Product Ads Policy
This Product Ads Policy applies to all Product Ads (as defined below) 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 meanings given in the Agreement. For the avoidance of doubt, other search proviser’s Policies may also apply to Product Ads.
- Product Ad(s). A “Product Ad” refers to a product listing ad delivered by the search provider in response to a query, which product listing ad consists of, among other components, a product image related to such query and the price at which such product is offered for sale by the advertiser. Product Ads are a form of Paid Search Results, and, for the avoidance of doubt, are also subject to the terms of the Ad Rendering Policy. Examples of Product Ads are set forth in the attached Exhibit
- Availability. Publisher (and, if applicable, Publisher’s Syndication Partners) may only call for, and display, Product Ads in response to a valid Query and in combination with other search provider’s Paid Search Results (e.g., with text ads).
- Requirements; Restrictions. The following requirements and restrictions apply to Product Ads:
a. The Query sent to the search provider for Product Ads must match the exact user typed-in query in the search box or the keyword selected by the user (e.g., the keyword suggested in the 2-Click Creative). For the avoidance of doubt, no keyword modifications are allowed (e.g., a Publisher requesting Product Ads for a Native-to-Search Implementation must send the exact keyword suggestion in the 2-Click Creative, and is prohibited from the keyword modifications otherwise allowed under the Native-to-Search Policy).
b. Product Ads must be displayed in full and without modification (e.g., Publisher may not drop, change, or modify a Product Ad; Publisher may not modify, crop, or otherwise change the product image in a Product Ad; Publisher may not modify the display or order of the individual offers within a Product Ad; Publisher may not modify the decorations, extensions, or other components returned as part of the call for a Product Ad; etc.). Notwithstanding the foregoing, Product Ads may be resized only as necessary to fit the property in which the Product Ads are displayed; provided, however, that such resizing must not, in any way, obfuscate, truncate, or otherwise make the product image, product offer, ad label, decorations, extensions and/or any other components unviewable, unreadable, and/or illegible. Additionally, in no event may Publisher resize the Product Ad such that the overall footprint of the image used in the Product Ad exceeds 75% of the entire Product Ad
c. Publisher (and, if applicable, Publisher’s Syndication Partners) must display all Product Ads returned from the search provider, and in accordance with the row and column layout, ad ranking, and/or page placement specified in such response or as otherwise instructed by search provider.
d. Publisher (and, if applicable, Publisher’s Syndication Partners) must not render Product Ads in any manner that misleads or misinforms (or that is likely to mislead or misinform) the user in any way, including, without limitation, inducing or misleading the user into clicking on a Product Ad or misrepresenting the advertiser’s intended offer and product.
e. Publisher (and, if applicable, each of Publisher’s Syndication Partners) must use the delivery mechanism (e.g., XML with beacon) and incorporate any and all mechanisms for passing dwell time signals and measuring viewability of or for Product Ads that may be specified by search provider from time-to-time. Additionally, Publisher (and, if applicable, each of Publisher’s Syndication Partners) must comply with any minimum and/or maximum call parameters specified by search provider from time-to-time (i.e., number of Product Ads that may be requested and/or displayed in a particular unit or on a particular page).
Exhibit 1 to the Product Ads Policy