definiens: shall mean all confidential or proprietary infermatien that is reduced to . writing, in physical er electronic fermat, marked as confidential and given to . one party by theather party relating to such ether party er any Df its affiliates, including data, infermation, or analyses resulting frDm the initial U.S. Test Market Study and Lifescan Market Research, information regarding any ef the products of . such ether party or any of its affiliates, infermation regarding its advertising, distribution, marketing or strategic plans or informatien regarding its costs, productivity or technolegical advances . Neither party shall, fer five ( 5 ) years after such exchange, use Dr disclose to . third parties any Confidenti al Information Df the other ( except to the extent reasonably necessary to exercise its rights or cDmply with its obligatiDns under this U.S. Market Research Agreement ) and each party shall insure that its employees, officers and agents shall not use or disclose to third parties any Confidential Information Df the other ( except to the extent 6 reasonably necessary to exercise its rights or comply with its obligations under this U.S