In the event a Dispute is not resolved within thirty (30) days after submission, you or AdBridg may institute arbitration in accordance with the procedures set forth in this Section.</p> <p>​</p> <p>Dispute Resolution.&nbsp. Any and all Disputes that cannot be resolved through informal resolution as set forth above shall be resolved exclusively through final, binding and confidential arbitration and shall take place in Santa Clara, California unless otherwise mutually agreed to by the parties. The arbitration shall be administered by the American Arbitration Association (AAA) under the arbitration rules in effect at the time such dispute is submitted (the "Rules"), provided that the arbitrator and the parties shall comply with the following: (i) the arbitration shall be conducted by telephone, online and/or be solely based on written submissions, the specific manner shall be chosen by the party initiating the arbitration.