b. Except in connection with the indemnification obligation under Section 9(a), Glance’s (including all companies on whose Sites Ads are distributed (“Participating Companies”) total cumulative liability to Advertiser from all causes of action, claims and all theories of liability will be limited to direct damages only and will not, exceed the fees received by Glance corresponding to the portion of the IO spend for Ads distributed on Glance Properties to the extent such causes(s) of action arise from each such distribution channel, respectively. Participating Companies shall be deemed third party beneficiaries of Advertiser’s obligations hereunder including Advertiser’s indemnity obligations</p> <p> <b>11. </b> <b> <b>NON-DISCLOSURE, DATA USAGE AND OWNERSHIP, PRIVACY AND LAWS</b> </b> </p> <p>