The definition of what is Personally Identifiable Information (PII) is part of a case ruled on recently by the First Circuit Court. The Information Law Group summary noted that a Big Data concept of PII is now in play:
The court concluded that the combination of a unique device identifier and precise geolocation is personally identifiable information that may identify a “person as having requested or obtained specific video materials.
The potential scope of the case is considerable, as InfoLawGroup warns. It may be even larger when IoT scenarios are considered. They write that:
Businesses that publish mobile apps (or websites) that show video materials and the third party service providers that may receive information about the content and those who view the content (particularly precise geolocation data) should carefully follow the case when it returns to the trial court.