Identity data labels

Identity data “I” labels are used to categorize data that can identify or contact a specific person.

LabelDefinitionOther Requirements
I1Directly identifiable: Data that can specifically identify or enable direct contact with an individual, such as a name or an email address.
  • Cannot be set on events
  • Cannot be set on Merchandising eVars
I2Indirectly identifiable: Data that can be used in combination with any other data to identify or enable direct contact with an individual or device. Does not allow identification of an individual by itself, but can be combined with other information (that may or may not be in your possession) to identify someone. Examples include a customer loyalty number, or an ID used by a company’s CRM system that is unique for each of their customers.
  • Cannot be set on events
  • Cannot be set on Merchandising eVars

Sensitive data labels

Sensitive data “S” labels are used to categorize sensitive data such as geographic data. Additional Sensitive Data labels will be introduced in the future to identify other types of sensitive information.

LabelDefinition
S1Precise geo-location data related to latitude and longitude that can be used to determine the exact location of a device (within 100 meters or less).
S2Geo-location data that can be used to determine a broadly defined geo-fence area.