Neither party to this agreement may assign or transfer any of their rights or obligations under the agreement without the prior consent of the other. If undertaken pursuant to a merger, reorganization or restructuring involving the Provider, or the sale of its business by the Provider, the Provider may, by notice to Publisher, transfer or assign its rights, or novate its rights and obligations, under these Terms of Use and the Publisher will be deemed to have consented to such transfer, assignment or novation.</li> <li>