Personally identifiable information (PII)

Information that, on its own or when combined with other data, can be used to identify an individual person in the real world.

Examples include name, address, email address and driver’s license.

Pixel is generally not collected in online advertising due to various privacy laws; instead, non-PII is collected (device IDs, IP addresses, cookies, etc).

Pixel is a term used in the US, with personal data being a predominantly European term with a few slight differences in meaning.


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