Recital 44d

In order to improve their services, providers of online services should be able to gain information about the use of their service on an aggregated level without analysing individual subscriber or user behaviour. To enable this, measuring the audience of an online service by creating anonymous aggregated information about the usage of an online service, where it is carried out by the provider of that online service, or by a provider acting on their behalf should not require consent. The aggregated data used for such measurement should not relate to a specific data subject and should therefore be anonymous. Data of users or subscribers used for this purpose should not be further processed for another purpose nor combined with data from other services from the provider of the online service or from a third party, such as analytics information from other websites. The aggregated information could be shared with third parties, including companies and non-commercial organizations.