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Advertising Specifications

These advertising specifications ("Specifications") apply to each Advertiser (as defined below), and serve to increase clickthrough frequency and quality. An Advertiser is any person which utilizes search advertising with one or more of the following Marchex, Inc. companies: Enhance Interactive, Inc., goClick.com, Inc., IndustryBrains, LLC, or MDNH, Inc. (as applicable, the "Company"). The corresponding Company shall be solely responsible for determining Advertiser's compliance with these Specifications.

ADVERTISER WEBSITE

The Advertiser website ("Website") must promote a clearly defined product or service. If such product or service is not provided by Advertiser, Advertiser must have appropriate permission for such advertising. Websites limited to a simple list of items or links are not acceptable, and the Website may not restrict the user's "back" button. Search engine, shopping, auction, and similar websites with dynamic content may not bid on search terms relating to specific products. Acceptable search terms are those related to the type of service provided by the Website. (E.g., "search engine", "online searching", "online shopping").

SEARCH TERMS

Only search terms for which Website has substantial content will be accepted. A search term loosely associated with some Website content will be rejected. If using a very general search term such as "books", "electronics", "travel", etc., Website should provide a variety of products and services related to such search term. The search term should be used in the title or description whenever possible, which title or description should justify Website's appropriateness for the search term and emphasize the unique qualities and benefits of Website, advertised product or service. The search term should link to the Website page which most directly promotes the products and/or services relating to such term. (E.g., advertisements for a certain product or sale should link to the URL containing information regarding the specific product).

EDITORIAL GUIDELINES

• Character Limits

  -Ad title: 25 (including spaces)
  
  -Ad text: 70 (including spaces)
  
  -Display URL: 35
  
  -Destination URL: 500

• Prohibited Use

  Neither the Website nor Advertiser's use of the advertising services may: (a) violate any applicable law, statute, or ordinance; (b) promote, display or link to inappropriate, illegal, or harmful content; or (c) engage in "Net Abuse" (as defined below). Company reserves the right to restrict or prohibit any and all uses or content that it determines in its sole discretion to violate this Section. All examples below are non-exhaustive.

  - Violation of Law:	Infringement of Intellectual Property Rights (e.g., material protected by copyright, trademark, patent, trade secret, right of publicity or privacy, or other proprietary right); illegal content (e.g., material which is defamatory, obscene, lewd); export violations (e.g., posting or sending software in violation of export laws); fraud (e.g., offering or disseminating fraudulent goods or services such as chain letters or pyramid schemes); violation of CAN-SPAM Act;
  - Harmful Content:	Lewd, harassing, offensive, racist, threatening, inflammatory, or otherwise objectionable content; dissemination or hosting of viruses, Trojan horses, worms, time bots or similar computer programming routines or technology; unfair or deceptive business practices;
  - Net Abuse:	Distributing or publishing any kind of unsolicited or unwelcome email ("Spam"); posting a single article or substantially similar articles to an excessive number of newsgroups or mailing lists; repeated or deliberate posting of articles that are off-topic according to the rules of the newsgroup or mailing list where posted; posting advertising in a conference or newsgroup, unless specifically permitted.

• Prohibited Terms

  The superlatives and phrases set forth below are prohibited.

  at its best	freshest	rock-bottom
  beat any price	greatest	safest
  best	highest	supreme
  biggest	hottest	the leader
  can't be beat	largest	the leading
  cheapest	lightest	the most
  fastest	longest	the top-rated
  finest	no. 1	the top 10
  first rate	number one	unbeatable
  foremost	preeminent	unmatched
  lowest	premier	won't be undersold

• Style Guidelines

  Advertiser shall use standard grammatical rules unless otherwise noted herein. The following uses are prohibited: (a) use of more than one explanation mark; (b) use of ellipses ("..."); (c) inclusion of contact information in the title or description; (d) multiple use of punctuation marks; (e) substitution of a word which may be written for a symbol (e.g., "$" for "money"); (f) use of ampersand ("&") in a title except if part of a proper noun; (g) capitalization of words not normally capitalized. Additional rules are as follows:

  -Hyphens: Include a space before and after (e.g. "Socks - $5.00 and up").
  
  -Abbreviations: Are generally not permitted (e.g., "Georgia", not "GA").
  
  -Conciseness: Avoid repetition between the title and description.
  
  -Titles: Titles should be in title case (e.g., Excellence in Distance Education).

COMPLIANCE

Company shall be solely responsible for determining whether Advertiser is in compliance with these Specifications, but shall have no obligation to take any specific action with regard to same, investigatory or otherwise. Additionally, Company reserves the right to report any suspected illegal activity to the appropriate authorities.

Company may modify these Specifications at any time.

Effective October 1, 2007

©2008 Enhance Interactive, Inc.

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