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Confidential or Proprietary The confidential or proprietary label
typically refers to the highest level of classified data. In this context, a
data breach would cause exceptionally grave damage to the mission of
the organization. As an example, attackers have repeatedly attacked
Sony, stealing more than 100 terabytes of data including full-length
versions of unreleased movies. These quickly showed up on file-
sharing sites and security experts estimate that people downloaded
these movies up to a million times. With pirated versions of the movies
available, many people skipped seeing them when Sony ultimately
released them. This directly affected their bottom line. The movies
were proprietary and the organization might have considered it as
exceptionally grave damage. In retrospect, they may choose to label
movies as confidential or proprietary and use the strongest access
controls to protect them.
Private The private label refers to data that should stay private
within the organization but doesn’t meet the definition of confidential
or proprietary data. In this context, a data breach would cause serious
damage to the mission of the organization. Many organizations label
PII and PHI data as private. It’s also common to label internal
employee data and some financial data as private. As an example, the
payroll department of a company would have access to payroll data,
but this data is not available to regular employees.
Sensitive Sensitive data is similar to confidential data. In this
context, a data breach would cause damage to the mission of the
organization. As an example, information technology (IT) personnel
within an organization might have extensive data about the internal
network including the layout, devices, operating systems, software,
Internet Protocol (IP) addresses, and more. If attackers have easy
access to this data, it makes it much easier for them to launch attacks.
Management may decide they don’t want this information available to
the public, so they might label it as sensitive.
Public Public data is similar to unclassified data. It includes
information posted in websites, brochures, or any other public source.
Although an organization doesn’t protect the confidentiality of public
data, it does take steps to protect its integrity. For example, anyone
can view public data posted on a website. However, an organization

