America Online 2010 Annual Report Download - page 250

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EXECUTION COPY
16. Ad Formats.
16.1 Definitions.
(a) Ad Formats. AdWords Ad Formats and [****] Ad Formats.
(b) Additional Ad Formats. Subject to Sections 16.3 and 16.4, Ad Formats (excluding Initial Ad Formats) that Google makes available
on www.google.com within the United States in response to [****]% or more of all Eligible Queries.
(c) Additional Ad Format Terms. Additional terms and conditions that govern Google's provision of an Additional Ad Format to AOL.
(d) AdWords Ad Formats. Search-based advertisements that (a) are created via the Google AdWords service, (b) participate in the
Google AdWords auction, and (c) have a pay-for-performance pricing.
(e) Available Ad Formats. Initial Ad Formats and Additional Ad Formats.
(f) Eligible Queries. Eligible Queries means queries that can trigger an Ad Format.
(g) [****] Ad Formats. Search-based advertisements that are [****] Ad Formats.
16.2 Initial Ad Formats. Commencing on January 1, 2011, Google will make available to AOL, [****], "Ad SiteLinks," "Location
Extensions," "Ads in Suggest" and "Seller Rating Extensions" (individually and collectively, the "Initial Ad Formats"). Screenshots of
the Initial Ad Formats are attached hereto in Exhibit C.
16.3 [****] Ad Formats.
Additional Ad Formats will exclude Ad Formats that [****]. To the extent that an Ad Format is [****] such Ad Formats.
16.4 [****] Ad Formats.
(a) Subject to subsection (c) below, Google will provide AOL with any [****] Ad Format that (i) has [****]; or (ii) has been provided to
any search based advertising syndication partner(s).
(b) If a [****] Ad Format does not meet the requirements of subsection (a), but Google reasonably believes that (i) the [****] by such
[****] Ad Format is likely to [****], or (ii) it is [****] to provide the [****] Ad Format to AOL [****], then Google will [****] such
[****] Ad Format.
(c) With respect to a [****] based [****] Ad Format, Google will not provide such [****] Ad Format until the Parties have agreed (i) to
implement a solution to handle spam detection, if applicable, and (ii) to a business model by which the Parties will share revenue
attributable to such [****] Ad Format, if applicable.
16.5 Additional Ad Formats List and Quarterly Review. Google will provide AOL with an updated list of all Additional Ad Formats
("Additional Ad Formats List") not less than [****] prior to the first day of each calendar quarter during the Renewal Term. Such list
will include: (i) a detailed description of those Additional Ad Formats; and (ii) [****]. AOL will provide Google with any assistance
reasonably requested by Google to generate the above information. At AOL's request, the Parties will meet on a [****] basis ("[****]
Review") to review the Additional Ad Formats List.
16.6 Expression of Interest in Available Ad Formats. AOL will notify Google as to which Available
14
Google Confidential [Legal Department MC/CW Google]