Iterable Ireland Limited Master Services Agreement

Last updated June 08, 2026

ITERABLE IRELAND LIMITED

MASTER SERVICES AGREEMENT

This Master Services Agreement (“MSA”), together with all applicable Enterprise Orders and/or exhibits (collectively, the “Agreement“) is entered into as of the date last signed below by and between Iterable Ireland Limited (“Iterable”), and Customer.   

Iterable and Customer may each be referred to herein as a “Party” and collectively, as the “Parties.”

RECITALS

A.         Iterable provides a software platform and related services for marketing automation and personalization.

B.         Customer wishes to engage Iterable to provide Services (as defined below) as described in an Enterprise Order in support of Customer’s communications efforts.

C.         Iterable wishes to provide Services to Customer subject to the terms and conditions of this Agreement.

Therefore, in consideration of the promises and covenants contained herein, the Parties agree as follows:

AGREEMENT

1.          Definitions.

1.1       “Acceptable Use Policy” or “AUP” means Iterable’s acceptable use policy currently posted at: https://iterable.com/trust/acceptable-use-policy/ .

1.2       “Account(s)” means the account(s) created by (a) an Authorized User for themselves, or (b) Customer on behalf of its Authorized Users, to access and/or use the Iterable Services.

1.3       “Group Member” means at any relevant time, in relation to any entity, an entity which, directly or indirectly through one or more intermediaries, controls, is controlled by, or is under common control with that entity, where “control” means holding, directly or indirectly, a majority of the voting rights in it, or the power to direct or cause the direction of its management, policies or operations (whether through holding of voting rights, by contract or otherwise).

1.4       “Applicable Laws” means any and all governmental laws, rules, directives, regulations or orders that are applicable to a particular Party’s performance under this Agreement.

1.5       “Authorized User” means Customer’s employees, representatives, consultants, contractors, or agents who are authorized to access and use the Services in accordance with this Agreement.  Where applicable, “Customer” includes Customer and its Authorized Users.

1.6       “Confidential Information” means proprietary or confidential information disclosed by one Party (“Disclosing Party”) to the other Party (“Receiving Party”) that is marked as “proprietary” or “confidential” or should reasonably be considered “proprietary” or “confidential” given the nature of the information and the circumstances surrounding disclosure. Information shall not be considered Confidential Information if it: (a) is or becomes publicly available through no fault, default, or breach of or by the Receiving Party; (b) is acquired by the Receiving Party from an independent third party; (c) is or was independently developed by the Receiving Party without use of, or reference to, Confidential Information of the Disclosing Party; (d) was lawfully known to the Receiving Party without an obligation of confidentiality prior to disclosure by the Disclosing Party; or (e) is furnished to others by the Disclosing Party without restriction on disclosure.

1.7       “Customer Content” means all information processed or stored through the Services by Customer or on Customer’s behalf. Customer Content does not include payment records, credit cards, or other information Customer uses to pay Iterable, or other information and records related to Customer’s account, including without limitation identifying information related to Customer staff involved in payment or other management of such account.

1.8 “Documentation” means the technical and functional descriptions, user guides, API references, help center articles, and other instructional materials made generally available by Iterable to its customers at https://support.iterable.com, as updated by Iterable from time to time.

1.9       “Enterprise Order” means a description of the Services to be provided by Iterable to Customer, which will specify the Fees (as defined in Section 5) to be paid and the payment schedule. The Enterprise Order must be signed by both Parties.

1.10 “Iterable Content” means any materials in which Iterable has pre-existing intellectual property ownership or rights.

1.11 “Iterable Platform” means the Iterable online and hosted proprietary messaging creation, distribution, tracking, and optimization product and services provided to Customer pursuant to this Agreement.

1.12    “Onboarding” means the initial set up of Customer’s accounts that requires the Parties’ mutual cooperation to complete as further described in the applicable Enterprise Order.

1.13    “Non-Iterable Application” means other software functionality that interoperates with a Service and that is provided by a third party to Customer.

1.14    “Person” means an individual, corporation, partnership, joint venture, limited liability entity, governmental authority (or any department, division, agency or instrumentality thereof), unincorporated organization, trust, association, or other entity.

1.15    “Services” means the services Iterable provides to Customer under an Enterprise Order including, but not limited to, the Iterable Platform and the services performed by Iterable to make available the Iterable Platform for use by Customer and its Users, as further described in the Enterprise Order     .

1.16    “Usage Limitations” means any of the limitations specified in the Enterprise Order including, but not limited to, any applicable Product Allowance(s).

1.17    “Professional Services” means only those services as outlined in a Statement of Work (“SOW”), as applicable.  For clarity, Professional Services are not required for provision and use of the core Services as defined herein.

2.          Term and Termination.

2.1       Term. This Agreement will be effective commencing on the Effective Date of the initial Enterprise Order and, shall continue for a subsequent period of the same length as the initial term as provided in the Enterprise Order (each, a “Renewal Term”) unless terminated by either Party not less than thirty (30) days prior to the end of the then-current Renewal Term.  For each Enterprise Order executed by the parties subject to this MSA, the initial term and any and all Renewal Terms are together referred to as the “Term”.

2.2       Termination.

(a)   For Cause.  Either Party will have the right to terminate this Agreement, and the applicable Enterprise Order, if the other Party breaches any material term or condition of this Agreement and fails to cure such breach within thirty (30) days after receipt of written notice of the same, except in the case of failure to pay fees, which must be cured within five days after receipt of written notice from Iterable.  If multiple Enterprise Orders are in effect concurrently and a Party breaches its obligations specific to an individual Enterprise Order, the affected Party may only terminate the applicable Enterprise Order if the breaching Party fails to cure within thirty (30) days written notice. Either Party may terminate all Enterprise Orders and this Agreement, effective on written notice to the other Party, if:  the other Party becomes the subject of a voluntary petition in bankruptcy or any voluntary proceeding relating to insolvency, receivership, examinership, liquidation, or a Scheme of Arrangement (within the meaning of the Companies Act 2014); or (ii) the other Party becomes the subject of an involuntary petition in bankruptcy or any involuntary proceeding relating to insolvency, receivership, examinership, liquidation, or a Scheme of Arrangement (within the meaning of the Companies Act 2014), if such petition or proceeding is not dismissed within 60 days of filing.

(b)    For Violation of Acceptable Use Policy.  Iterable may terminate and/or suspend the Agreement immediately, and assess a penalty (the “Penalty”) equal to twice the previous month’s service Fees by Customer, in the case where Customer violates the AUP during the term of this Agreement.

2.3       Effect of Termination.  Upon the effective date of expiration or termination of this Agreement or any Enterprise Order:  (a) Iterable may immediately cease providing Services hereunder; (b) any and all payment obligations of Customer under this Agreement (or applicable Enterprise Order) will become due immediately provided Iterable is not in breach of this Agreement; (c) within 30 days after such expiration or termination, each Party shall return or destroy all Confidential Information of the other Party in its possession at the time of expiration or termination and shall not make or retain any copies of such Confidential Information except as required to comply with any applicable legal or accounting record keeping requirement. Upon any termination for cause by Customer, Iterable shall refund Customer any prepaid Fees applicable to the period after the date of termination.

2.4       Survival.  The provisions of Sections 2.3, 5, 7, 8, 9, 10, 12.2, and 12.3 shall survive termination or expiration.

3.          The Services.

3.1  Scope of Services.  Iterable shall make the Services available to Customer on the terms set forth in this Agreement and the applicable Enterprise Order. The Services may only be used in accordance with the terms set forth on the Enterprise Order, and only during the Term. Customer acknowledges that operation of the Iterable Platform might require use of certain third-party products (for example, but not limited to, an operating system, Internet connection, and computer equipment), and that Customer will be solely responsible for obtaining such third-party products at Customer’s sole expense.

3.2  Use of the Services.  Customer’s use of the Iterable Platform is subject to, and Customer agrees to abide by, Iterable’s AUP and Documentation. Customer will make no use of the Iterable Platform for other than its intended uses that are directly related to the internal business operations of Customer, and will not make any use thereof to offer the benefits or services to third parties, whether such arrangement is in the nature of a service bureau, out-sourcing service, joint development relationship or any other similar service or business.  Customer will not distribute, rent, lease, sell, license, or otherwise transfer rights in the Iterable Platform to any person or entity.

3.3  Restrictions.  Customer may not use, copy, modify, display, or sublicense the Iterable Platform, in whole or in part, except as expressly provided in this Agreement. Without limiting the generality of the foregoing, Customer will abide by the following additional restrictions on the use and access of, and to, the Iterable Platform:

(a)   No Modification.  Customer will make no modification to, or adaptation of, the Iterable Platform nor merge it into any other programs or other materials, nor create derivative works based on the Iterable Platform. Customer will have no access to, or rights or license to modify, the source code for the Iterable Platform. Customer will not attempt, or allow others under its control to attempt, to obtain or derive information from or about the Iterable Platform through disassembly, decompiling, reverse engineering or any other means.

(b)   Unauthorized Access.  Customer shall use all reasonable endeavors to prevent any unauthorized access to, or use of, the Iterable Platform and in the event of any such unauthorized access or use, promptly notify Iterable. Customer is responsible for all activities that occur under Customer’s User Accounts. Customer is responsible for maintaining the security and confidentiality of all Authorized Users’ usernames and passwords.

(c)    Prohibited Activities.  Neither Customer nor any of Customer’s Authorized Users shall do any of the following while using the Iterable Platform: (a) engage in activity that involves the transmission of “junk mail” or unsolicited mass mailing or “spam” or harvesting or otherwise collecting personally identifiable information about website or mobile app users, including names, phone numbers, addresses, or email addresses without their consent; (b) engage in activity, submit materials, or promote information that violates any applicable privacy laws, regulations or policies; (c) submit materials that provide instructional information about illegal activities such as violating someone’s privacy or providing or creating computer viruses; (d) engage in activities or submit materials that solicit passwords or personally identifiable information for unlawful purposes from other users; (e) engage in unauthorized commercial activities and/or sales without the recipient’s prior written consent such as advertising, solicitations, contests, sweepstakes, barter, and pyramid schemes; (f) use any robot, spider, other automatic device, or manual process to monitor, copy, or “scrape” web pages or the content contained in the Iterable Platform or for any other unauthorized purpose without Iterable’s prior written consent; (g) use any device, software, or routine to interfere or attempt to interfere with the proper working of the Iterable Platform; (h) decompile, reverse engineer, or disassemble the Iterable Platform or attempt to do so; or (i) take any action that imposes 10x or greater of the Customer’s Usage Limitations on Iterable’s API endpoints or causes harm to the Iterable Platform and other Iterable customers.

3.4  Iterable Remedies.  In the event Iterable reasonably believes a violation of Section 3.3 (Restrictions) has occurred, in addition to any other remedies available at law or in equity (including termination pursuant to Section 2.2(a)), Iterable shall have the right, without notice, to terminate and/or suspend Customer and/or any Authorized User for such violation. Customer shall not be entitled to a refund for any Fees paid in the event this Agreement or any Authorized User is suspended or terminated pursuant to this Section.

3.5  Vendors and Transmission.  Customer acknowledges and understands that Iterable may use third-party vendors and hosting partners to provide the necessary hardware, software, networking, storage, and related technology required to provide the Iterable Platform. Customer further acknowledges and understands that the technical processing and transmission of certain messaging services such email services, including Customer’s or its Authorized Users’ content, may be transferred unencrypted and involve (a) transmissions over various networks; and (b) changes to conform and adapt to technical requirements of connecting networks or devices.

3.6  Professional Services.  Customer may purchase Professional Services by executing a SOW.  Professional Services are provided only as set forth in the applicable SOW.  Unless otherwise stated in an applicable SOW, there shall be no deliverables under the Professional Services engagement.

3.7 Product-Specific Terms. Specific security controls, data policies, service descriptions, and other terms specific to the Services (“Product-Specific Terms”) are provided in Iterable’s Product Specific Terms (which are incorporated by reference). Iterable may update the Product-Specific Terms at any time and without notice, provided these changes will only apply to the Services ordered or renewed after the date of the change.

3.8 Beta Services. Iterable may provide Beta Services (as defined in Iterable’s Beta Terms). By using any Beta Service, Customer agrees to Iterable’s Beta Terms.

3.9 Artificial Intelligence.

(a)   AI Features. Certain Services may include features that use artificial intelligence or machine learning (“AI Features”). AI Features may generate outputs, recommendations, predictions, or content (“AI Outputs”) based on inputs provided by Customer or its Authorized Users (“AI Inputs”). Iterable may update, modify, or improve AI Features from time to time as part of the Services.

(b)   No Training on Customer Content. Iterable will not use Customer Content to train, improve, or develop generalized artificial intelligence or machine learning models that are made available to other Iterable customers or third parties. Notwithstanding the foregoing, any Feedback Customer provides from its usage of the AI Feature(s) may be used by Iterable for any legal purpose, including without limitation, AI model training and fine-tuning. For clarity, this restriction does not limit Iterable’s right to use Feedback as described in Section 4.2 or anonymous, non-personally identifiable, aggregated data as described in Section 4.1.

(c)   Customer Responsibility. Customer is solely responsible for (i) evaluating the suitability of AI Features for Customer’s intended use, (ii) reviewing and verifying AI Outputs before relying on or distributing them, (iii) ensuring that Customer’s use of AI Features and AI Outputs complies with applicable laws and the AUP, and (iv) where provided by Iterable, configuring and actively using human-in-the-loop controls to review, approve, modify, or reject results or actions proposed or taken by the AI Feature(s). Customer’s failure to properly vet results or configure or use such controls, or Customer’s decision to override or disable them, will not diminish Customer responsibility or acceptance of risk as outlined herein. Customer acknowledges that the effectiveness of AI Features is contingent upon its proper implementation and oversight of these controls. AI Outputs may not be accurate, complete, or current.

(d)   Ownership of AI Inputs. As between Customer and Iterable, AI Inputs, except any Iterable Content, are owned by Customer. For each AI Input, Customer represents and warrants that it has all rights necessary for it to grant the licenses granted in the Agreement, and that such AI Input, and Customer’s provision thereof to and through an AI Feature, comply with all applicable laws, rules and regulations, and this Agreement. 

(e)   Ownership of AI Outputs. Except with respect to Iterable Content, as between Customer and Iterable, AI Outputs are owned by Customer. Customer will have the right to access and use Iterable Content in connection with the applicable AI Feature(s), and those rights will be of the same scope and duration as Customer’s rights to the underlying Service. 

(f)    Third-Party AI Providers. Iterable may use third-party artificial intelligence service providers to deliver AI Features. Where Iterable transmits AI Inputs or Customer Content to such providers, Iterable will bind them to contractual obligations affording confidentiality and security safeguards consistent with those by which Iterable is bound under this Agreement. Customer’s use of AI Features constitutes consent to such transmission for the purpose of delivering the AI Features.

(g)   No AI Warranty. AI Features and AI Outputs are provided on an “AS IS” basis. Without limiting Section 8.3, Iterable makes no representation or warranty regarding the accuracy, completeness, reliability, or fitness for any particular purpose of any AI Output. The Services Warranty set forth in Section 8.1(e) does not apply to AI Outputs.

4.          Proprietary Rights and License Grants.

4.1       Iterable Platform.  Iterable hereby grants to Customer during the Term a worldwide, nonexclusive, nontransferable license, without the right to sublicense, to access and use the Iterable Platform and associated Documentation on a software-as-a-service basis solely as permitted in an Enterprise Order (each such effort, a “Project”). All intellectual property rights used to provide the Services and all graphics, user interfaces, logos, and trademarks reproduced through the Services and work conducted by Iterable hereunder shall remain solely and exclusively with Iterable. Customer may access and use the Iterable Platform, but will have no right to receive a copy of the object code or source code of the Iterable Platform. Customer understands and agrees that Iterable will own and has the right to use and disclose any anonymous, non-personally identifiable, aggregated data and information related to any Project for the following purposes: (i) for scheduling and service purposes related to the Project; Iterable’s legitimate business purposes, which may include but is not limited to improvement to the Iterable Platform and/or Services, service and product development, marketing, and research; and (iii) general reporting and use on the Iterable Platform, including the compilation of statistics. Customer recognizes that the Iterable Platform and its components are protected by copyright and other intellectual property laws.

4.2       Customer Content.  As between Iterable and Customer, Customer owns Customer Content. Customer grants to Iterable, its Affiliates, and applicable third-party vendors and hosting partners a worldwide, limited-term license to host, copy, publicly display, distribute, transmit, stream, broadcast, or otherwise use the Customer Content submitted by Customer and its Authorized Users solely to provide the Services in accordance with this Agreement. Subject to the limited licenses granted herein, Iterable acquires no right, title or interest in or to any Customer Content. Customer shall be solely responsible for the accuracy, quality, and legality of Customer Content and the means by which Customer acquired Customer Content. Iterable is under no obligation to edit or control Customer Content. Customer may elect to provide suggestions, comments for enhancements or functionality, or other feedback to Iterable with respect to the Services (“Feedback”). If Customer, in its sole discretion, provides Feedback, Customer hereby grants Iterable a royalty-free, worldwide, transferable, sublicensable, irrevocable, perpetual license to use or incorporate into its products and services any Feedback as it sees fit without obligation or restriction of any kind. Customer can access any notice and attribution files for any applicable open-source software distributed with, hosted with, provided with or otherwise made use of with the Services on the Iterable support portal.

4.3       No License Grant. The parties agree that Iterable shall have no right, title or interest to Customer’s intellectual property and Customer Content other than as set forth above.

4.4       Non-Iterable Applications and Services. Iterable makes third-party applications, which are separately licensed by their provider, available to Customer for use in connection with the Iterable Services (“Third-party Products”). Iterable makes no warranties or conditions of any kind and assumes no liability whatsoever for Customer’s use of such Third-party Products.

5.          Fees; Payment.

5.1       Fees.  Customer shall pay the fees specified in the applicable Enterprise Order (the “Fees”). Fees are quoted in United States dollars. Notwithstanding any rights under Section 2.2, fees are non-refundable and non-cancellable (i.e., the Services contracted for cannot be decreased during the Term or during any Renewal Term) and are based on the Services and Usage Limitations specified in the Enterprise Order. Fees for additional Services or increased Usage Limitations during a billing period shall be charged for that billing period and going forward based on the number of months remaining in the Term.  Customer acknowledges that the pricing on any multi-year Enterprise Order is calculated based on the multi-year commitment.

5.2       Payment.  Iterable shall invoice Customer for Fees in advance and otherwise in accordance with the terms of the relevant Enterprise Order. All payments made under this Agreement shall be in United States dollars unless otherwise specified in the Enterprise Order.    

5.3       Late Payments.  Any payment not received from Customer by the due date will accrue late charges at the rate of one and a half percent (1.5%) of the outstanding balance per month or at the maximum rate permitted by law, whichever is lower, from the date such payment was due until the date paid. In the event of a failure to pay, Customer agrees to pay Iterable’s costs of collection, including reasonable attorney’s fees and costs.  If Customer’s account is 30 days or more overdue, in addition to any of its other rights or remedies, Iterable reserves the right to immediately suspend the Services provided to Customer, without liability to the Customer, until the Fees are paid in full.

5.4       Taxes.  Customer is responsible for payment of all taxes, tariffs, and duties invoiced to Customer or as specified in the applicable Enterprise Order unless Customer provides Iterable with a valid tax exemption certificate authorized by the appropriate taxing authority.

5.5       Disputed Fees.  Iterable shall not pursue its rights under Section 5.3 with respect to Fees that are under a reasonable, good faith dispute which Customer is cooperating diligently to resolve.  Customer may dispute any Fees by contacting billing@iterable.com within thirty (30) days after the Fees are invoiced.  Iterable will promptly review the dispute and address the disputed item(s) in its reasonable discretion.  If Fees are not disputed by Customer within the 30-day period, or if any dispute is not resolved within 30 days of Customer’s notice to Iterable due to Customer’s lack of reasonable diligence in pursuing, the Fees shall be deemed to have been agreed to by Customer and payable immediately.

6.          Ongoing Customer Support.

Iterable will provide Customer with avenues for ongoing support, including the Iterable Support Center at http://support.iterable.com and email support via support@iterable.com. Any special support arrangements will be specified in the Enterprise Order.

7.          Confidentiality.

7.1       Confidential Information.  Each Party acknowledges that in connection with this Agreement, such Party may gain access to Confidential Information of the other Party. Each Party agrees, during the Term and for three years thereafter, to: (a) not use the Disclosing Party’s Confidential Information other than as strictly necessary to exercise its rights and perform its obligations under this Agreement; (b) not use any of the Disclosing Party’s Confidential Information directly or indirectly in any manner to the detriment of the Disclosing Party or to obtain any competitive benefit with respect to the Disclosing Party; and (c) take reasonable care to maintain the Disclosing Party’s Confidential Information in strict confidence, and subject to Section 7.2 below, not disclose the Disclosing Party’s Confidential Information without the Disclosing Party’s prior written consent. Upon expiration or termination of this Agreement for any reason, the Receiving Party will, upon request, return or destroy the Disclosing Party’s Confidential Information, provided that Iterable shall only return Customer’s Confidential Information after Customer has made reasonable attempts to export Customer’s Confidential Information by Iterable’s API. All Customer Confidential Information shall automatically be deleted within thirty (30) days of expiration of this Agreement.  Notwithstanding the foregoing, the Receiving Party may retain such copies of Disclosing Party’s Confidential Information stored electronically on data archives or back-up systems or to comply with the laws or regulations applicable to the Receiving Party, provided that such copies shall at all times be subject to the terms of this Agreement while in Receiving Party’s possession or control.

7.2       Compelled Disclosure.  Nothing in this Agreement shall prevent the Receiving Party from disclosing information to the extent the Receiving Party is legally compelled to do so by any governmental investigative or judicial agency pursuant to proceedings over which such agency has jurisdiction; provided, however, that prior to any such disclosure, the Receiving Party shall (a) assert the confidential nature of the information to the agency; (b) immediately notify the Disclosing Party in writing of the agency’s order or request to disclose, to the extent permitted; and (c) cooperate fully with the Disclosing Party in protecting against any such disclosure and/or obtaining a protective order narrowing the scope of the compelled disclosure and protecting its confidentiality.

8.          Representations and Warranties.

8.1       From Iterable.  Iterable represents and warrants that it (a) it is duly organized, validly existing, and in good standing as a corporation or other entity as represented herein under the laws and regulations of its jurisdiction of incorporation, organization or chartering; (b) it has the right, power and authority to enter this Agreement and to grant the rights and licenses granted hereunder and to perform all of its obligations hereunder; (c) when executed and delivered by both Parties, the Enterprise Order will constitute the legal, valid and binding obligation of such Party, enforceable against such Party in accordance with its terms; (d) it shall abide by all Applicable Laws in providing the Services; (e) it is the owner of the Services and of each and every component thereof, or the recipient of a valid license thereto, and that it has and will maintain the full power and authority to grant the rights to use the Services set forth in this Agreement without the further consent of any third party; and (f) the Services shall perform in accordance with the associated Documentation located on Iterable’s public website (“Services Warranty”). The Services Warranty does not apply to use of the Services in combination with hardware or software not provided by Iterable.      

8.2       From Customer.  Customer represents and warrants that: (a) it is duly organized, validly existing, and in good standing as a corporation or other entity as represented herein under the laws and regulations of its jurisdiction of incorporation, organization or chartering; (b) it has the right, power and authority to enter this Agreement and to grant the rights and licenses granted hereunder and to perform all of its obligations hereunder; (c) when executed and delivered by both Parties, the Enterprise Order will constitute the legal, valid and binding obligation of such Party, enforceable against such Party in accordance with its terms; and (d) it shall abide by all Applicable Laws with respect to its use of the Services; and (e) it has accurately identified itself and it has not provided any inaccurate information about itself to or through the Services.

8.3       Disclaimer.  EXCEPT FOR THE WARRANTIES EXPRESSLY STATED IN THIS AGREEMENT, THE ITERABLE PLATFORM AND SERVICES ARE PROVIDED BY ITERABLE ON AN “AS IS” BASIS, WITHOUT WARRANTIES OF ANY KIND. ITERABLE DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING, WITHOUT LIMITATION, THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTIES THAT MAY ARISE FROM COURSE OF DEALING, COURSE OF PERFORMANCE OR USAGE OF TRADE. ITERABLE DOES NOT WARRANT THAT CUSTOMER’S USE OF THE SERVICES WILL BE UNINTERRUPTED OR ERROR-FREE. CUSTOMER ASSUMES ALL RESPONSIBILITY AND RISK FOR ITS USE OF THE SERVICES AND ITS RELIANCE THEREON.  CUSTOMER ACKNOWLEDGES THAT IT HAS NOT RELIED ON ANY REPRESENTATIONS MADE PRIOR TO THE EFFECTIVE DATE OF THIS AGREEMENT OTHER THAN THE EXPRESS WARRANTIES STATED ABOVE.

9.          Indemnification.

9.1       Iterable Indemnification.  Iterable shall defend and indemnify Customer from any claims, demands, suits or proceedings made or brought by a third party (each, an “Action”) that arises out of or results from Iterable’s actual or alleged infringement, misappropriation or other violation of a third party’s registered patent, copyright, trademark or trade secret.  Iterable will defend such Action and pay damages finally awarded against Customer to such third party by a court of competent jurisdiction or agreed to in settlement.  If use of a Service by Customer has become, or, in Iterable’s opinion, is likely to become, the subject of any such Action, Iterable may, at its option and expense, (i) procure for Customer the right to continue using the Services as set forth hereunder; (ii) replace or modify the Service to make it non-infringing; or (iii) if options (i) or (ii) are not commercially reasonable or practicable as determined by Iterable, terminate Customer’s subscription of the Services, in which case Customer will be entitled to a pro-rated refund of any fees pre-paid by Customer for the corresponding unused period of the applicable Term.  Iterable will have no liability to Customer with respect to any Action under this Section if such claim is caused in whole or in part by (x) Customer’s non-compliance with instructions or specifications provided by Iterable; (y) Customer’s modification of the Services in violation of this Agreement; or (z) use of the Iterable Services in combination with any other products, technology, process, software or equipment not supplied by Iterable or explicitly supported.  This Section states the sole, exclusive and entire liability of Iterable to Customer and constitutes Customer’s sole remedy with respect to an Action brought by reason of access to or use of a Service by Customer or its Authorized Users.

9.2       Indemnification by Customer.  Customer and any of its Group Members hereby agrees to defend and indemnify Iterable and any of its Group Members and their officers, employees or agents from any claims, demands, suits or proceedings made or brought by a thirdparty that arises from (a) the content or effects of any messages distributed by Customer or events hosted by Customer using the Iterable Services (b) arises from or relates to Customer’s use of the Iterable Services in contravention of the terms of the Acceptable Use Policy or section 3.3 of this Agreement; and/or (c) any gross negligence or wilful misconduct by Customer. In addition, Customer acknowledges and agrees that Iterable has the right to seek damages when Customer uses the Iterable Platform for unlawful purposes, in an unlawful manner, and/or in a manner inconsistent with the terms of this Agreement.

9.3       Procedure.  As a condition of receiving an indemnification under this Agreement, the Party seeking indemnification hereunder (the “Indemnified Party”) will provide the other Party (the “Indemnifying Party”) with (a) prompt written notice of an Action (provided that failure to provide notice will not relieve the Indemnifying Party of its obligations under this Section 9.3, except to the extent such failure causes the Indemnifying Party to be prejudiced); (b) render reasonable assistance, and permit the Indemnifying Party to direct the defense or settlement of, such action or claim, except that the Indemnifying Party shall not settle any such suit or claim without the Indemnified Party’s prior written approval unless such settlement (i) includes a complete release of the Indemnified Party, (ii) does not require the Indemnified Party to pay any amount or deliver any other consideration, and (iii) places no restriction on the future conduct of the Indemnified Party; and (c) with respect to Iterable’s indemnification for an Action described in Section 9.1 above, Iterable having sole authority to defend or settle such claim.

10.       Limitation of Liability.

10.1    INDIRECT DAMAGES. CUSTOMER ACKNOWLEDGES THAT ITERABLE HAS NOT PRICED THE ITERABLE PLATFORM TO CONTEMPLATE THE RISKS OF RELIANCE BY CUSTOMER ON THE ITERABLE PLATFORM OR TO HAVE OR ASSUME SUBSTANTIAL LIABILITY OR RESPONSIBILITY FOR CUSTOMER’S DECISIONS. EXCEPT WITH RESPECT TO (A) A PARTY’S INDEMNIFICATION OBLIGATIONS SET FORTH IN SECTION 9 AND/OR (B) A PARTY’S OBLIGATIONS SET FORTH IN SECTION 5 , TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW, UNDER NO CIRCUMSTANCES AND UNDER NO LEGAL THEORY (TORT, CONTRACT, OR OTHER THEORY OF RECOVERY), SHALL EITHER PARTY BE LIABLE TO THE OTHER OR ANY OTHER PERSON FOR LOSS OF PROFITS, LOSS OF REVENUES, LOSS OF SAVINGS, LOSS OF USE, LOSS OR CORRUPTION OF DATA OR ANY INDIRECT, INCIDENTAL, SPECIAL, EXEMPLARY, PUNITIVE OR CONSEQUENTIAL DAMAGES, EVEN IF SUCH PARTY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES , OR FOR ANY CLAIM BY ANY OTHER PARTY.

10.2    DIRECT DAMAGES.  OTHER THAN DAMAGES OR LIABILITY EXCLUDED UNDER SECTION 10.1, IF EITHER PARTY IS FOUND LIABLE TO THE OTHER FOR DAMAGES FROM ANY CAUSE WHATSOEVER, AND REGARDLESS OF THE FORM OF THE ACTION (WHETHER IN CONTRACT, TORT (INCLUDING NEGLIGENCE), PRODUCT LIABILITY OR OTHERWISE), EXCEPT WITH RESPECT TO (A) A PARTY’S INDEMNIFICATION OBLIGATIONS SET FORTH IN SECTION 9 AND/OR (B) A PARTY’S OBLIGATIONS SET FORTH IN SECTION 5, THE MAXIMUM AGGREGATE LIABILITY OF EITHER PARTY ARISING IN CONNECTION WITH THIS AGREEMENT SHALL BE LIMITED TO THE FEES PAID BY CUSTOMER TO ITERABLE IN THE TWELVE (12) MONTHS PRIOR TO THE DATE THE CLAIM ACCRUED, LESS ANY DAMAGES PREVIOUSLY PAID BY ITERABLE TO CUSTOMER. CUSTOMER AGREES THAT THE FOREGOING REPRESENTS A FAIR ALLOCATION OF RISK HEREUNDER AND IS A MATERIAL INDUCEMENT TO ITERABLE’S ENTERING INTO THIS AGREEMENT.

11.       Force Majeure.

Neither Party will be liable to the other Party on account of any loss or damage resulting from any delay or failure to perform all or any part of this Agreement (except for any obligation to make payment for Services received) if such delay or failure is caused, in whole or in part, by events, occurrences, or causes beyond the control and without negligence of the Parties. Such events, occurrences or causes will include, without limitation, acts of God, strikes, lockouts, riots, acts of war, earthquake, fire, explosions, any governmental action, pandemics, flood, insurrection, power failure, hackers, DDOS attacks, or embargo.

12.       Miscellaneous.

12.1    Publicity.  Iterable may use Customer’s logo and name in its lists of Iterable customers and as appropriate on the Iterable website and certain marketing materials, in each case in accordance with any Customer brand guidelines to the extent available to Iterable. Additionally, Customer agrees to partner with Iterable to provide a reference, case study, video testimonial, or press release regarding Customer’s use of the Services. However, neither Party may disclose the terms of this Agreement without the other Party’s prior written approval.

12.2    Customer Affiliates.  Subject to Iterable’s acceptance, Affiliates of Customer may directly enter into Enterprise Orders under this Agreement (each, a “Contracting Affiliate”).  In such cases, references to “Customer” in this Agreement will be deemed references to the Contracting Affiliate.  Customer will be jointly and severally liable for compliance with this Agreement and all Enterprise Orders hereunder with its Contracting Affiliates.  To the extent more than one Contracting Affiliate, or a Contracting Affiliate and Customer, has an actionable claim under this Agreement, such claims shall be combined and be brought solely under a single complaint to the extent permitted under Applicable Laws.

12.3    Anti-Bribery.  Customer agrees that it has not received or been offered any illegal or improper bribe, kickback, payment, gift or thing of value from any of Iterable personnel in connection with this Agreement.  Reasonable gifts and entertainment provided in the ordinary course of business do not violate the above restriction.  If Customer learns of any violation of the restrictions set forth above, it will use reasonable efforts to promptly notify Iterable’s legal department at legal@iterable.com.

12.4    Assignment.   This Agreement may not be assigned by either Party without the prior written consent of the other Party; provided, however, that either Party may assign its rights under this Agreement to a Group Member or an acquirer in the event of a change of control.

12.5    Governing Law and Venue.  This agreement is governed by Irish law. The Parties submit to the exclusive jurisdiction of the Irish courts in relation to any dispute or difference between the Parties arising out of or in connection with this agreement, its interpretation or subject-matter. The United Nations Convention of Contracts for the International Sale of Goods shall not apply to this Agreement.

12.6    Notices.  Except for notices of breach, invoice disputes, assignment or termination, for purposes of communication concerning any other matter pursuant to this Agreement, all communications may be made in writing and shall be deemed received forty-eight (48) hours after they are sent.  Any notice for breach, assignment or termination will be reduced to writing and made by overnight courier, to the attention of “General Counsel” at the recipient Party’s address first written above and via email to the Parties’ respective General Counsels, or other personnel as indicated on the Enterprise Order. In respect to Iterable, all email communication must be sent to legal@iterable.com in addition to the recipients outlined in this section.

12.7    Relationship of the Parties.  The sole relationship between the Parties shall be that of independent contractors. Nothing herein shall be construed to constitute the Parties as partners, joint venturers, or agents of each other in any way whatsoever.  Neither Party will have the power to bind the other or to incur obligations on the other’s behalf without such other Party’s prior written consent.

12.8    Counterparts; Electronic Signature.  This Agreement may be executed in a number of counterparts with the same effect as if all signatories had signed the same document. If so executed, the counterparts shall be deemed an original for all purposes and shall collectively constitute one agreement. Each Party agrees that this Agreement, any Enterprise Order and any other documents to be delivered in connection herewith may be electronically signed, and that any electronic signatures appearing on such documents are the same as handwritten signatures for the purposes of validity, enforceability, and admissibility.

12.9    Waiver.  The failure of any Party to require performance by the other Party of any provisions hereof shall not affect the full right to require such Performance at any time thereafter; nor shall the waiver by a Party of a breach of any provision hereof be taken or held to be a waiver of the provision itself.

12.10 Severability.  In the event that any provision of this Agreement, or the application thereof becomes or is declared by a court of competent jurisdiction to be illegal, void or unenforceable, the remainder of this Agreement will continue in full force and effect and the application of such provision to other persons or circumstances will be interpreted so as reasonably to effectuate the intent of the Parties. The Parties further agree to replace such void or unenforceable provision of this Agreement with a valid and enforceable provision that will achieve, to the extent possible, the economic, business and other purposes of such void or unenforceable provision.

12.11 Amendments.  This Agreement may only be amended by a written agreement signed by both Parties.

12.12 Entire Agreement; Order of Precedence.  This MSA, including the AUP, any exhibits attached hereto, and all Enterprise Orders executed in connection with this Agreement collectively set forth the entire agreement and supersedes any and all prior agreements, written or oral, between the Parties with respect to the Services set forth herein. No term or condition other than those set forth herein or an Enterprise Order is binding on either Party unless in writing signed by duly authorized representatives of the parties. In the event of a conflict between the provisions of this MSA and any Enterprise Order, the order of precedence shall be the applicable Enterprise Order, followed by this MSA.