What is DII?ĭII is data that’s specific to the device, but non-identifiable in terms of the user’s identity. The vast majority of mobile app brand advertising campaigns don’t rely on PII, but they would benefit from IAB standards and best practices around device identified information (DII) and emotional context. But all the talk about personally identifiable information (PII) misses the forest through the trees. Gartner predicts global compliance spending will reach $8 billion by 2022-a figure that doesn’t include dramatic operational changes for advertisers, especially around data usage and media buying. If it feels like the privacy conversation has swallowed advertising, you’re not alone.
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