Controls that a company implements to protect its assets and meeting the standards that a third-party has set forth as best practices. PII is personal data that can be used to uncover a specific individual’s identity, such as SSNs, full names, and phone numbers. Personally identifiable information (PII) is any information connected to a specific individual that can be used to uncover that individual’s identity, such as their social security number, full name, or email address.