Confidential

Native-to-Search Policy

Last Updated: May 2023

This Native-to-Search Policy applies to all Native-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 Native-to-Search Implementations governed by this policy.

Native-to-Search Implementations. “Native-to-Search” (or “N2S”) Implementations refer to a type of 2- Click Implementation, in which a keyword suggestion module is incorporated into a native 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). Native-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.
Implementation Requirements. Native-to-Search Implementations must comply with the following requirements:
1. Native-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 N2S Implementations would consist of:
  1. (Step 1): an Entry Ad (e.g., native ad sourced in accordance with Section 3(c) below) 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. Native-to-Search Implementations must be directly managed by Publisher or Publisher’s N2S Agency (as defined in Section 4 below). For the avoidance of doubt, third parties are expressly prohibited from managing, controlling, funding, or distributing Publisher’s Native-to-Search Implementations.
3. 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.
  3. clearly communicate to the user that a search is being performed, by, among other things, prominently displaying both the label and the keyword described in subsections (i) and (ii) above in the early part of the ad title, primary text, ad description, image, or call-to-action button such that any truncation by the ad network does not remove or hide such label or keyword.
4. 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).
5. Multi-image ads can now be used as well. The criteria is:
  1. Each of the images in the multi-image ad creative must be relevant to the keyword in the search query.
  2. The multi-image in the ad creative must be a single image file.
  3. A click on the multi-image ad creative must generate a single search query of the keyword reflected in the multi-image ad creative.
6. The Query sent to search provider must match the keyword suggestion in the 2-Click Creative, provided that Publisher may make only the following minor modifications from the 2-Click Creative: (i) changing the Query terms from singular to plural (or vice versa); (ii) changing the word tense of the Query terms; (iii) changing the order of the Query terms (e.g., “diabetes treatment options” to “options to treat diabetes”); or (iv) stripping “noise words” from Query terms. The keyword displayed to the user on the 2-Click SERP or Landing Page as the keyword for which the search was performed must match the Query sent to search provider.
7. 2-Click Creatives must not display or include Paid Search Results.
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 N2S Agencies) cease the use of one or more targeting parameters for Native-to- Search Implementations.
2. Publisher may designate a commercially reasonable number of N2S Agencies, as determined and approved by search provider, to manage its Native-to-Search Implementations; provided, however, that Publisher remains fully responsible for the acts or omissions of such N2S Agencies. Publisher may not structure agreements with N2S Agencies using TAC or revenue share payments as incentives, but may structure agreements with N2S 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.).The search provider may, at any time, restrict or revoke Publisher’s right to use N2S Agencies due to quality or compliance issues.
  1. A “N2S Agency” refers to a marketing agency that is pre-approved by search provider, in its sole discretion, to purchase native ads from a native ad network for Native-to-Search Implementations.
  2. A N2S 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 native 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 N2S Agencies) may only purchase inventory from native ad platforms and networks pre-approved by search provider. The current list of approved native ad platforms and networks consists of: Facebook, Taboola, Outbrain and Yahoo (Gemini Native), Twitter, Pinterest and TikTok.
4. All Native-to-Search Implementations (including the 2-Click Creative itself) must comply with the policies and guidelines of the applicable native ad platform or network used in connection with the Native-to-Search Implementations.
5. Publisher (and, if applicable, its N2S Agencies) must maintain controls that detect and manage out suspicious traffic that leads, or could lead, to either advertiser escalations or fraudulent activity.
Equivalent Search Labels. The following are permitted equivalent search labels for use within the 2-Click Creative (“Equivalent Search Labels”) for Native-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]