Non-personally identifiable information (non-PII) does not directly identify an individual, but combining it with other data can make a person identifiable. Treating it as automatically anonymous creates privacy, security, and compliance risk. section 2.3.1
Handle non-PII with the same disciplined mindset applied to other sensitive data: assess how it was sourced, evaluate whether it could be relinked, and protect it throughout collection, storage, and use. section 2.3.1
A seemingly harmless data source
Industry benchmarks or ad-spend trends may appear non-identifying on their own. Combined with other datasets, however, such information can contribute to identifying individuals, so providers require privacy-policy review, security checks, contracts, and ongoing monitoring. section 2.3.1
