Common use of Deidentified Data and Aggregated Data Clause in Contracts

Deidentified Data and Aggregated Data. 4.1. Customer acknowledges and agrees that Ekata may Process Aggregate Consumer Information and De-identified data (together, “Deidentified Data”) relating to, derived, or generated from Customer Personal Information or derived from the Services, for any lawful purpose. As between Ekata and Customer, Ekata exclusively will own rights, title, and interest in and to Deidentified Data. Customer further acknowledges and agrees that Deidentified Data does not constitute Customer Personal Information pursuant to the Agreement and this CCPA Addendum, and Ekata may use, maintain, disclose, and otherwise Process such Deidentified Data for any lawful purpose. 4.2. In the event that either Party shares Deidentified Data with the other Party, the receiving Party warrants that it: (i) has implemented technical safeguards designed to prohibit reidentification of the Consumer to whom the Deidentified Data may pertain; (ii) has implemented business processes designed to specifically prohibit reidentification of the Deidentified Data; (iii) has implemented business processes designed to prevent inadvertent release of the Deidentified Data; and (iv) will make no attempt to reidentify Deidentified Data.