legal Frameworks Governing PII
🏛 General Data Protection Regulation (GDPR)
- Treats any data relating to an identifiable person as personal data
- Covers even indirect identifiers (IP address, cookie ID)
- Requires legal basis, user consent, and data protection by design
- Allows data subject rights: access, rectification, erasure, portability
🏛 California Consumer Privacy Act (CCPA)
- Defines PII as information that identifies, relates to, or could be linked with a consumer
- Includes household data and behavioral tracking
- Allows consumers to request:
- 📜 What data is collected
- ❌ Opt out of data selling/sharing
- 🗑 Deletion of personal info
PII in B2B Contexts
Even in B2B, PII includes:
- Business emails tied to specific people
- Job titles + company names that identify someone
- LinkedIn or company bios with names and roles
- CRM records with unique identifiers
CUFinder, for example, enriches publicly available B2B data, and while it’s lawful under legitimate interest, it still qualifies as PII — meaning:
✅ Opt-out rights apply
✅ Usage must be purpose-specific
✅ Security controls are essential
✅ Clients must be GDPR/CCPA compliant
How Is PII Collected?
| Method | Risk Level |
|---|---|
| 🧩 Public web scraping | Medium (must comply with source ToS and privacy laws) |
| 📥 Web form submissions | Low (requires notice and consent) |
| 📞 Manual sales prospecting | Low to Medium (depends on source + use) |
| 📈 Tracking cookies/scripts | High (requires consent in most regions) |
| 🧠 API integration | Low if authorized, encrypted, and logged |
Always ensure transparency, legal basis, and user control mechanisms when collecting PII.
PII Protection Best Practices
✅ Data Minimization — Only collect the PII you need
✅ Encryption — Protect PII at rest and in transit
✅ Access Control — Limit access to authorized personnel
✅ Anonymization/Pseudonymization — Mask where full identity isn’t needed
✅ Audit Trails — Maintain logs of data access and edits
✅ Regular Reviews — Evaluate where PII lives and how it flows
✅ DSR Compliance — Allow access, correction, and deletion on request
What Happens If PII Is Compromised?
| Risk | Impact |
|---|---|
| 🧾 GDPR Breach | Up to €20 million or 4% of global annual turnover |
| 💸 CCPA Violation | $2,500–$7,500 per violation |
| 🤝 Reputation Damage | Customer churn, lost business |
| ⚖️ Legal Action | Private lawsuits, audits, and investigations |
| 🔐 Security Risk | Identity theft, phishing, fraud |
CUFinder’s Approach to PII Compliance
- ✅ Collects only publicly accessible B2B contact data
- ✅ Processes under legitimate interest, with opt-out support
- ✅ Encrypts all sensitive data
- ✅ Provides a clear privacy policy and data removal form
- ✅ Offers enterprise clients Data Processing Agreements (DPAs)
Cited Sources
- Wikipedia: Personally identifiable information
- Wikipedia: General Data Protection Regulation
- Wikipedia: California Consumer Privacy Act
- Wikipedia: Information privacy law
Related Terms
- GDPR
- CCPA
- Data Privacy
- Publicly Available Data
- Data Subject Request (DSR)
- Contact Enrichment
- Consent Management
- Data Breach
FAQ
What qualifies as PII?
Any data that can identify an individual, either directly (like name or email) or indirectly (like job + company, IP address, or device ID).
Does business contact data count as PII?
Yes — if it can be tied to a real person (e.g., sarah@company.com, “VP of Sales at X”), it is PII under GDPR and CCPA.
What’s the difference between personal data and PII?
They’re often used interchangeably. GDPR uses “personal data,” while PII is more common in the U.S. context. Both refer to identifiable information.
Can I use publicly available PII?
Yes — but with limits. You must respect user rights, comply with laws, and provide opt-out options. Public ≠ unrestricted.
How does CUFinder protect PII?
CUFinder only processes public B2B data, uses encryption, and enables opt-outs, access, and correction in line with GDPR and CCPA.