IN NO EVENT WILL Apptimizer OR ITS SUBSIDIARIES, SHAREHOLDERS, DIRECTORS, AFFILIATES, OFFICERS, EMPLOYEES, AGENTS, REPRESENTATIVES, SUCCESSORS AND PERMITTED ASSIGNEES (COLLECTIVELY, “COMPANY GROUP”) BE LIABLE TO THE CLIENT OR ANY THIRD PARTY FOR ANY DAMAGES ASSOCIATED WITH THE USE OR INABILITY TO USE THE SERVICE OR ANY PART THEREOF, ANY DAMAGES WITH RESPECT TO THE TARGET APPLICATION, LOST DATA, LOST PROFITS, LOSS OF GOODWILL, LOST REVENUE, SERVICE INTERRUPTION, SYSTEM FAILURE OR COSTS ARISING OUT OF OR IN CONNECTION WITH THESE TERMS, THE SERVICE OR ANY PART THEREIN AND INCLUDING, WITHOUT LIMITATION, ANY SPECIAL, INCIDENTAL, CONSEQUENTIAL, EXEMPLARY OR PUNITIVE DAMAGES, UNDER ANY THEORY OF LIABILITY, INCLUDING FOR CONTRACT OR TORT (INCLUDING PRODUCT LIABILITY, STRICT LIABILITY AND NEGLIGENCE), AND WHETHER OR NOT THE COMPANY GROUP WAS OR SHOULD HAVE BEEN AWARE OR ADVISED OF THE POSSIBILITY OF SUCH DAMAGE AND NOTWITHSTANDING THE FAILURE OF ESSENTIAL PURPOSE OF ANY LIMITED REMEDY STATED HEREIN. Apptimizer WILL NOT BE LIABLE FOR ANY DAMAGES OR LOSS INCURRED BY THE CLIENT, A USER OR ANY OTHER PERSON AS A RESULT OR IN CONNECTION WITH THE SERVICES. THE CLIENT’S USE OF THE SERVICES IS ENTIRELY AT ITS OWN RISK. WITHOUT DEROGATING FROM THE FOREGOING, Apptimizer’S MAXIMUM AGGREGATE LIABILITY FOR ANY DAMAGES ARISING UNDER THE AGREEMENT WILL BE LIMITED TO HALF OF THE AMOUNT OF THE CONSIDERATION ACTUALLY PAID BY THE CLIENT FOR THE CAMPAIGN RELATED TO THE APPLICABLE CLAIM.