Ad serving rules — Turkey

This document is a translation of Ad serving rules — Turkey in English. In case of conflict between the Turkish version of Ad serving rules — Turkey and this translation — only the Turkish version of Ad serving rules — Turkey is legally binding. The Turkish version of Ad serving rules — Turkey can be found here: https://yandex.com.tr/legal/direct_display_rules/?lang=tr.

These Ad Serving Rules 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.

In case the Ads provided for placement are in the language other than Turkish with Location-Based Targeting other than Turkey, such Ads are placed on terms and conditions set out in Ad Serving Rules placed at: https://yandex.com/legal/direct_display_rules_ch/. Meanwhile, such Ads should satisfy the requirements of applicable legislation of respective jurisdiction(s) for Advertising with Location-Based Targeting, including, but not limited to the legislation on advertising, intellectual property legislation and the competition law.

I. Advertisements (hereinafter also referred to as “Ads” or “ads”) shall be accompanied with the designation: “Yandex Direct”, or “Direct”, or “Advertising” or ₺.

1. Definitions

For the purpose of these Rules, the following definitions shall have the following meaning:

Smart Banner (Banner) means an Advertisement consisting of the constant component (pattern including the information given by the Advertiser prior to the Banner placement), and the changeable component (information on Product Offers of the Advertiser’s site furnished by the Advertiser (in the FID form) for addition to the constant component of the Banner at serving of such Banner) or consisting of changeable component only. Respective changes shall take effect within 7 business days from the request day.

Search banner means an Ad, except for an Image Ad, Smart Banner, Mobile Ad and Dynamic Text Ad (as stipulated by cl. 8.5. hereof), with the “Search banner on search” type chosen by the Advertiser when creating such banner. Once such Ad is created, it is impossible to change its type and format. Ads of the said format are not placed on Advertising Spaces located on Yandex services adapted for mobile devices.

Click-Through Bid (CTB) means a ratio of Clicks to the number of Impressions of an Ad. Forecast CTB is calculated and recorded separately for: a) PCs and tablets, b) mobile devices. For the purposes of these Rules, mobile devices mean devices classified as such automatically by the Yandex Direct system.

Bid means maximum Cost per Click set by the Advertiser (either directly or automatically according to these Rules) for a Group of Ads.

Premium means an advertising unit with high CTB located above the search results (under the search string or thematic insets of Yandex services («wizard»: https://yandex.com/support/search/searchster/about-searchster.xml) or main contents of a Yandex Catalog page.

Inset means an ad unit located under the search string or to the right of search results as part of the thematic inset of Yandex services (“wizard”: https://yandex.com/support/search/searchster/about-searchster.xml).

Directory Information means information about organizations available in the directory of organizations on Yandex Maps (https://yandex.com.tr/sprav/).

Dynamic Placement means an ad unit that can only show Advertisements whose URLs match the URLs of pages that are organically ranked in the top 20 search results and are determined to be relevant to the user's query.

2. Advertising Spaces

Advertising placed via Yandex Direct may be displayed:

A) on Yandex SERP (http://www.yandex.com.tr/)

B) on Yandex Direct at the all Ads viewing pages (https://yandex.com.tr/search/ads) under key phrases — all Ads competing with each other.

C) on pages of websites and mobile apps) of the participants of the Ad networks (for the purposes of these Rules the Ad Networks shall mean Yandex Advertising Network (YAN) and ad exchanges (https://yandex.com.tr/support/direct/general/yan.xml) — the number of ads depends on the settings of the website or mobile application*;

D) on search result pages of the participants of Yandex Advertising Network (YAN);

E) on Yandex Maps search result pages (http://harita.yandex.com.tr/), in the Yandex Maps mobile application and in the Yandex Navigator mobile application;

F) on websites (on pages of websites and in applications) of Yandex Media Network (for the purposes of these rules, Yandex Media Network shall mean platforms listed at https://yandex.com.tr/support/direct/general/yan.xml) — the number of ads depends on website or application settings.

Search banners may only be displayed on the Advertising Spaces mentioned in cl. 1 A) and D) hereof. Dynamic Placement may only be displayed on the Yandex SERP (http://www.yandex.com.tr).

The Ads may not display on the Advertising spaces specified above, in cases when the Group of Ads has the automatic status of "Rarely served" in the client web-interface.

3. Display terms and conditions

3.1. On pages of Yandex services optimized for mobile devices, ads may not be displayed. Spaces for displaying ads on pages of Yandex services optimized for mobile devices may differ from the spaces for displaying ads stipulated in these Rules.

3.2. Selection of Advertising for Impression in ALL positions at SERP, Yandex Direct, on search result pages of websites participating in the YAN and Yandex Maps is based on keyword / key phrase (subject to exclusion of stop words (https://yandex.com.tr/support/direct/glossary.html#glossary__stop-words-def), the Quality factor, CTB and the Bid specified by the Advertiser.

At that, only Impressions and Clicks on search results of the Search Engine shall be used to calculate the forecast Click-through-ratio (CTR) (as defined below) for Impression of Advertising on all position of SERP. Several search results pages may be simultaneously displayed on a single web page (including mobile devices programs interface). In such a case search results pages are numbered.

3.3. A limited number of Ads is displayed in the Premium and Dynamic Placement units on the Yandex SERP (http://www.yandex.com.tr).

3.3.1. Ads that are not selected for display in the Premium unit on search results pages on the service Yandex Search (Advertising spaces referred to in clause. 2.A. of the Rules), are displayed at the discretion of Yandex in other locations of search results pages.

3.3.2. Ads are displayed on the Advertising spaces listed in clauses 2.A. of the Rules, when a search query repeats the key phrase the Advertiser specified word-by-word (without stop words (https://yandex.com.tr/support/direct/glossary.html#glossary__stop-words-def)).

3.3.3. Ads may not appear on Advertising spaces, specified in the clause 2.A of the Rules, because some of the queries they may be replaced by the unit with information about services and products of Yandex.

The Ads might not be displayed on Yandex’s SERP since a Search banner (https://advertising.yandex.com/product/media/contextual.xml) and/or information unit covering Yandex's services and products might replace the former, as may be prescribed by certain inquiries.

3.3.4. Higher bid ads make it to the Premium unit and / or are displayed with their design expanded (i.e. with additional information, images, and other ad elements provided by the Advertiser).

3.3.5. The Advertising Space mentioned in cl. 1 A) hereof mostly displays Search banners whose multiplication of CTR and Cost per Click is the best. At the same time, it is possible to automatically rotate Search banners on the said Advertising Space with no regard to the multiplication of CTR and Cost per Click.

3.3.6. No more than 2 ads may be displayed in the Inset unit in the Advertising Space mentioned in cl. 1 A) hereof.

3.3.6.1. Ads that were not chosen for display in the Inset unit in the Advertising Space mentioned in cl. 1 A) hereof may be displayed in other spaces stipulated by the Ad Serving Rules.

3.3.7. The User will see the headline of the ad (and/or its part), and/or Link, and/or Link Image (according to the restrictions set in these Rules), while display of the whole text of the ad is not guaranteed and might not be performed. With respect to such ads, the Advertiser shall assume all obligations and guarantees stipulated by the Offer.

3.4. Ad impressions can have a barrier of entry not dependent on the availability of any competing Ads. It is therefore quite normal when ads are not displayed, even when there are no competing ads.

Higher bid ads (forecast CTB, Bid, and Quality factor) are located at higher positions and / or shown with their design expanded (i.e. with additional information, images, and other ad elements provided by the Advertiser). This clause does not apply to Search banner.

Ads displayed on the Advertising spaces specified in cl.1 A) of these Rules that are optimized for mobile devices shall be arranged in a descending order of the value calculated basing on forecast CTR, Cost per Click and Quality factor. This clause does not apply to Search banners.

Selection of Ads for Impression on Yandex Direct all Ads viewing pages (http://direct.yandex.com.tr/search) and their placement shall be arranged in decreasing order of the value calculated basing on forecast CTR, Cost per Click and Quality factor. At that, the position of the Advertising on the page shall be determined in accordance with the selected Cost-per-Click, i.e., selected Ads shall be placed on every page in the decreasing order on the basis of the value calculated basingon forecast CTR, Cost per Click and Quality factor.

Ads displayed on the Yandex Maps and on Advertising Space mentioned in cl. A) of the Inset unit may be accompanied by a special mark shown on the map, with reference to a certain locality, corresponding to the address specified by the Advertiser on the contact page (virtual business card) of a relevant Ad. When a User addresses the mark, an “Expanded Mark”** unit appears containing the Ad text and/or contact details provided by the Advertiser.

In addition to the conditions set in these Rules above, selection of Ads for display on the Yandex Maps the following criteria shall apply: together with the key words and phrases (without stop words (https://yandex.com.tr/support/direct/glossary.html#glossary__stop-words-def) selected by the Advertiser via Client web-interface, the key words and phrases corresponding to the respective rubrics of the first search (organic search) result of the “Yandex Maps” directory of organizations (https://yandex.com.tr/sprav/) (hereinafter “Rubric phrases”) shall be also taken into account. To clarify, in addition to the phrase “buy sofa” selected by the Advertiser, the selection of Ads could also consider the phrases “frameless furniture”, “cushioned furniture”, etc. Full list of rubrics of “Yandex Maps” directory of organizations is available on https://yandex.com.tr/sprav/companies. By using this functionality the Advertiser undertakes to ensure the compliance of all Rubric phrases with all the requirements of applicable law. The application of the Rubric phrases functionality shall apply to all Advertisers by default. The Advertiser is allowed to add the respective Rubric phrases to the list of negative key words on the page of statistics of the respective Advertising campaign.

3.4.1. In case the Advertiser in the settings of the Advertising Campaign selects the criteria for displaying Ads "Manual rate management with optimization" (if available), the Cost per Click shall be calculated automatically. In that case the Bid for each display on the Places mentioned in the clauses A, B, D, E and F of the section 2 of these Rules would be calculated independently in accordance with automated prediction of the conversion (made by the User accessing the Advertiser's website through the Link). The Bid could be enhanced (as compared to the rate determined by the Advertiser) in case the possibility of the conversion is high, and could be lowered in case the possibility of the conversion is lower than average.

II. Please note:

1. In case of overlapping of key phrases in different Ads within one and the same Advertising Campaign, bids for these key words will not raise the Cost-per-Click for each other. The only one Ad with higher amount of the value calculated basing on forecast CTB, Cost per Click/ CPM and Quality factor will be selected for Impression.

2. In case of overlapping of key phrases in Advertising, leading to the same website, the only one Ad with higher amount of the value calculated basing on forecast CTR, Cost per Click/ CPM and Quality factor will be selected for Impression.

3. In the course of performing of Services Yandex shall be entitled, at its own discretion, to consider Ads to be similar. Ads are considered to be similar, provided that the following is simultaneously present (irrespective of whether there are Ads of the same or different Advertisers):

the Ads have identical or similar objects of advertising: identical or similar to a significant extent goods (works, services), offered for sale within one region;
the Ads are placed under the same or overlapping key words (key phrases, catalog heads);
the Ads contain links to the same or similar websites and/or provide identical specified and/or actual contact details of Advertisers (suppliers).

Subject to the above stated, websites shall be recognized similar in the event of similarity of substantial portions of the offered assortment of goods (types of works, services) to be sold within one region and/or when the same goods (works, services) are offered by the same suppliers (affiliated, having a close relationship), regardless of slight differences in range, different design, website structural organization, difference in price, as well as websites affiliation to (administration by) different person(-s).

In the event of display of Ads for a correspondent keyword (key phrase), the only one Ad from a group of Ads, considered to be similar, that have a highest amount of the value calculated basing on forecast CTR, Cost per Click/ CPM and Quality factor shall be displayed to the user. The other Ads from such a group shall be considered as duplicates and shall not be displayed (placed). The Cost-of-Click, selected by the Advertisers for duplicate Ads, shall not be taken into account (in particular, in the course of determination of a place of Impression of other Ads) during the whole period of suspension of these Ads.

In the above cases, Yandex shall be entitled at its own discretion to determine the Ads to be similar, based on the assessment of the information available to it.

3.1. If any Yandex Direct Ad contain links to the same Internet information resource (website)/domain, or to websites considered similar in accordance with Clause 5 hereof, the Ad with best amount of the value calculated basing on forecast CTB, Bid and Quality factor shall be displayed.

4. Specifics of changes in display of Advertising Campaigns subject to amendments into the same:

4.1. Processing of operations, performed by the Advertiser through the Interface (or via API) to amend certain parameters of Advertising Campaign, shall be carried out within the following terms:

change of the Cost-per-Click in the active Advertising Campaign — from 5 to 30 minutes (average processing time of this operation is 10 minutes). For the purposes of this subclause the active Advertising Campaign shall mean an Advertising Campaign, which is being displayed on the Advertising spaces;
suspension of the Advertising Campaign — from 10 to 60 minutes (average processing time of this operation is 30 minutes);
other operations — from 5 to 180 minutes (average processing time of other operations is 40 minutes).

4.2. In the event the Advertiser changes the Cost-per-Click/ CPM, each Click/ impression shall be paid for at their old cost until Yandex processes relevant change to the Advertising Campaign;

4.3. If the Advertising Campaign is cancelled, provision of Services shall cease upon the processing of this operation by Yandex. Prior to processing Clicks shall be paid for at the cost set by the Advertiser;

4.4. Information on the processing of operations, related to changes to the Advertising Campaign’s status, shall be indicated in the Interface.

5. Ads displayed on the Advertising spaces through mobile devices may contain a Link to a website and/or a Link to a contact page. When clicking on the Link, the User goes to the chat mode where he/she may in his/her sole discretion make a call at a contact phone number specified by the Advertiser for the particular Ad in a virtual business card. This article does not apply to Smart Banner, Image Ad and Search banner.

6. Cost-per-Click (which means an amount deducted from the Advertiser for one Click. Maximum amount of Cost per Click is set by the Advertiser (either directly or automatically according to these Rules) for a Group of Ads).

The Bid may be set by the Advertiser for the Groups of Advertising subject to the rules set out below and within the range as set forth in the table on page https://yandex.com.tr/legal/direct_table/:

6.1. Whenever the Cost-per-Click, selected by the Advertiser with consideration of the bid set by the Advertiser according to cl. 16 of the Rules, exceeds the amount of the Advertising Campaign account balance/ the General account (the amount of cash balance for all Advertiser’s Advertising Campaigns), it shall be considered that the Bid is equal to the amount of the Advertising Campaign account balance/ the General account.

6.2. In the Client Web Interface all the cost indicators are displayed in the currency specified in the accordance with the rules settled by Yandex in the Client Web.

7. In the event quick Links (additional Links that may be displayed in the Ad) have been provided for the Ad, they could be displayed in the position of the Premium unit and may as well be shown when the Ad is displayed on other locations specified in Clause 2.A of the Rules (except when ads are displayed to the right of search results and in the Inset) as well as in the other positions/on the other pages specified in Clause 2 of the Rules. The said rule does not apply to the Image Ads.

7.1. On the Advertising spaces specified in subcl. C) and F) of cl. 1 ads may be displayed containing the Advertisers images (hereinafter referred to as the «Image») that should comply with the requirements available at https://yandex.com.tr/legal/direct_adv_rules/. According to the settings chosen by the Ad network participant Impressions may be performed with displaying of the Images or without any Images. Yandex does not guarantee that the Impression will be performed with displaying of the Image. The Impression on the Advertising spaces on the Ad Networks shall be deemed duly performed (in compliance with the Advertiser ads and specified by the Advertiser terms and conditions ads placing) irrespective of whether it contains the Image displayed thereon or not.

If Ads contain no images included by the Advertiser, there can be automatically generated abstract background images made up of, for example, colors used in settings of network participants’ platforms, where the Ads are placed, or fractal backgrounds generated in shades of the said colors, or domains specified in the Ads, or Ad headlines designed as graphics.

The Image may be cropped for technical reasons (is not applicable for Image Ads). As regards the Ads containing such Images, the Advertiser assumes all the warranties and obligations provided for by the Offer.

7.1.1. On the Advertising Spaces on the Ad networks, ads may be displayed in accordance with the features, specified in 7.1.1.1. — 7.1.1.2.,15. of these Rules below:

7.1.1.1. The User will see the headline of the ad, Link and Image (according to the restrictions set in these Rules), while display of the whole text of the ad will be performed after the first Click on such ad (on mobile devices and tablets), or after moving the computer mouse cursor on such ad (on the display of the PC). This article does not apply to Smart Banner, consisting of constant and changeable components.

7.1.1.2. In case it is required to Click on an ad to see the full text of ad according to 8.1.1.1. of these Rules, such Click won’t be considered for the purposes of calculation of cost of Services and won’t be reflected in the Statistics. This article does not apply to Smart Banner, consisting of constant and changeable components.

8. Advertiser may be given the opportunity to perform additional settings/strategies of Ads placement and additional functionalities on advertising campaigns management through the client web-interface. Applying the appropriate settings/strategies or starting to use the corresponding functionality, the Advertiser agrees with the terms of their application/usage specified in the client web-interface.

8.1. While Ad creating Advertiser is given the opportunity to apply additional functionality «Ads for Mobile Apps» that is used for creating Ads to be displayed on mobile devices on the Advertising spaces listed in 2.1.‒2.3., 2.6. of the Rules. Ads created by the Advertiser and applying additional functionality «Ads for Mobile Apps» displayed on the specified Advertising spaces may include a mobile application icon, information about mobile application, a picture and/or video and a button included a link, which leads the users who clicked on it to an information resource (web site/mobile application) on the Internet with its address (URL) stated by the Advertiser for such an Advertisement. The content of the Ads created applying additional functionality «Ads for Mobile Apps» is updated once a day. The advertiser shall control the relevancy of the Ads content and cease its impression in case that the information about the mobile application becomes irrelevant.

Applying additional functionality «Ads for Mobile Apps» the Advertiser agrees that he is responsible for correspondence of the mobile application icon and information about the mobile application to the applicable legal requirements, including advertising and competition legislation, and also is responsible for the content of the Advertisement created by him with the appropriate additional functionality.

8.2. By choosing the functionality “Maintain average network CPC below average search CPC”, the Advertiser acknowledges and agrees that automatically adjusted Cost per Click would apply to all impressions of Ads within the Advertising campaigns, for which the Advertiser has chosen the above mentioned functionality, and on the Advertising spaces specified in subcl. C) and F) of cl. 1. The Advertiser could cancel the above mentioned functionality by submitting a request to Yandex via e-mail.

8.2.1. The functionality of “Maintain average network CPC below average search CPC”, should apply to the Cost per Click, set by the Advertiser, in case the Advertiser chooses a criterion of displaying of the Ads (if such criterion is available for choice): “Manual rate management with optimization” in the settings of the Advertising campaign. In this case the Cost per Click is calculated automatically with application of the above mentioned functionality. In that case the Bid for each display on the Places mentioned in the clause C of the section 2 of these Rules would be calculated independently in accordance with automated prediction of the conversion (made by the User accessing the Advertiser's website through the Link). The Bid could be enhanced (as compared to the rate determined by the Advertiser) in case the possibility of the conversion is high, and could be lowered in case the possibility of the conversion is lower than average. The foregoing rule does not apply to the Image Ads.

8.3. While creating an advertising campaign, the Advertiser may be given the opportunity to automatically correct spelling and punctuation errors, which is used to create Ads for display on the Advertising spaces specified in these Rules. This functionality is enabled by default.

Using this functionality, the Advertiser agrees to be responsible for the compliance of the content of Ads that he created using the specified functionality with legal requirements including the requirements of the legislation on advertising.

The Advertiser has the right to cancel such a correction at any time, if he believes that the text of the Ad was corrected improperly. In this case, the Advertiser edits corrected Ads or contacts the customer support service through our feedback form at https://yandex.com.tr/support/direct/troubleshooting/start.xml.

8.3.1. When creating the Advertising Campaign, the Advertiser may be given an opportunity to use an additional type of Ads — “Image” — to create ads to be displayed in the locations specified in Section I C hereof.

Principle of placement — static placement.

Banner format: GIF, JPEG and PNG;

Banner size (px): 240х400

Maximum banner size (KB): 120

The Advertiser shall provide Advertisements for placement containing all information required by applicable legislation for the purposes of rendering Image Ad placement services.

8.3.2. For the purposes of creating Image Ads (8.3.1 above) Yandex may make available to the Advertiser special interface allowing creation of Image Ads (web-constructor) (hereinafter — “Ad Builder”). By creation of Image Ads using Ad Builder the Advertiser agrees that principles of ads placement, as well as technical requirements to Image Ads (including but not limited to format, size and maximum weight of the banner) shall be agreed between Yandex and Advertiser via Client web-interface.

Using the Ad Builder, the Advertiser agrees to be responsible for the compliance of the content of Ads that he created using the Ad Builder with legal requirements including the requirements of the legislation on advertising and on intellectual property. Yandex does not guarantee the absence of errors when using the Ad Builder.

8.3.3. When organizing the Advertising Campaign, the Advertiser shall be able to use the "Turbo Pages" service to create online pages based on their own website by means of the Turbo Pages technology (the "Turbo Pages"), and to use a special interface (Constructor) to create new online pages based on the Turbo Pages technology (the "Turbo Sites"), Links whereto the Advertiser may indicate when organizing the corresponding Advertising Campaigns. By using the Constructor, the Advertiser shall agree to be liable for the compliance of the content of Turbo Pages and Turbo Sites set using the constructor with the legal requirements, including, but not limited to, the requirements of legislation related to advertising and intellectual property, personal data protection. In this respect, Turbo Pages and Turbo Sites shall be subject to all rules and restrictions specified in the Offer, the Terms of Use of the Turbo Pages service (https://yandex.com/legal/turbo_termsofuse/) (as applicable), the Terms of Use of Constructor Special Function (https://yandex.com.tr/legal/constructor_termsofuse/) (as applicable), as well as the Rules for the Advertiser's website. Yandex does not guarantee error-free operation of the constructor. In particular, Yandex does not guarantee that Turbo Pages and Turbo Sites will be displayed correctly and shall not be liable for their potential distortions. Should the Advertiser breach the terms of the Offer, the Rules and/or any mandatory document, Yandex may also block either specific Turbo Page or Turbo Site or the overall service functionality for the Advertiser. Yandex shall not indemnify against any damage, direct or indirect, caused to the Advertiser or third parties by their use or failure to use Turbo Pages or Turbo Sites.

By using Turbo Pages or Turbo Sites, the Advertiser grants to Yandex the non-exclusive right to use the contents of such Turbo Pages and Turbo Sites automatically, free of charge, unconditionally and irrevocably, all over the world, for the period of Turbo Pages and Turbo Sites use at the discretion of Yandex including, but not limited, the rights to reproduction, copying, selection, systematization, transformation, modification, editing, translation, publication, distribution of contents of Turbo Pages and Turbo Sites (whether partially or in full) by any legal means, and making them publicly available. By using Turbo Pages and Turbo Sites, the Advertiser also confirms that they have the relevant rights and powers to grant the said rights to Yandex to use the contents of Turbo Pages and Turbo Sites. The Advertiser agrees that Yandex may use the contents of Turbo Pages and Turbo Sites as indicated above in other Yandex services and software applications, as well as in advertising or marketing materials posted on Yandex resources online to draw attention of other users to Turbo Pages and Turbo Sites or other Yandex resources and services. In this respect, Yandex may use the relevant contents of Turbo Pages and Turbo Sites either indicating or not indicating the Advertiser. Yandex may transfer the rights specified in this clause to third parties. If the Advertiser may not grant to Yandex the rights to use Turbo Pages and Turbo Sites as indicated above, they shall refrain from using the relevant contents of Turbo Pages and Turbo Sites.

By using Turbo Pages and Turbo Sites, the Advertiser agrees that the content of Turbo Pages and Turbo Sites will be available for indexing by all or some of the public search engines.

When using the feedback form completion, the Advertiser guarantees the compliance of the content of these forms, as well as the purposes of the use thereof, with the legislation applicable to the regulation of relations, and undertakes to obtain all the consents stipulated by legislation from persons completing the transfer data forms for the Advertiser.

All comments, requests and/or claims in connection with the Turbo Pages and Turbo Sites operation shall be sent through the feedback form available at: https://yandex.ru/support/abuse/troubleshooting/turbo/list.html.

8.3.4. When creating an Advertising Campaign, the Advertiser may be provided with an option “Search banner” to create Ads to be displayed on the Advertising Spaces specified in cl. 1 A) and D) hereof.

Principle of placement — static placement

Banner format: GIF, JPEG, PNG

Banner size (px): 240х400

Maximum banner size: 120 KB

Search banners are not displayed in Internet Explorer 6 and 7. In other browsers and other Internet Explorer versions Search banners shall be displayed as usual.

For services involving the placement of Search banners to be rendered, the Advertiser shall provide advertising materials with all information required by Turkish laws.

8.3.5. In case the Advertiser uses "Native advertising" option to place the Ads on the Advertising Spaces specified in the Clause 2 — C) of these Rules, the Advertiser accepts and agrees that some elements of the Ads (title, text, size of the image and the image itself, but without limitation to the foregoing) could be adapted by the owners of such Advertising Spaces according to the design of such Advertising Spaces, therefore some elements of the Ads could be excluded or displayed differently. The Advertiser undertakes to bear all the risks and liabilities related to using such option, as well as to ensure that the Ads placed using the option of the "Native advertising" and adapted to the design of the respective Advertising Spaces are compliant with all the terms and conditions of the Rules and the Offer.

8.3.6. The provisions of the foregoing clauses II-1 — II-8.3.5 should apply to the extent they do not contradict with clauses II-3.4.1 and II-8.2.1.

8.4. While Ad creating Advertiser is given the opportunity to apply additional functionality «Dynamic text ads» that is used for creating Ads to be displayed on the Advertising spaces listed in Section I A — E of the Rules. Additional functionality «Dynamic text ads» let the Advertiser to generate automatically the Ad’s headlines and the Links and to specify key words for an Ad display on the basis of the automatic analysis of content of the site specified by the Advertiser for the relevant Group of Ads.

Up to 10 (ten) Product Offers (hereinafter referred to as the «Product Gallery») can be displayed as part of a Dynamic text ad, selected for display in the first place of the Premium unit. Herewith, the Product Gallery can only be shown if there are at least 4 (four) Product Offers for the corresponding Dynamic text ad.

9. Group of Ads — a set of Ads united by the Advertiser in a group of Ads for which the Advertiser has chosen the uniform list of key words/phrases and uniform display settings (including, the Bid, geo-targeting, etc.). The number of Ads in the group: from 1 to 50. For display on the Advertising Spaces specified in section 2 of these Rules, only one Ad from a Group of Ads is selected according to the rules established in the client web interface. In all other respects, the terms and conditions provided by these Rules are applied equally, both to independent ads and to the ads included in the Group of ads.

10. When selecting ads to be displayed and included by the Advertiser in the Group of Ads on the Advertising Spaces specified in section 2 of these Rules, the following provision is applied in addition: the ad with the best Click-Through Bid among the ads included in the Group is mainly displayed. In the absence of sufficient statistical data for application of such provision, ads from the Group of ads to be displayed are selected according to the principles of automatic rotation of such ads.

11. The Advertiser unites the Advertisings into the group (Group of Ads) and choses the uniform list of key words/phrases and uniform display settings (including, the Cost per Click, geo-targeting, etc.). The number of Ads in the group: from 1 to 50. For display on the Advertising Spaces specified above, only one Ad from a Group of Ads is selected according to the rules established in the Interface. The terms and conditions provided by these Rules are applied equally, both to the Group of Ads and to independent Ads included in the Group of Ads. For the purposes of present document, the "Ad/Advertising" shall mean the Ad included in the Group of Ads, selected as specified in cl. 11.1. of the Rules.

11.1. When selecting ads from the Group of Ads to be displayed on the Advertising Spaces specified in the Rules, the following provision is applied in addition to the rules described above: one Ad from the Group of Ads with the best Click-Through Bid among the Ads included in the Group is mainly displayed. In the absence of sufficient statistical data for application of such provision, Ads from the Group of Ads to be displayed are selected according to the principles of automatic rotation of such ads.

12. Due to the advertising campaigns functioning, the following parameters shall be monitored to determine the minimum Cost per Click for displaying Ads on the Advertising spaces specified in present document (Cost per Click valid for search result pages) or CPM:

А) Quality factor.

The Quality factor depends on a lot of parameters and shall be calculated on a real-time basis. The main parameters include the overall relevancy of an ad to a query, ad statistics, relevancy of an ad to a website page to which the Link from an ad refers, and other parameters.

Б) Efficiency factor.

The Efficiency Factor depends on a lot of parameters calculated on a real-time basis. The main parameters include statistical data (number of Impressions, CTR, number of days of the Advertising Campaign activity) aggregated by an advertised domain or phone number (if specified in a “virtual business card”).

12.1. If the Bid fixed by the advertiser is lower than the minimal Cost per Click applicable for search, Ad will be displayed on the Advertising Spaces specified in subcl. C) and F) of cl. 1. This article does not apply to Smart Banner.

13. «Mobile Ad» means an advertisement marked by the Advertiser as a "Mobile Ad" when created, to apply the Ads impression terms and conditions specified below. The type of an Ad cannot be changed after such Ad has been created.

13.1. When selecting ads from the Group of Ads to be displayed on the Advertising Spaces specified in the Rules, except for the Smart Banner, consisting of constant and changeable components, the following provisions are simultaneously applied in addition to the above rules:

13.2. if the Group involves both Mobile Ads and those that are not Mobile Ads, Ads of the first type are displayed mostly on PCs and tablets; Ads of the second type are displayed on mobile devices. If the Group involves only one type of Ads, these Ads can be displayed on any device regardless of its type (not applicable to Search banners);

13.3. only one Ad from the Group of Ads with the best Click-Through Bid as compared to other Ads included in that Group of Ads is mostly displayed. If there are no sufficient statistical data to apply this provision, the Ads to be displayed are selected from the Group of Ads according to the principles of automatic rotation applicable to such Ads.

14. Applying the additional setting "Set prices for mobile devices" in section “Bid adjustments”, the Advertiser accepts and agrees that the Cost per Click, increased or decreased by the percentage set by the Advertiser, applies to all impressions on mobile devices regardless of whether an ad displayed is or is not a Mobile Ad.

15. Increasing and/or decreasing bid to the Cost per Click set by the Advertiser in the Client web interface affects the selection of Ads to be displayed on Advertising spaces, specified in these Rules, the Ad position where it is supposed to be displayed and / or the possibility to display an ad with its design expanded, the number of Ads displayed on the specified Advertising Spaces.

The Advertiser sets the bid depending on the User characteristics: demography (gender, age), retargeting and Geo Targeting as well as ( if applicable) depending on the selected by Advertiser functionality: Smart banner ( with or without changeable component) or Video Extension. In addition, the Advertiser may set the bid depending on the time (hourly bid adjustment).

Data based on Users’ behavior in the Internet and obtained by means of analytics technology Crypta, is used for the purposes of Users sex, age determination and Geo Targeting characteristics (users’ most frequent location coordinates, which according to Yandex correspond to the given geographic region). Data obtained by means of Yandex Metrica counter code installed on the Advertiser’s website is used to determine retargeting characteristics of Users. However, Yandex does not guarantee the absence of errors when using the analytics technology Crypta as well as at the determination of the above Users characteristics. In case the bid was set depending on the time (hourly bid adjustment), the time is determined depending on the Advertiser's time zone.

16. Selection of Ads for impression on the Advertising Spaces specified in subcl. C) and F) of cl. 1 shall be performed by Yandex automatically based on correlation between subjects of ads and the User’s interests, including basing on the data, provided by the Advertiser via “Audience” Service (https://audience.yandex.ru). By using the “Audience” Service the Advertiser undertakes to comply with the document “Audience: Terms of Service” placed on the Internet at https://yandex.com.tr/legal/audience_tos/. When choosing the “Independent Placement on Different Types of Sites” (via request to Yandex) as a display criterion in the advertising campaign parameters, the Advertiser can fix a Bid for displaying ads on the sites on the Ad networks with consideration of the bid applied by the Advertiser according to cl. 16 of the Rules. The “Audience Coverage” value displayed in the Client web-interface, when the Advertiser fixes the Bid to display an ad on the sites on the Ad networks, is for information purposes and means an approximate number of Impressions for that ad expressed as a percentage of the total number of Impressions for advertising materials displayed with regard to a given keyword on the sites of the Ad networks participants.

The functionality of “Maintain average network CPC below average search CPC”, described in clauses 8.2. and 17 of these Rules should apply to the Cost per Click, set by the Advertiser, in case the Advertiser chooses a criterion of displaying of the Ads (if such criterion is available for choice): “Manual management” in the settings of the Advertising campaign, In this case the Cost per Click is calculated automatically with application of the above mentioned functionality.

16.1. On such Advertising Spaces, ads may be displayed in accordance with the features, specified in 16.1.1 — 16.1.2, 15 of these Rules:

16.1.1. The User will see the headline of the ad, and/or Link, and/or Image (according to the restrictions set in these Rules), while display of the whole text of the ad is not guaranteed and might not be performed. With respect to such ads, the Advertiser shall assume all obligations and guarantees stipulated by the Offer. The terms and conditions of this clause shall not apply to the Smart Banners, consisting of constant and changeable components.

16.1.2. In case it is required to Click on an ad to see the full text of Ad according to 16.1.1. of these Rules, such Click won’t be considered for the purposes of calculation of cost of Services and won’t be reflected in the Statistics.

16.2. With regard to Ads displayed on the Advertising spaces specified in present clause 16 of these Rules, the Advertiser may fix a cost of service limit as a percentage of the total cost of services. This limit shall be applied to the cost of services rendered not less than during one week after the date such limit is fixed. This article does not apply to Smart Banner.

17. When applying the functionality “Maintain average network CPC below average search CPC” by the Advertiser (not applicable to Search banners), the Cost per Click is calculated for the key phrase within the Group of Ads automatically, taking into account the maximum Cost per click, set by Advertiser directly. In this case the automatically calculated Cost per Click for impression on Advertising spaces specified in subcl. C) and F) of cl. 1, could be less than Cost per Click, deducted from the Advertiser for the impression on other Advertising spaces listed in these Rules.

18. The Advertiser may unsubscribe from Ads displayed:

on the Advertising spaces specified in clauses 2 (B), 2 (C) of these Rules (except for Advertising spaces located on Yandex's own sites and services and Yandex affiliates, as well as Advertising spaces located on Turbo pages ( https://yandex.ru/dev/turbo/doc/concepts/index-docpage/) by adding the relevant website address and/or mobile app identifier and/or ad exchange to the list of prohibited advertising sites in the advertising campaign parameters or by imposing a display prohibition with respect to a particular website or mobile app identifier on the sites statistics page (https://yandex.com.tr/support/direct/efficiency/statistics.html). The list and number of Advertising spaces specified in clauses 2 (B), 2 (C) of the Rules that can be excluded by the Advertiser are determined by Yandex at its discretion.
on the Advertising spaces specified in 2(A), 2(C), 2(D), 2(E) — 2(F) of these Rules (except where the User is redirected to a view all ads page from pages displaying contextually targeted advertising) only by choosing the “Independent Placement on Different Types of Sites” as a display criterion in the advertising campaign parameters with an “Impressions on Search Result Pages Disabled” option.

19. For technical reasons, the Ads may be displayed Yandex Maps search result pages (http://harita.yandex.com.tr/), in the Yandex Maps mobile application and on Advertising Space mentioned in cl. A) of the Inset unit in a shorthand form, in which case Yandex shall notify thereon the Advertiser via Web Interface. As regards such Ads, the Advertiser assumes all the warranties and obligations provided for by the Offer.

20. If the Advertiser while creating/editing ads indicates additional information (inter alia, clarifications, quick links, images, prices, video, etc.), it may be shown while displaying the ads. Yandex does not guarantee that the ads will be displayed with such additional information indicated by the Advertiser. When indicating such additional information the Advertiser agrees to be solely responsible for its truthfulness as well as for the compliance of the content of the Ads with all requirements of the laws, including the requirements of the laws on advertising. The terms and conditions of this clause shall not apply to the Smart Banners.

21. When displaying ads on Yandex SERP, the Advertiser can be offered to use the Display Link functional. When using this functional, the Advertiser can change the visual display of the Link.

With respect to the Display Link, the Advertiser shall assume all obligations and guarantees stipulated by the Offer.

Yandex does not guarantee that the Display Link will be displayed.

22. Site icon (favicon)

The Advertiser agrees that if the site to which the Link from an ad refers (except for the Smart Banner) contains in root directory a site icon (favicon.ico file) available for Yandex search system indexation (https://yandex.ru/support/webmaster/search-results/favicon.xml), than the ad displaying on the Advertising spaces may contain a site icon. The Advertiser shall ensure compliance of the site icon with legal requirements including those of advertising and competition legislation.

23. In order to improve the quality of Yandex Direct system and its services, and to develop new offers for the Advertisers, Yandex may periodically carry out experiments. In the course of such experiments, Ads displayed on personal computers and mobile devices of certain Users randomly selected by the system and/or search requests may be displayed on the Advertising spaces subject to modified conditions of geo-targeting (for example, based on the region specified in the User’s search request) and condition of the Impressions of Ads including but not limited as to selection and arrangement of Ads as compared to those specified for the Advertising spaces in these Rules. While carrying out an experiment, Yandex does not guarantee that each and every Ad will be displayed in compliance with the order of placing Ads on the Advertising spaces, and selection conditions specified in these Rules and in compliance with the geo-targeting conditions and other provisions specified in these Rules, also the Impression of the Ads may be accompanied by additional information material of the Yandex Services (such as marks of the goods/shops, comments concerning the goods/materials, but not limited), as well as data/information specified by the advertiser while preparing the Advertisement in the client web interface or provided to Yandex by any other agreed means. However, the experiments will not affect the Cost per Click fixed by the Advertiser in accordance with these Rules and will not change it in any way. Payment for the Services shall be carried out based on the Cost per Click determined in accordance with these Rules and with Yandex Direct Online Advertising Service Terms and Conditions. Any information about the fact of running such experiments shall be made available to the Advertiser upon its request sent to the customer support service using the feedback form at https://yandex.com.tr/support/direct/troubleshooting/start.xml specifying the reason for its submission and the number of relevant advertising campaign.

24. The Smart Banner feature might be allowed to Advertiser while Advertiser creates its Advertisement Campaign in order to be displayed in the aforementioned platforms.

The principle of placement: dynamic placement

The variable element of Banner may involve 30 Product Offer at most defined in the Customer web interface categories by Advertiser. This kind of Product Offers will differ automatically.

The Advertiser may carry out below mentioned actions through Customer Web Interface by using this feature:

To view created advertisement or to visit the link attached and to create login and password requirements for that link if it is applicable. Yandex shall not be liable in case Advertiser can’t access to Advertisement and its link due to noncompliance with the login requirements.
To provide permanent element of banner in a compatible display format;
To select product categories subject to advertisement;
To customize advertisement regarding its appearance. (such as color of text)

Turning to additional "Smart Banner" functionality, the Advertiser agrees to be held liable for the compliance of Ad contents it created using the said functionality with legislative requirements, including advertising law requirements. Yandex provides no guarantees of error-free operation of the said functionality.

The Smart Banner serves the purpose of display Ad that is determined automatically by Yandex with relation to User’s interest to the Users that previously visited Yandex.com.tr address and/or Ad Network web sites.

25. If the Advertiser does not accept the additional functions specified in this section, the Advertiser shall contact the help desk via the feedback form at: https://yandex.com.tr/support/direct/troubleshooting/start.xml.

26. When ads are displayed on the Advertising Spaces specified in subcl. C) and F) of cl. 1, the Advertiser can be invited to use the Video Extension function. The said function enables the Advertiser to add a standard video provided by Yandex or a video the Advertiser downloaded independently to its Ad. Videos the Advertiser downloaded independently shall meet the requirements stipulated in the General Rules of Creating Advertisements for Yandex Video Network available online at: https://yandex.com/adv/requirements/videowebreq.

An Ad with Video Extension enabled can be displayed with no quick URL links, images and other additional items.

An Ad with a video provided by Yandex and already displayed to the User can be displayed to this User (according to Yandex) 1 month after any ad of another Advertiser with the same video was last displayed to this User.

The Advertiser undertakes to check Ads with Video Extension enabled. As for such Ads, the Advertiser assumes all obligations and guarantees stipulated by the Offer.

The Advertiser agrees that neither Yandex nor any other third party transfers (assigns) the exclusive right to the Advertiser and grants, under a license, to the Advertiser the right to use results of intellectual activity (hereinafter referred to as the RIA) Yandex uses to render Services with Video Extension enabled. The Advertiser may not use such RIA out of the range of Ads unless the Advertiser and the relevant right holder of such RIA determined otherwise.

27. The Advertiser hereby agrees that in case the Ad contains the Link to the contact page (virtual business card), the information on such contact page (virtual business card) could be used by Yandex to perform automated matching of such information with Directory Information. Placement of the Ads on the Advertising Spaces specified in the clause I-E) of these Rules and in cl. 1 A) of these Rules in the Inset unit could be accompanied by the Directory Information automatically matched by Yandex according to the provisions of this clause, including but not limited to: photo of the respective company, panoramas, reviews of the company, rating/number of the reviews, category/rubrics, the nearest metro station (if applicable), additional characteristics of the company (average bill, wi-fi and etc.). This functionality could be activated for the foregoing type of Ads by default provided that Yandex will notify the Advertiser about such activation via Client web-interface. The functionality could also be activated by the Advertiser by selecting respective check-box in the Client web-interface. In any case the Advertiser undertakes to ensure that the Directory Information is correct and legally used. The Advertiser also undertakes all obligations and warranties provided by this Offer in respect of the use of the Directory Information in the Ads. The Advertiser may cancel the application of the foregoing functionality by using special check-box in the Client web-interface.

28. In order to correctly generate Yandex Statistics and determine the cost of the Services, Yandex shall be entitled to unilaterally add a technical parameter to the Link, which is intended, among other things, to determine the number of Clicks and to collect other data on the placement of Advertisements. The Advertiser undertakes to ensure the proper functionality of the Link with added technical parameter and the correct display of the information resource (site) on the Internet when Users click on a Link with added technical parameter.

29. When creating an Advertising Campaign, if technically possible, the Advertiser may be given the opportunity to use the following additional function "Generating advertisements using AI" (AI Generation), with which the Yandex system Yandex Direct creates Advertisements using the Advertiser's website provided by the Advertiser, and/or materials generated using the software.

29.1. If technically possible, the functionality of AI generation using software is carried out using YandexGPT technology (in accordance with the terms and conditions set out at: https://yandex.ru/legal/yagpt_termsofuse/). The Advertiser agrees to the terms of use of the YandexGPT technology from the moment the AI Generation functionality begins to be used.

29.2. By using the AI Generation functionality, the Advertiser agrees to be responsible for the compliance of the content of the Advertisements created using this functionality with legal requirements, including the requirements of advertising legislation, and guarantees that the Materials provided by the Advertiser do not violate the rights of third parties to intellectual property.

Yandex does not guarantee the absence of errors in the operation of the specified functionality, as well as its compliance with the goals and expectations of the Advertiser.

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* This restriction of the Ads quantity does not apply to Ad network participant’s websites and mobile applications of Ad Network partners, the content of which is loaded automatically when the mobile application page/content is scrolled down.

**An «Expanded mark» — unit containing the Ad text and contact details provided by the Advertiser, displayed on a map in Yandex Maps (http://harita.yandex.xx/), in the Yandex Maps mobile application and in the Yandex Navigator mobile application, and fixed to the point on the map corresponding to the address specified by the Advertiser on the contact page (provided that the Link to the contact page is included in the Ad). The mark containing the «Expanded mark» unit is highlighted on the map and is displayed only on Yandex Maps search result pages (http://harita.yandex.com.tr/) Advertising spaces and on Advertising Space mentioned in cl. A) of the Inset unit.

Date: 30.01.2025

Previous version of the document: https://yandex.com.tr/legal/direct_display_rules/17092024/.

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