Confidential

Ad Rendering Policy

Last Updated: December 2023

This Ad Rendering Policy applies to all Implementations distributed by Publisher (and, if distribution is expressly authorized by search provider, Publisher’s Syndication Partners) in connection with the Agreement. Unless otherwise defined herein, all capitalized terms have the meaning given in the Agreement. For the avoidance of doubt, other search provider Policies may also apply to the Implementations governed by this policy.

  1. Query Management. Publisher must (and, if applicable, must ensure that its Syndication Partners) comply with the following Query management practices and requirements:
    1. must deliver Results when a user enters a search or approved search input into a search entry point, such as a search box.
    2. must display results in the order provided by search provider.
    3. must not minimize, remove, redirect, reorder or otherwise inhibit or modify the display of Results, except as expressly authorized by search provider in writing.
    4. must not add, delete, change or pre-populate terms or characters of any Query, excluding spell check, auto completion, and suggested query functionalities.
    5. must not serve Results on properties which are under construction, unfinished, or on 404 error pages.
    6. must not serve Results against content which is not in one of the primary languages in the Territory in which the Results would be served.
    7. must ensure the only clickable area linking to advertisers’ pages are title, description, URLs, and ad extensions. Clickable white spaces must not appear between or around ad listings.
    8. must ensure that each call for Results is preceded by a clear expression of user intent or interest (e.g., a Query or keyword link).
    9. must display Results only in a fully functional web page or application, and must not display Results in pop-ups or pop-unders.
    10. must display Results immediately after the search event.
    11. must ensure that Results returned on a SERP are the most prominent element on the SERP.
    12. must ensure that Results returned on a page with content are presented in prominence at the top of the page. A search box must be featured prominently on such page.
    13. must ensure that when Results are displayed, they are listed with a header/label that includes the keyword or a search box populated with the keyword after a search box query is initiated.
    14. must comply with the signals and data element requirements as provided by search provider for each Query.
  2. Query Modification. The modification of Queries is expressly prohibited, except as set forth in the applicable search provider Policy. Publisher (and, if applicable, Publisher’s Syndication Partners) may use an approved abbreviation for a Query set forth in the table bellow if (a) the full (long) token keyword is sent to Search Provider in connection with such Query and displayed on the SERP and (b) such abbreviation is relevant to, and displayed in, the ad copy, if any, used in connection with the Query.
  3. Requirements for Results.
    1. All Implementations displaying Results must be labelled to preserve a user’s search intent, by clearly indicating throughout that a search is being performed on a specific keyword.
    2. Paid Search Results must be listed with a header/label that includes the keyword when a keyword link is clicked, or that includes a prominent search box populated with the keyword after a search box query is initiated.
    3. Results, including those from 2-Click Implementations, must be displayed on a new web page or overlay with no interstitial content.
    4. The exact keyword that was clicked on by the user and used in the ad call must be displayed on the SERP.
  4. Number of Paid Search Results Per Ad Call. Publisher must (and, if applicable, must ensure that its Syndication Partners) (a) comply with the maximum number of Paid Search Results supported per ad call, as specified by search provider (which may be updated from time-to-time), and (b) request and display, for each ad call, a minimum of 2 Paid Search Results.
  5. Ad Labeling Requirements. Publisher must (and, if applicable, must ensure that its Syndication Partners) comply with the following ad labeling requirements for Paid Search Results:
    1. All Paid Search Results must be properly labeled in full compliance with law and industry best practices (e.g., Paid Search Results must be labeled such that it would not be disguised as or confused with other content).
    2. Paid Search Results must be clearly marked as advertisements using an Approved SERP Label (as defined below). The text of the Approved SERP Label may not be obscured in a way that may mislead the user or suggest that the Paid Search Results are natural links.
    3. Approved SERP Labels must appear in close proximity to the Paid Search Results and any other advertisement, and on either the upper left-hand or upper right-hand corner of the ad block.
    4. The text of the Approved SERP Label must be clearly legible and must avoid the use of small font sizes and colors that may blend-in with the background of the page.
    5. Publisher (and, if applicable, its Syndication Partners) must use a consistent and clear ad label scheme throughout the page. Publisher (and, if applicable, its Syndication Partners) must not use different labels for different ad blocks within the same page, without search provider’s prior approval.
    6. Users must be able to distinguish advertising links from other links on the page.
    7. Publisher (and, if applicable, its Syndication Partners) must not use misleading headers or titles, such as labeling ad blocks as “news feed”.
    8. Paid Search Results may not be displayed in or as a pop-up.
    9. Publisher (and, if applicable, its Syndication Partners) may elect to use additional labeling and/or enhanced notices meant to inform end-users of advertising targeting practices.
    10. The following are permitted ad labels for Paid Search Results displayed on SERPs (including, for clarity, 2-Click SERPs and Landing Pages, as such terms are defined in the 2-Click Policy and/or SEM Arbitrage Policy) (collectively, the “Approved SERP Labels”):
      1. • “Ad(s)”
      2. • “Ads by”
      3. • “Ad(s) related to […]”
      4. • “Advertiser(s)”
      5. • “Advertiser Links”
      6. • “Advertisement(s)”
      7. • “Advertiser Sites”
      8. • “Promoted Listing(s)”
      9. • “Sponsored Listing(s)”
      10. • “Sponsored Products”
      11. • “Sponsored Result(s)”
      12. • “Sponsored By”
      13. • “Sponsored Sites”
      14. • “More Sponsor(s)”
      15. • “Sponsored Link(s)”
      16. • “Sponsored”
      17. • “Paid Results”
      18. • “Ad Results”
      19. • “Advertiser Results”
      20. • “Paid Content”
      21. • “Sponsored Content”
      22. • “Featured Advertisement(s)”
  6.  Publisher (and, if applicable, its Syndication Partners) may display duplicated Paid Search Results subject to search provider’s prior approval in each instance and the following requirements:
    1. Paid Search Results may not be duplicated more than once on the same page;
    2. Duplicated Paid Search Results modules must be separated by original content;
    3. Duplicated Paid Search Results modules must be separated by the page fold; and
    4. Duplicated Paid Search Results modules must be exact duplicates, and each module must show the exact same number of Paid Search Results as the other.

    For purposes of this Section, Paid Search Results are deemed to be duplicated if they feature (x) the same brand, (y) the same or substantially similar look and feel, and/or (z) the promotion of the same products or services.

  7. Ad Serving Requirements.
    1. Publisher is (and, if applicable, its Syndication Partners are) prohibited from making any modifications to the Results.
    2. Publisher (and, if applicable, its Syndication Partners) must display all Paid Search Results that are delivered in response to Publisher’s (and, if applicable, its Syndication Partners’) request.
    3. For ad extensions only, even though Publisher (and, if applicable, its Syndication Partners) should not request more extensions than are intended to be displayed, Publisher (and, if applicable, its Syndication Partners) may elect to display only a subset of the extensions received if, and only if, the vertical width or height required in the ad block to display the Paid Search Results and ad extensions returned is larger than what Publisher (and, if applicable, its Syndication Partners) had originally expected when it requested them. Extensions may include sitelink extensions, location extensions, call extensions, etc.; specific extensions are subject to change. For example, if some of the sitelink extensions are not displayed, then they should be omitted in reverse order of ranking, starting from the lowest ranking position (e.g., if the sitelink extension includes 6 links, but for space constraints only 4 can be displayed, the links in position 5 and 6 in the sitelink extension ranking may not be displayed).
    4. Publisher (and, if applicable, its Syndication Partners) must not change the ad ranking under any circumstances. That is, as Paid Search Results are sent in a given order (1-2-3-4), Publisher (and, if applicable, its Syndication Partners) must display the Paid Search Results in the same sequential ranking order received.
    5. Publisher is (and, if applicable, its Syndication Partners are) also prohibited from re-ranking or otherwise re-ordering ad extensions (e.g., Sitelinks), which must be displayed in the order and positions provided by search provider.
    6. Paid Search Results must not be dropped or otherwise moved due to pagination issues.
    7. Paid Search Results from search provider may not be commingled with advertisements from other search services providers or ad networks in the same ad block unit.
    8. Paid Search Results may not be intermixed with other content in the same ad block.

 

List of Approved Abbreviations

 

Insurance Ins.
Corporation Corp.
Incorporated Inc.
Trademark TM
Doctor Dr.
Emergency Medical Technician EMT
veterinary vet
Dentist DDS
Psychology Psych
appointment appt
apartment apt
building bldg
Attention deficit disorder ADD
Cystic fibrosis CF
Erectile dysfunction ED
Gastroesophageal reflux disease GERD
Osteoarthritis OA
Obstructive sleep apnea OSA
Rheumatoid arthritis RA
sport utility vehicle SUV
pickup truck truck
doctor M.D.
Text TXT
Document Doc
Compensation Comp
Limited Ltd
Advertising Ads
Association Assc
Federal Fed
Electric/Electrical/Electricity Elec
Equipment Equip
Maintenance Maint.
management mgmt
rehabilitation rehab
road rd
temporary temp
telecommunication telecomm
telephone phone/tele
technology/technological/technician tech
Chronic obstructive pulmonary disease copd
body mass index BMI
blood pressure BP
cardiovascular Cardio
carbohydrates carbs
electronic document eDoc or eDocument
Blood Glucose / Blood Sugar BG
Anterior cruciate ligament ACL
home equity line of credit HELOC
Attention deficit hyperactivity disorder ADHD
Adult onset diabetes mellitus AODM
Gastrointestinal GI
Human immunodeficiency virus HIV
Human papillomavirus HPV
Breast Cancer Gene BRCA
Deep-vein thrombosis DVT
Ear, nose and throat ENT
Hypertension HTN
Irritable bowel syndrome IBS
Intensive care unit ICU
Obsessive-compulsive disorder OCD
Post-traumatic stress syndrome PTSD
Rheumatoid arthritis RA
Prescription Rx
Sexually transmitted disease STD
Urinary tract infection UTI
luxury lux
autism/autism spectrum disorder ASD
international intl
national nat’l
barbeque bbq
refrigerator(s) fridge(s)
water H2O
Artificial Intelligence AI
region/regional rgnl
regular reg
information technology it
personal computer pc
Veterans Affairs VA
Master of Business Administration MBA
Point of Sale POS
Registered Nurse RN
Physician Assistant PA
All terrain vehicle ATV
Recreational Vehicle RV
identification ID
Four Wheel Drive 4×4
Finance/financial Fin
refinance refi
medical med
year yr
medication meds
science Sci
program(s) prog
human resources hr
accredited/accreditation ACRED
idiopathic thrombocytopenic purpura ITP
global positioning system gps
certification cert
installation install
administrative/administration admin
associate(s) assoc.
Home Health Nursing HHN
certified nursing assistant CNA
licensed practical nurse LPN
Bachelor’s of science in nursing BSN
Associate’s degree in nursing ADN
Associate of science in nursing ASN
Physical Therapy PT
Obstetrics OB
Gynecology GYN
Intravenous IV
education/educator edu
account acct
All State Names Shortened to their Abbreviation (e.g., Kansas = KS)
City Names Shortened to their Abbreviation (e.g., New York City = NYC)
business biz
professional pro
Age-Related Macular Degeneration AMD
employer of record EOR
personal injury PI
government gov
service serv.
recommended rec.
psoriatic arthritis PsA
Relapsing-Remitting Multiple Sclerosis PsA
Multiple Sclerosis MS
major depressive disorder MDD
bipolar disorder BD
schizophrenia Schizophr
parkinson’s disease PD
marketing MKTG
control CTRL
emergency emerg/emgy
system Syst.
dermatologist/dermatology derm
psoriasis PsO
treatment Tx
symptoms Sx
episodic migraine EM
atopic dermatitis AD
solution/solutions soln/solns
services svcs
alternative alt
Over the Counter OTC
Accounts Payable AP
Accounts Receivable AR
Small Business SMB
Company Co.
Assistant Asst.
psychologist Psy.D.

 

List of Approved Abbreviations

Full Token Keyword
Insurance
Corporation
Incorporated
Trademark
Doctor
Emergency Medical Technician
veterinary
Dentist
Psychology
appointment
apartment
building
Attention deficit disorder
Cystic fibrosis
Erectile dysfunction
Gastroesophageal reflux disease
Osteoarthritis
Obstructive sleep apnea
Rheumatoid arthritis
sport utility vehicle
pickup truck
doctor
Text
Document
Compensation
Limited
Advertising
Association
Federal
Electric/Electrical/Electricity
Equipment
Maintenance
management
rehabilitation
road
temporary
telecommunication
telephone
technology/technological/technician
Chronic obstructive pulmonary disease
body mass index
blood pressure
cardiovascular
carbohydrates
electronic document
Blood Glucose / Blood Sugar
Anterior cruciate ligament
home equity line of credit
Attention deficit hyperactivity disorder
Adult onset diabetes mellitus
Gastrointestinal
Human immunodeficiency virus
Human papillomavirus
Breast Cancer Gene
Deep-vein thrombosis
Ear, nose and throat
Hypertension
Irritable bowel syndrome
Intensive care unit
Obsessive-compulsive disorder
Post-traumatic stress syndrome
Rheumatoid arthritis
Prescription
Sexually transmitted disease
Urinary tract infection
luxury
autism/autism spectrum disorder
international
national
barbeque
refrigerator(s)
water
Artificial Intelligence
region/regional
regular
information technology
personal computer
Veterans Affairs
Master of Business Administration
Point of Sale
Registered Nurse
Physician Assistant
All terrain vehicle
Recreational Vehicle
identification
Four Wheel Drive
Finance/financial
refinance
medical
year
medication
science
program(s)
human resources
accredited/accreditation
idiopathic thrombocytopenic purpura
global positioning system
certification
installation
administrative/administration
associate(s)
Home Health Nursing
certified nursing assistant
licensed practical nurse
Bachelor's of science in nursing
Associate's degree in nursing
Associate of science in nursing
Physical Therapy
Obstetrics
Gynecology
Intravenous
education/educator
account
All State Names
City Names
business
professional
Age-Related Macular Degeneration
employer of record
personal injury
government
service
recommended
psoriatic arthritis
Relapsing-Remitting Multiple Sclerosis
Multiple Sclerosis
major depressive disorder
bipolar disorder
schizophrenia
parkinson's disease
marketing
control
emergency
system
dermatologist/dermatology
psoriasis
treatment
symptoms
episodic migraine
atopic dermatitis
solution/solutions
services
alternative
Over the Counter
Accounts Payable
Accounts Receivable
Small Business
Company
Assistant
psychologist
Approved Abbreviation
Ins.
Corp.
Inc.
TM
Dr.
EMT
vet
DDS
Psych
appt
apt
bldg
ADD
CF
ED
GERD
OA
OSA
RA
SUV
truck
M.D.
TXT
Doc
Comp
Ltd
Ads
Assc
Fed
Elec
Equip
Maint.
mgmt
rehab
rd
temp
telecomm
phone/tele
tech
copd
BMI
BP
Cardio
carbs
eDoc or eDocument
BG
ACL
HELOC
ADHD
AODM
GI
HIV
HPV
BRCA
DVT
ENT
HTN
IBS
ICU
OCD
PTSD
RA
Rx
STD
UTI
lux
ASD
intl
nat'l
bbq
fridge(s)
H2O
AI
rgnl
reg
it
pc
VA
MBA
POS
RN
PA
ATV
RV
ID
4x4
Fin
refi
med
yr
meds
Sci
prog
hr
ACRED
ITP
gps
cert
install
admin
assoc.
HHN
CNA
LPN
BSN
ADN
ASN
PT
OB
GYN
IV
edu
acct
Shortened to their Abbreviation (e.g., Kansas = KS)
Shortened to their Abbreviation (e.g., New York City = NYC)
biz
pro
AMD
EOR
PI
gov
serv.
rec.
PsA
RRMS
MS
MDD
BD
Schizophr
PD
MKTG
CTRL
emerg/emgy
Syst.
derm
PsO
Tx
Sx
EM
AD
soln/solns
svcs
alt
OTC
AP
AR
SMB
Co.
Asst.
Psy.D.