Display-to-Search Policy

Last Updated: May 2023

This Display-to-Search Policy applies to all Display-to-Search Implementations (as defined below) distributed by Publisher in connection with the Agreement. Unless otherwise defined herein, all capitalized terms have the meaning given in the Agreement and the 2-Click Policy. For the avoidance of doubt, other search provider Policies may also apply to the Display-to-Search Implementations governed by this policy.


  1. Display-to-Search Implementations. “Display-to-Search” (or “D2S”) Implementations refer to a type of 2- Click Implementation, in which a keyword suggestion module is incorporated into a display ad unit (i.e., the “ad copy”) that resolves, in accordance with search provider’s instruction, to a 2-Click SERP or a Landing Page (as such terms are defined in the 2-Click Policy and, which, for clarity, may include Publisher owned-andoperated websites and third party owned-and-operated websites.). Display-to-Search Implementations are only available for distribution by Publisher (and not Publisher’s Syndication Partners, if any), and only on websites and through traffic sources approved by search provider.
  2. Implementation Requirements. Display-to-Search Implementations must comply with the following requirements: 
    1. Display-to-Search Implementations are a form of 2-Click Implementation, and are additionally subject to (and must comply with) the 2-Click Policy and the Ad Rendering Policy. For the avoidance of doubt, a “3-Click” flow for D2S Implementations would consist of:
      1. (Step 1): an Entry Ad suggesting a topic that, upon a user click, resolves to
      2. (Step 2): a 2-Click Creative (e.g., a landing page with a keyword suggestion module) related to the same topic that, upon a user click, resolves to
      3. (Step 3): a 2-Click SERP or Landing Page
    2. Display-to-Search Implementations must be directly managed by Publisher or Publisher’s D2S Agency (as defined in Section 3 below). For the avoidance of doubt, third parties are expressly prohibited from managing, controlling, funding, or distributing Publisher’s Display-to-Search Implementations. 
    3. The image-accompanied keyword suggestion module for Display-to-Search Implementations must comply with the following requirements:
      1. The image must be directly related to the keyword topic or theme. 
      2. The image must be accompanied by a clear, easily readable Equivalent Search Label (as set forth Section 4 below).
      3. The image may not exceed 300×250 pixels (for PCs).
      4. The use of the image must not infringe upon third party rights.
    1. The ad copy in each 2-Click Creative (as such term is defined in the 2-Click Policy) must:
      1. prominently feature a keyword, which is to be used as the search Query upon a user’s click on the 2-Click Creative.
      2. be labeled using one of the Equivalent Search Labels set forth in Section 4 below in relation to the keyword that is to be used as the search Query. 
    2. The 2-Click Creative must not contain or include misleading language, or otherwise misrepresent the 2-Click SERP or Landing Page (e.g., a 2-Click Creative for fishing would be misleading if a click on such ad copy resolved to a Landing Page about sports cars). 
    3. The Query sent to search provider must match the exact keyword suggestion in the 2-Click Creative. The keyword displayed to the user on the 2-Click SERP or Landing Page as the keyword for which the search was performed must exactly match the Query sent to search provider.
    4. 2-Click Creatives must not display or include Paid Search Results.
  1. Targeting, Distribution, and Traffic Requirements.
    1. The targeting parameters (including, without limitation, location-based targeting parameters) chosen for, or used in connection with, each 2-Click Creative must be directly related and relevant to the featured Query in the 2-Click Creative. Upon request by search provider, Publisher must (and, if applicable, must ensure that its D2S Agencies) cease the use of one or more targeting parameters for Display-to- Search Implementations. 
    2. Publisher may designate a commercially reasonable number of D2S Agencies, as determined by and approved by search provider, to manage its Display-to-Search Implementations; provided, however, that Publisher remains fully responsible for the acts or omissions of such D2S Agencies.Publisher may not structure agreements with D2S Agencies using TAC or revenue share payments as incentives, but may structure agreements with D2S Agencies that include, for example, flat media fees with various sets of performance goals (e.g., fees based on return on ad spend, traffic quality, etc.). Search provider may, at any time, restrict or revoke Publisher’s right to use D2S Agencies due to quality or compliance issues.
      1. A “D2S Agency” refers to a marketing agency that is pre-approved by search provider, in its sole discretion, to purchase display ads from a display ad network for Display-to-Search Implementations. 
      2. A D2S Agency must, at all times, satisfy all of the following requirements:
        1. maintain at least five (5) full-time employees.  
        2. maintain business operations in (a) the United States or (b) the United Kingdom or (c) at least two of the following territories: Canada, Germany, France, Italy, Spain, Hong Kong, Taiwan, Australia, Brazil, and India.
        3. comply with the ad buying policies of the applicable display ad network. 
        4. have and maintain a valid contract with Publisher, pursuant to which such marketing agency is contractually obligated to comply with all ad buying policies of the respective search ad network and the search provider Policies.
    3. Publisher (and, if applicable, its D2S Agencies) may only purchase inventory from display ad platforms and networks pre-approved by search provider. The current list of approved display ad platforms and networks consists of: Google (GDN), Yahoo DSP, Outbrain, TikTok,, and Xandr.
    4. All Display-to-Search Implementations (including the 2-Click Creative itself) must comply with the policies and guidelines of the applicable display ad platform or network used in connection with the Display-to-Search Implementations. 
    5. Publisher (and, if applicable, its D2S Agencies) must maintain controls that detect and manage out suspicious traffic that leads, or could lead, to either advertiser escalations or fraudulent activity. 
    1. Equivalent Search Labels. The following are permitted equivalent search labels to be used within the 2-Click Creative (“Equivalent Search Labels”) for Display-to-Search Implementations:
        1. “Search for” [Keyword]
        2. “Research” [Keyword]
        3. “See search results for” [Keyword]
        4. “Search…” [Keyword] “…today”, where “Search,” [Keyword], and “today” appear in that order in the first 30 characters of the headline
        5. “Popular Searches for” [Keyword]
        6. “Additional Search Topics for” [Keyword] 
        7. “Find more” [Keyword] 
        8. “Similar Searches for” [Keyword] 
        9. “Seek Result for” [Keyword] 
        10. “Sponsored Searches for” [Keyword] 
        11. “See results for” [Keyword] 
        12. “Sponsored Listings for” [Keyword] 
        13. “Sponsored Search for” [Keyword] 
        14. “Find results for” [Keyword] 
        15. “Available Search Listings for” [Keyword] 
        16. “Similar Search Topics for” [Keyword] 
        17. “Additional Searches for” [Keyword]