The GDPR states that a processing of Personal Data is lawful only if the data is "collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes;" (art. 5.1.b).
As indicated in article 6.2 purposes of processing of our Data Processing Agreement (DPA), the Piano Analytics solution is designed by default to produce statistical audience data and analysis. This audience measurement purpose is referred as the "main purpose".
In addition to this main purpose, the customer, as data controller, can use Piano Analytics to define and pursue other purposes linked to its business needs or sector of activity.
The limitation of purposes is defined in article 8 of our standard DPA.
In addition, Piano Analytics contractually grant that the data collected, processed and stored on behalf of the customer/data controller remains its entire property, until it is deleted at the end of the contract.
Important: under the ePrivacy consent exemption, data from Analytics trackers must have a purpose limited to the sole audience measurement (see Exemption and Hybrid Measurement below).