Technical requirements for advertising in Yandex.Direct

This document is a translation of Technical requirements for advertising in Yandex.Direct in English. In case of conflict between the Turkish version of Technical requirements for advertising in Yandex.Direct and this translation - only the Turkish version of Technical requirements for advertising in Yandex.Direct is legally binding. The Turkish version of Technical requirements for advertising in Yandex.Direct can be found here: https://yandex.com.tr/legal/direct_adv_rules/?lang=tr.

These Technical Requirements for Advertising in Yandex.Direct are an integral part of the Agreement. Terms used herein shall have the meaning ascribed to them in Yandex.Direct Online Advertising Service Terms and Conditions located on the Internet at https://yandex.com.tr/legal/oferta_direct.

Ads placed on Yandex.Direct shall comply with Advertising Policy located at: https://yandex.com.tr/legal/general_adv_rules.

An ad, except the clarifications and quick links, should consist of*:

1. For ads, excluding ads, created with help of additional functionality «Ads for Mobile Apps»:

  • a title – limited to 35 characters including spaces and punctuation marks (excluding full points, commas, quotes ("), colons, semicolons, marks of exclamation) and to 15 following punctuation marks: full points, commas, quotes ("), colons, semicolons, marks of exclamation.

    To the extent technically feasible the additional title may be added to such ad – limited to 30 characters including spaces and punctuation marks (excluding full points, commas, quotes ("), colons, semicolons, marks of exclamation) and to 15 following punctuation marks: full points, commas, quotes ("), colons, semicolons, marks of exclamation. Yandex does not guarantee that the additional title will be displayed;

  • body text – limited to 81 character including spaces and punctuation marks (excluding full points, commas, quotes ("), colons, semicolons, marks of exclamation) and to 15 following punctuation marks: full points, commas, quotes ("), colons, semicolons, marks of exclamation;

  • links to the website (URLs to the pages containing the information on the advertised goods and services) and/or contact information;

2. For ads, created with help of additional functionality «Ads for Mobile Apps»:

  • a title (up to 33 characters, including spaces and punctuation marks);

  • body text (up to 75 characters, including spaces and punctuation marks);

  • links to the website (URLs to the pages containing the information on the advertised goods and services) and/or contact information.

The ad's headline, the text and the quick links and clarifications in Turkish should be grammatically correct and free of spelling errors. The keywords, to which the ad will be displayed, should match the ad's content.

The URL used in the Advertising shall correspond to the subject of the Advertising and lead to relevant landing page. It is not allowed to use IP address instead of a domain name in URLs.

Contact information shall be correct and contain no mistakes and the offer made on the telephone and by all other means of communication shall match the text of the Advertisement.

The headline, the text and the quick URL links and clarifications cannot not contain:

  • spacing (words with spaces between l e t t e r s) and upper-case words, except for acronyms (EU, USD);

  • phone numbers, e-mail addresses, postal addresses, ICQ numbers or other on-line paging systems' details;

  • html code.

Creation of a large number of identical Ads (with the same text, website links, key phrases), including those in different Advertising Campaigns, shall be considered as spamming attempt. Such Advertising will be rejected in pre- or post-moderation.

If the Ad Serving Rules (https://yandex.com.tr/legal/direct_display_rules) provide for the possible display of the Ad with the clarifications and/or quick links, such clarifications and/or quick links provided by the Advertiser shall correspond with the technical requirements set forth in the client web -interface.

*Whenever the Ad Serving Rules (https://yandex.com.tr/legal/direct_display_rules) allow to perform an Impression of an ad containing a graphic image (hereinafter – “image”), provided by the advertiser as a part of the ad, the Image should comply with the respective technical requirements (i.e., the size, file format, etc.) specified in the client web interface, as well as the requirements below:

  1. The image should be legible and of high quality and should not contain any compression artifacts (any upsampled or interpolated images obtained from lower resolution images are not accepted).

  2. The ad image should correspond to the title /text of advertising, web-page content containing an advertising offer. The ad image should satisfy current legislation including advertising legislation, Yandex advertising requirements, in particular the advertising policy requirements.

  3. The image should not contain:

    • graphical elements of the user interface or advertising platforms design, which can confuse the user, i.e. elements inducing the user to click them (for example: "Play" button intended for opening a video, or "X" button intended for closing a window, etc.) but not furnishing the desired result (video running, window closing, etc.);

    • products or other attributes of the advertiser competitors;

    • overly explicit depictions of clothes and underwear on a human body, obscene and offensive looks when advertising fitness, beauty shops, tourism and other services;

    • images strongly associated with fake news and any other “tabloid” content. For example, before and after pictures, “imperfect” naked body parts, sexually explicit poses, etc.;

    • intimate photos / photos of intimate items. The image should not contain any solid fill (i.e. one-color parts) occupying over 20% of the entire image and/or any empty spaces displaying no image components.

  4. When the Advertiser uses the Display Link functional, the Display Link shall meet all requirements to the ad text specified herein.

    When showing the Display Link, it is not allowed to use any special symbols, except “№”, “#”, “/” and “%”. Spaces, dashes and underscores can be automatically replaced by hyphens. The Display Link shall be relevant to the rest of the ad text.

  5. The following rules shall also apply to the placement of advertising materials through the Yandex.Direct:

    5.1. In general, Yandex may reject placement of advertising materials in case such materials include the links containing redirects (i.e. automatically/involuntarily addressing the user to some other address in the Internet) ("Redirect"). The Redirect could be allowed, for instance, in the following cases (provided, however, that in each such case the number of Redirects is limited to three):

    (а) The Redirect within the website to which the user gets by clicking the link contained in the ad (for example, it is allowed to redirect the user from msk.site.ru to spb.site.ru, but it is prohibited to redirect the user from msk.site.ru to msk.newsite.ru);

    (b) The Redirect to the domain mirror;

    (c) The Redirect

    with change of the connection protocol (for example, from http:// to https://).

    5.1.2. It is highly recommended to use ADFOX and UTM counters for the purposes of placement of advertising materials. Yandex provides no guaranty that any other statistical instruments could be or would be technically integrated with Yandex.Direct, as well as provides no guaranty of correct performance of such instruments. Yandex reserves the right to prohibit the use of the external statistical instruments due to the security or other technical reasons.

Please, note:

Yandex LLC reserves the right to reject any advertisement at post moderation stage of advertising campaign without stating the reason.

Date of publication: 15.06.2020.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/05082019.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/15082017.

Yandex Reklamcılık Hizmetleri Limited Şirketi (Yandex Advertising Services Limited Company) reserves the right to reject any advertising material during pre- and post-moderation without any explanation.

Date of publication: 15.08.2017.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/21072017.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/18042016.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/29032016.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/09112015.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/02102014.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/10032014.

Previous version of the document: https://yandex.com.tr/legal/direct_adv_rules/10022014.