Rules of participation in Yandex Advertising Network
This is an old version of the document, which expired on May 19, 2022. The current version is available at: https://yandex.com/legal/partner_ch.
Any resource with Russian-speaking audience may join Yandex Advertising Network (“YAN”) subject to compliance with this document (“Rules”) and, as applicable, “Yandex Advertising Network Terms of Service”, available on https://yandex.com/legal/oferta_yan_ch (“YAN TS”).
1. Joining YAN:
The following resources are not allowed to join YAN:
a) failing to comply with the requirements of the applicable laws;
b) promoting discrimination based on gender, race, nationality, religious beliefs, social status or income;
c) containing offensive and/or pornographic materials;
d) being online casinos, domain parkings, file share resources, resources offering payments for viewing and/or clicking through ads/banners and other types of advertising, payment for viewing resources, letters, etc., and similar methods of earning in the Internet;
e) placing content misleading users;
f) containing potentially malicious software;
g) failing to comply with the terms of the Yandex Search Engine License (https://yandex.com/legal/termsofuse);
h) containing materials with already solved educational tasks and other keys and answers for the education materials for school and university students;
i) encouraging users to click ads or view them, and to use other unfair methods to accept more clicks;
j) constituting pages, non-moderated forums, poor-quality bulletin boards or flat (poorly structured) directories, one-page websites, social media pages, etc.;
k) representing doorway pages, i.e. pages on the Internet, the main purpose of which is to forward the user to other sites different from the page that the user intended to go to;
l) which main purpose is to display advertising;
m) not containing content that is unavailable to view, except for services pages and authorization pages.
Yandex reserves the right to reject any resource without explanation.
2. Requirements Applicable to YAN Partners’ Resources
2.1. Any mala fide (artificial or intentionally and automatically generated) clicks, views, displays are strictly prohibited on partner resources and would not be accounted in calculation of partner’s remuneration. In addition YAN partner undertakes not to:
2.1.1. place above Yandex ads phrases and images artificially drawing attention to advertising blocks, such as “Pay attention”, “Our sponsors”, “Click the ad”, “Support us”, “Menu”, etc.;
2.1.2. generate queries, display ads or clicks on ads in any search results and/or on contextual pages and ads, directly or indirectly, personally or through third parties, manually and/or by using any software, including by using any automatic means to reproduce displays and clicks (multi clicks, agents, etc.), without limitation to the foregoing;
2.1.3. change hyperlinks contained in ads, or otherwise influence users’ interaction with ads, not to replace or hamper in any other manner the user access to pages (resources), to which the user is hyperlinked when calling (clicking) such ads;
2.1.4. delete, edit, minimize, filter, change display order, appearance or other viewing options of ads in established advertising spaces.
3. Terms of Placement of Yandex.Direct and RTB advertising blocks
3.1. Placement of Yandex.Direct and RTB advertising block is subject to the following requirements:
3.1.1. Design of the advertising blocks provided by other advertising networks shall be different from the design of the advertising blocks provided by Yandex;
3.1.2. It is prohibited to change the page view mode to prioritize placement of ads;
3.1.3. The partner is not allowed to hide any additional links, images, favicons, geographic indications, any type of disclaimers (age category, medical disclaimers) and other elements of advertising blocks (unless otherwise allowed by respective instruments available in the YAN partner interface);
3.1.4. Advertising code of any other advertising network shall not interfere with due functioning of the YAN advertising code, nor it shall affect in any manner placement and display of advertisement provided by Yandex;
3.1.5. [Intentionally omitted].
3.1.6. The advertising code for contextual pages could not be placed on the search results pages. In the latter case the partner shall use special advertising code for search advertising blocks;
3.1.7. It is not allowed to place the advertising code of YAN blocks (neither direct blocks, nor integrated blocks through ADFOX) within the code of other banner systems (DFP, AdRiver, but without limitation of the foregoing), as well as by using js codes, callback and postmessage functions, substitution of the one code by another, but without limitation of the foregoing;
3.1.8. All recursive calls of the RTB advertising code are not allowed;
3.1.9. In case the advertising block is placed on particular screen it is not allowed to reload such block more than once each 30 seconds;
3.1.10. It is not allowed to place ads on the loading screen of the application for mobile devices.
3.2. [Reserved for future changes].
3.3. Placement of the overlay blocks is subject to the following requirements:
3.3.1. It is not allowed to place overlay blocks on the desktop versions of the partner’s resources in case the cover the content of the web page;
3.3.2. Overlay blocks shall comply with the following technical requirements:
3.3.2.1. Overlay blocks could be placed only on devices with the screen resolution of 320 px up to 420 px;
3.3.2.2. Each overlay block shall be accompanied with special button “Close Ad” outside the ads field.
3.3.2.3. Altitude of the overlay block on mobile versions of the partner’s resources could not exceed 30% of the screen area of the device (including “Close Ad” button);
3.3.2.4. Overlay block shall be attached to the lower side of the screen;
3.3.2.5. “Close Ad” button must be easily acceptable and viewable as compared to the web page content;
3.3.3. The "Full-Screen" format is only allowed on mobile versions of the resources.
3.3.4. Placement of any format of ads in Pop-up or Pop-under separate windows is strictly prohibited.
3.3.5. Advertising blocks moving upon user scrolling the content of the web page is allowed only if such advertising blocks do not overlap with the web page content.
3.3.6. In any case the advertising shall not be prevailing over the other content of the partner’s resource.
4. Terms of Placement of Video Ads
Placement of video ads is allowed on the resources complying with the following requirements:
4.1. Traffic:
4.1.1. daily audience of at least 10 000 users from Russia;
4.1.2. all websites where the partner’s player is embedded are subject to the mandatory moderation;
4.2. Content:
4.2.1. all resources must comply with the requirements of applicable law and do not violate rights of the third parties;
4.2.2. partner’s resources do not contain advertisement of casinos, blinking banners and other elements violating advertising laws or commonly accepted standards of advertising quality;
4.2.3. the number of advertising blocks shall not exceed 4 for the long videos (more than 10 minutes) or 2 for the short videos (less than 10 minutes), unless otherwise is agreed with Yandex or the timing of the displays is set by the rules of placement of the respective type of advertising blocks;
4.3. Technical parameters:
4.3.1. obligatory transfer of the real referrers in the frame of the request;
4.3.2. player shall exceed 600px of width for desktops and 400 px for mobile devices;
4.3.3. primary traffic shall be directed to html5-player;
4.4. Traffic quality:
4.4.1. Maximum 30% of undefined social-demographic characteristics according to Crypta;
4.4.2. Periodic (at least once a month) traffic quality audit by Yandex and absence of bots;
4.4.3. Frequency of no more than 20 request per unique user per day;
4.4.4. Actual visibility for in-stream of at least 60% (at least 50% of the player is in the zone visible for the user within at least 2 seconds), static visibility of at least 60% (correlation between accounted views and the number of successful displays of the ads), in-page visibility of at least 30% (correlation between accounted views and the number of successful displays of the ads)
4.4.5. Full views of the video ads of at least 70%;
4.4.6. Minimal ctr — 0,5%.
5. Terms of Placement of the advertising block “Turbo-pages”
5.1. In case the Partner and/or its authorized representative uses the services “Turbo-pages”, provided by Yandex according to the “Terms of use of “Turbo-pages” (https://yandex.ru/legal/turbo_termsofuse), the Partner accepts and agrees the following terms of placement of the advertising block “Turbo-pages”:
5.2. Subject to the terms and conditions of these Terms of participation, the “Owner’s Resources” and the “Advertising space” (as defined in the respective YAN participation agreement (“YAN Agreement”), concluded by and between Yandex and the Partner (the “Owner” in the terms of YAN Agreement)) shall mean:
“Owner’s Resources — Internet-based information resources and/or computer programs (including programs for mobile devices) along with their content or other components connected by the Owner to Yandex Advertising Network as permitted by Yandex. In certain cases, the Owner can provide its Resources, including their constituent elements, to Internet users using Yandex software and hardware”;
“Advertising space — a place created on the Owner's Resource in web page design or computer program interface (including programs for mobile devices) for Yandex to place Advertising materials “.
5.3. The list of services, provided by the Partner to Yandex and described in the clause 2.1 of the YAN Agreement, shall also include the services, related to assurance of placement of the Advertisement Code and/or display of Advertising materials by Yandex using other technical means in Advertising spaces on the Owner's Resources (including their constituent elements), which the Owner provides to Internet users through Yandex software and hardware, including but not limited to, when:
5.3.1. Yandex provides technical means to the Owner to make the Owner's Resource (or its certain elements) available to Internet users via Yandex website, its components and services; or
5.3.2. the Owner's Resource or its certain elements are placed on a software and/or hardware platform provided by Yandex; or
5.3.3. the Owner's Resource or its certain elements are displayed through technological export of data, content, elements or other components of the Owner's Resource to relevant Yandex service or website, both by technical integration and otherwise.
5.4. In addition to obligations of the Partner, prescribed by the clause 3.6 of the YAN Agreement, the Partner also undertakes not to change any technical features of the Owner's Resources, their content, elements or other components making the format of Advertising spaces non-compliant with requirements of the Agreement and/or these Terms of participation, and making it difficult for the Owner to provide the Services. If the Owner changes the subject matter of any of the Owner's Resources, it shall notify Yandex thereof in writing the day the changes were made (including by e-mail).
5.5. The Partner also agrees that creation of the advertising block “Turbo-pages” shall be deemed as Partner’s consent with these Terms of participation, as well as with the document “Terms of use of “Turbo-pages” (https://yandex.ru/legal/turbo_termsofuse).
5.6. The Partner undertakes to reach Yandex to conclude the respective amendment to the YAN Agreement within three (3) business days from the date of the creation of the first advertising block “Turbo-pages”. In case the Partner fails to comply with the foregoing provisions Yandex shall be entitled to suspend the creation of the advertising blocks “Turbo-pages” by the Partner, as well as to suspend placement of the created advertising blocks “Turbo-pages”.
5.7. All the terms used above shall be treated according to their definition provided by the respective YAN Agreement.
5.8. The Partner agrees that the foregoing terms of placement of the advertising blocks “Turbo-pages” shall prevail over the provisions of the respective YAN Agreement until the respective amendment thereto comes into force.
5.9. In case the YAN Agreement between Yandex and Partner is concluded on the terms and conditions of the document “Yandex Advertising Network Terms of Offer” (https://yandex.com/legal/oferta_yan_ch) (“Offer”), the foregoing terms of placement of the advertising blocks shall apply only to the extent not addresed by the Offer.
6. Terms of ad placement on search results pages
The following rules must be complied with when placing ads on search results pages:
6.1. Two types of search ads may be placed on search results pages: (a) a Premium as defined in the Display Rules published at https://yandex.com/legal/direct_display_rules_ch and a Guarantee which is an ad located below the search results. A Premium and a Guarantee are hereinafter jointly referred to as the "Yandex.Direct Ads" and separately — the "Yandex.Direct Ad".
6.1.1. If Yandex advertising system's response contains a Premium, such a Premium shall be displayed only once, only in its entirety, only in the specified sequence of ads, and only below the search box, above the search engine results and above other content (search results and any other elements). Thus, no other elements may be placed between the search box and a Premium.
6.1.2. If Yandex advertising system's response contains a Guarantee, such a Guarantee shall be displayed only once, only in its entirety, only in the specified sequence of ads, and below search engine results.
6.1.3. Premium shall not contain more than four ads. Guarantee shall not contain more than five ads.
6.1.4. Yandex.Direct Ads may be accompanied with a text link "Yandex.Direct", "Direct", "Advertising", "₽" or "Р" indicating that the advertisement is provided by Yandex. Yandex.Direct Ads may not be duplicated below the search results on search results pages.
6.1.5. Only one Yandex.Direct Ad may not be placed if a response from Yandex advertising system contains both Yandex.Direct Ads.
6.1.6. An ad code for calling Yandex.Direct Ads to search ads may be placed only on search results pages (if any).
6.1.7. No placement of an ad code for calling Yandex.Direct Ads to search ads with sending pre-set search queries may be made.
6.1.8. If search results are provided using Yandex.XML Service (http://xml.yandex.ru) or Yandex.Search Site Service, the Partner shall comply with the restrictions described in the sections of Yandex.XML Service License (https://yandex.ru/legal/xml) and the Terms of Use for the Yandex Site Search Service (https://yandex.ru/legal/site_termsofuse), respectively.
6.1.9. More than one Premium and one Guarantee may not be placed on a search results page unless otherwise agreed separately with Yandex.
6.2. Ad font size shall be no less than:
6.2.1. the size of font used for search results placed on the Partner site pages and/or in the interface of computer software containing advertising spaces and forming Partner resources;
6.2.2. the size of font used for ads placed on the Partner site pages and/or in the interface of computer software containing advertising spaces and forming Partner resources;
6.2.3. the size of font used for information placed on the Partner site pages and/or in the interface of computer software containing advertising spaces and forming Partner resources.
6.3. The number of Yandex.Direct Ads may not be more than two and their availability is determined by the response of Yandex advertising system.
6.4. Any changes in design of Yandex.Direct Ads, composition and location of Yandex.Direct Ads on search results pages as compared to that used by Yandex when displaying search ads shall be agreed by the Partner with Yandex by sending a page layout with changes indicated clearly. Upon receipt of a request and a page layout, Yandex shall, within thirty (30) calendar days, either approve the changes or provide its comments which must be considered by the Partner when adjusting the page. If no comments are provided within thirty (30) calendar days, Yandex shall be deemed to have approved the changes proposed.
6.5. The Partner shall set its software and hardware, which ensure operability of the Partner's search engine, in such a manner to provide for the operation thereof under the following algorithm: a) when a user's search query is received in the Partner's search engine interface (search form), the text of the search query, user's unique ID (guid), referer (user's HTTP/HTTPS referer), User-agent and IP address of a user computer, from which the query is sent, and the identifier (if technically possible) shall be sent automatically to Yandex ad display system; b) in response, the Partner receives ads which comply with the query and the display criteria of the search system set by the advertiser; and c) all ads received following such a query are displayed to user (placed) on the relevant pages of the Partner's resources with consideration of capacity of ad spaces (without reducing the actual number of ads which can be displayed in a relevant Yandex.Direct Ad).
6.5.1. The Partner shall take all reasonable and possible efforts to ensure uninterrupted operation of its software and hardware required for automatic online placement of Ads on the Partner's resources.
6.5.1.1. The Partner shall display all ads provided by Yandex in their entirety (with consideration of ad space capacity) and without any changes (in content, ranking, volume etc.) in the form corresponding to the terms of Offer and Participation Rules. If there are ads, which comply with a search query, such ads shall be placed in the relevant ad spaces.
6.6. The Partner shall display all ads provided by Yandex in ad spaces (with consideration of ad space capacity), i.e. the Partner may not:
6.6.1. change hyperlinks contained in ads or otherwise change user redirection from an ad specified by Yandex;
6.6.2. replace or otherwise prevent user access to pages (sites), to which user is directed with ad hyperlinks, when such an ad is called (clicked) by user;
6.6.3. delete, edit or collapse Yandex ads (pages containing ads), apply filters thereto, change order, appearance and other features of ad displaying in the established advertising spaces;
6.6.4. disable ad displaying or display ads partially (not in full).
6.7. If the Partner requests Yandex to display a search ad and an ad fails to display although Yandex has provided an ad in response to such a request, Yandex shall have a right to suspend and/or stop ordering the Partner's Services in terms of search ad displaying on a relevant Resource.
6.8. Ad placement on search results pages is available only for Resources with over 20,000,000 unique users per month. Without conflicting with the foregoing, Yandex reserves the right to reject any application for participation in Yandex Advertising Network by placing advertisements on search results pages and / or to stop displaying advertisements on the respective Partner's Resource without giving any reason.
7. Miscellaneous
7.1. In case of partner breaching the terms of these Rules, Yandex reserves the right to suspend placement of ads on partner’s resources and/or to take other measures in order to protect interests of advertisers whose ads are displayed on resources of partners of Yandex Advertising Network.
7.2. Partner agrees and accepts that Yandex advertising code could contain various technical instruments providing due performance of Yandex obligations in respect of its own clients (including, but not limited to various targeting instruments, as well as instruments for recording the quantity of impressions, clicks and other parameters related to impression of advertising materials on advertising spaces). Partner hereby agrees that the content of Yandex advertising code, as well is technical instruments integrated thereto, could be determined by Yandex in its own discretion.
7.2.1. In case the partner has a business established in the territory of a member state of the European Economic Area or Switzerland, or that, for other reasons the partner or partner’s resources are subject to the territorial scope of the national implementations of the Regulation (EU) 2016/679 of 27 April 2016 on the protection of natural persons with regard to the Processing of Personal Data and on the free movement of such data, (General Data Protection Regulation), partner’s participation in YAN is subject to the Data Processing Agreement available on https://yandex.com/legal/yan_dpa_ch. The partner understands and agrees that the provisions of such Data Processing Agreement prevail over the terms set by respective YAN participation agreement between the partner and Yandex as well as over the terms of these Rules.
7.3. The Partner accepts and agrees that for the purposes of increasing the efficiency of the interaction between Yandex and Partner, as well as to improve the functions of Yandex Advertising Network, Yandex shall be entitled, from time to time, to carry out the experiments, that could involve changes in the formats, frequency, design, ways of display and/or the terms of placement of advertising materials on the Partner’s resources. Yandex provides no guarantee that within the experiment it would place advertising materials on the Partner’s resources, or that it would place advertising materials of the particular format. Notwithstanding the foregoing, carrying out the experiments shall not affect any payment obligations of Yandex according to the respective YAN participation agreement.
7.4. Yandex reserves the right to reject any application to participate in the Advertising Network in its own discertion.
7.5. The partner understands and agrees that Yandex may reject connecting respective resource to YAN in case such resource is already participating in YAN subject to the agreement between Yandex and any third party.
7.6. Partner undertakes to comply with these Rules. Partner agrees that Yandex is entitled to unilaterally amend these Rules without any advance notice.
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Date of publication: 29.04.2022
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