Are you reading what I'm writing? No? Let me repeat again. PII is a crutch used for matching, because current matching/segmenting technologies are crude. Adve

Are you reading what I'm writing? No? Let me repeat again. PII is a crutch used for matching, because current matching/segmenting technologies are crude. Advertisers don't want PII. What they want is target audiences with predictive power, which means data sets where the central limit theorem holds sway. (I.e., thousands and millions of people lumped together.) If advertisers could get at these segments directly without PII, they'd do it in a second.