Yango Display Rules

Yango Ads Campaigns Display Rules

This document is valid if located at https://yango.com/legal/direct_display_rules.

Date posted: August 01, 2025

Effective Date: August 01, 2025

1. Definitions

For the purposes of this document, the following terms, the definition of which is not provided in the Offer, are used in the following meaning:

Display Rules, Rules — This document, posted in the public domain on the Internet at the address: https://yango.com/legal/direct_display_rules.
Ads: Text, images, videos, or other content provided by the Customer for display on Yango platforms.
Info Notices: Information to be brought to the attention of Internet users provide by the Customer for display on Yango platforms. Ads and Info Notices can be mutually referred to as Ads.
Click-Through Rate (CTR) — The ratio of the number of Clicks to the number of Impressions of Ads or Info Notices.
Cost per Click — The amount charged to the Customer for one Click.
Cost per Conversion — The amount charged to the Customer for one Conversion.
Rate — The maximum amount of the Price per Click or Price per Conversion, set independently by the Customer or automatically in the manner prescribed by the Rules, for the Ad Group.
Premium — A block with high clickability, located at the top of the search results.
Ad Group — A set of ads combined by the Customer, for which the Customer has selected a single list of keywords/phrases and single display settings (including Bid, geotargeting, etc.). The number of ads in a group ranges from 1 to 50. Only one ad from the Ad Group is selected for display on the Display Locations specified in Section 2 of the Rules according to the rules set in the client interface. The conditions provided for in these Rules apply equally to both the Ad Group and individual ads within the Ad Group. For the purposes of Section 3 of the Rules, "ad" means an ad within the Ad Group selected according to the rule specified in paragraph 3.16 of the Rules.
Product Ad — Ads or Info Notices belonging to “Product Ad with impressions on networks” and/or “Product Ad with impressions on Search” as these terms are defined in these Rules.
Product Ad with impressions in networks — Ads or Info Notices which consist of a permanent part (template, including information provided by the Customer before the Banner is placed), as well as a variable part (information about the Product Offers of the Customer’s website, which is provided by the Customer (in the form of a Feed) for adding to the permanent part of the Banner when such Banner is displayed), or only a variable part and meets the requirements specified in paragraph 5.27 of these Rules.
Product Ad with Search Impressions — Ads or Info Notices as provided for in paragraph 3.15.4 of the Rules.
Graphic Ad — Ads or Info Notices, with the exception of Product Ads, with the type "Graphic" selected by the Customer upon creation. It is impossible to change the type or format of such an Ad after creation.
Feed — A file containing information about the Customer’s Product Offers, which constitute the variable part of the Banner.
Product Offer — An offer of goods/services, information about which is published on the relevant pages of the Customer’s website, specified in the feed.
Product Gallery — A search ad placed to display Product Offers of different clients under the search bar of the platform, formed on the basis of dynamic ads. It is impossible to change the type or format of such an ad after creation.
Banner on search — Ads or Info Notices, with the exception of Graphic ad, Product ad, with the type "Banner on search" selected by the Customer upon creation. It is impossible to change the type or format of such Ads after creation. Ads or Info Notices of the specified format are not placed on Display Places located on services adapted for mobile devices.
Insert — A block located under the search bar, or as part of a thematic insert.
Directory Information — Information about organizations available in the directory of organizations on the Maps service.
Organization card — A block on the Maps Service containing information about the organization, including: organization name, address, website and social networks, opening hours, type of activity, and other information.
Dynamic placement — A block in which only those ads can be placed whose URLs match the URLs of pages selected by organic ranking in the top 20 search results and determined to be relevant to the user's query.

The Rules may use terms that are not defined in Section 1 of the Rules. In this case, the interpretation of such a term is made in accordance with the text of the Offer. In the absence of an unambiguous interpretation of a term in the text of the Rules and the Offer, one should be guided by the interpretation of the term defined: first, by applicable international and local laws; second, by the definitions provided on the corporate advertising platform’s website; and third, by the generally accepted interpretation on the Internet.

2. Display Locations

Display of Ads or Info Notices (hereinafter also referred to as “Ads”) on Display Locations may be accompanied by a special mark.

Ads may be shown in the following Display Locations:

2.1. On the search results pages of the Search service.

2.2. On the platforms (on the pages of websites and in applications) of the Advertising Network(s) participants (for the purposes of these Rules, Networks are understood to mean the platforms of the corporate Advertising Network, as well as external networks) — the number of ads depends on the settings of the website or application.

2.3. On the search results pages of sites participating in the Advertising Network.

2.4. On search results pages on Yango Properties related to maps and navigation services.

2.5. On search results pages on Yango Properties related to ads for which the Customers have set the corresponding keyword/phrase as a display criterion.

2.6. On search results pages on partner resources integrated with Yango.

2.7. Advertisements placed within the framework of special placement may be shown in mobile applications with integrated voice assistant functionality when using such an assistant. Display of ads when using the voice assistant is not guaranteed by the platform.

A graphic ad may only be shown in the Display Locations specified in paragraph 2.2 of the Rules. A banner on a search may only be shown in the Display Locations specified in paragraphs 2.1 and 2.6 of the Rules. A product gallery may only be shown in the Display Locations specified in paragraph 2.1 of the Rules. A dynamic location may only be shown in the Display Locations specified in paragraph 2.1 of the Rules.

In this case, Ads may not be displayed in the places specified in this Section 2 of the Rules in cases where the Ad Group is automatically assigned the “Low impressions” status in the client interface.

2.8. On the pages of the Services platform, Ads, when the Customer activates the relevant functionality in the Client interface, may be shown in the design of the display of the Public Profile.

2.9. When using the Campaign Wizard functionality and adding an Organization Card to the Advertisement, such Organization Card, including the Ad placed in it, may be shown in the Business service/in the corresponding block of the Search service at the Display Location for queries that match one of the types of the organization’s activities specified in the Organization Card.

2.10. In responses to user requests in applications with integrated voice assistant functionality.

3. Conditions for Displaying Ads

3.1. Ads may not be displayed on service pages optimized for mobile devices. The location of ads on mobile-optimized service pages may differ from the ad display locations provided for in these Rules.

3.2. When selecting ads for display on Display Locations specified in paragraphs 2.1, 2.3, 2.4, 2.5, and 2.6 of the Rules, the following factors are considered:

The key phrase/word/search query (if the Customer uses the additional functionality "Autotargeting") (excluding stop words),
Quality Coefficient (as defined in paragraph 3.10),
Click-through rate forecast,
Rate.

When calculating the CTR forecast, only Impressions and Clicks on the Display Places specified in paragraph 2.1 of the Rules are considered. Impressions and Clicks on other Display Places do not affect the CTR forecast.

3.3. A limited number of ads are shown in the Premium and Dynamic Placement blocks at the Display Locations specified in paragraph 2.1 of the Rules.

3.3.1. Ads not selected for display in the Premium block on search results pages may be displayed in other locations at the platform’s discretion.

3.3.2. In the Display Locations specified in paragraph 2.1 of the Rules, ads are displayed when a search query exactly matches the key phrase specified by the Customer. This rule does not apply to Product Ads and the Autotargeting functionality.

3.3.3. Ads with higher performance metrics (as specified in paragraph 3.2) may be included in the Premium block and/or displayed with an extended design (e.g., additional information, images, or other elements provided by the Customer).

3.3.4. In the Display Place specified in paragraph 2.1 of the Rules, Banner on search is typically displayed to the right of search results, with priority given to ads with the highest product of Clickability and Cost per Click. Automatic rotation of Banners on search may occur without considering this product.

3.3.5. No more than two (2) ads may be shown in the Insert block at the Display Location specified in paragraph 2.1 of the Rules.

3.3.5.1. Ads not selected for display in the Insert block may be shown in other locations as per the Display Rules.

3.3.6. Users may see only the title, link, or image of an ad (subject to restrictions), with no guarantee of full-text display. The Customer remains responsible for all guarantees and obligations related to such ads.

3.3.7. In the Product Gallery block (Display Location 2.1), between 2 and 36 Product Offerings may be displayed on mobile devices/tablets, and at least three (3) on desktop.

3.4. Ads with higher Click-through rate forecast, Rate, and Quality Ratio are prioritized for higher positions and/or extended design. This rule does not apply to Banner on search.

3.4.1. If the Customer selects "Maximum clicks with manual bids" in Campaign settings, the Cost per Click is calculated automatically, adjusting based on conversion probability (higher bids for high-conversion likelihood, lower for below-average).

3.5. Ad selection for Display Locations specified in paragraph 2.2 is automated, based on:

User interests (including data from the Audience Service),
Ad relevance to the target audience.

Ads with images may be displayed with or without visuals, depending on network participant settings. The platform does not guarantee image display.

For ads without images, abstract backgrounds (e.g., color schemes, domain-based graphics) may be auto-generated. Images may be cropped for technical reasons.

3.5.1. At Display Locations specified in paragraph 2.2, ads may show:

Only the title, link, or image (full text not guaranteed).
A first Click to view full ad text is not charged and excluded from statistics.

3.6. Ad placement in Display Locations (paragraph 2.5) is determined by descending order of:

Click-Through Rate Forecast,
Cost Per Click,
Quality Ratio.

3.7. Ads in Insert blocks (paragraph 2.1) or Maps (paragraph 2.4) may include a map marker linked to the Customer’s specified address. Clicking the marker opens an "Expanded Marker" block with ad/contact details.

3.7.1. Customers may enable/disable store rating displays in Premium blocks, subject to:

The ad-linked website being listed in the platform’s marketplace,
The store having an available rating.

3.7.2. Ad selection for Maps (paragraph 2.4) may also consider category phrases from directory listings. Customers must ensure compliance with advertising laws and can exclude phrases via negative keywords.

3.8. Overlapping keywords in the same Campaign do not mutually increase Cost per Click. Only the best-performing ad (by CTR forecast, CPC, and Quality Score) is displayed.

3.9. For ads leading to the same site, only the top-performing ad (by CTR forecast, CPC/CPM, and Quality Score) is shown.

3.10. Campaign performance metrics affecting minimum Cost per Click include:

Quality Coefficient (ad relevance, site alignment, statistical data),
Efficiency Parameter (Impressions, CTR, Campaign duration).

3.10.1. If the Rate is below the minimum Cost per Click, ads only display in locations specified in paragraphs 2.2 and 2.5 (excludes Product Ads with network impressions).

3.10.2. The minimum Cost per Click ensures (but does not guarantee) ad visibility in selected Display Places.

3.11. The platform may flag similar ads (identical/similar products, overlapping keywords, matching sites/contact details). Only the best-performing ad is shown; others are suspended.

3.12. Campaign status changes:

Bid adjustments: Processed in 5–30 minutes (avg. 10 min).
Campaign stop: 10–60 minutes (avg. 30 min).
Autotargeting updates: Up to 24 hours.
Other actions: 5–180 minutes (avg. 40 min).

3.12.2. Clicks/impressions during processing are charged at the old rate. 3.12.3. Stopped Campaigns cease once processed; clicks before then are charged. 3.12.4. Processing status is visible in the Client Interface.

3.13. Mobile ads may include a call button linked to the Customer’s contact number (excludes Product Ads, Image Ads, and Banners on search).

3.14. Display conditions for paragraph 2.1 also apply to paragraph 2.6.

3.15. Additional Client Interface functionalities (e.g., Mobile App Ads, Dynamic Ads, Turbo Pages) require Customer compliance with applicable laws. The platform does not guarantee error-free operation.

3.16. Ad Group selection prioritizes the ad with the highest predicted CTR. If data is insufficient, ads rotate automatically.

3.17. Customers may adjust Cost per Click via multipliers based on:

User demographics (gender, age),
Retargeting/geotargeting data,
Time-based adjustments (hourly bidding).

3.18. Ads may show for synonyms or semantically related queries. Customers can exclude terms via negative keywords.

3.19. For disputes regarding additional functionalities, Customers must contact support services.

4. Cost per Click

The Cost per Click (CPC) may be set either by the Customer or automatically, in accordance with the following rules:

4.1. Rate Adjustment Based on Account Balance

If the Rate (adjusted by the Customer’s multiplier per Section 3.17) exceeds either:

The remaining balance of the Campaign/General Account (total funds across all campaigns under the Customer’s login), or
The spending limit set by the Customer,

then the effective Rate will be automatically reduced to match the available balance or unused portion of the spending limit.

4.2. Image Ads & Product Ads with Network Impressions

Ads containing Client-uploaded images (as per Section 3.6) may only display if the Customer has set a Rate (accounting for multipliers under Sections 3.17 and 3.15.1).
The minimum CPC for Product Ads with network impressions is equal to the minimum CPC for image-inclusive ads.

4.3. Currency & Pricing in the Client Interface

All monetary values in the Client Interface are displayed in the selected currency (RUB or foreign currency), as determined by the platform.
Prices shown exclude VAT (or equivalent taxes, where applicable).

4.4. Automatic Synonyms & CPC Adjustment

For ads triggered by automatically detected synonyms of the Customer’s keywords/phrases:

The CPC is set automatically based on the Customer’s manually defined Rate.
The auto-adjusted CPC cannot exceed the Customer’s manually set Rate for the corresponding Ad Group.

4.5. Conflict with Section 3.5

The rules in this Section 4 apply only where they do not conflict with the conditions specified in Section 3.5 of the Rules.

5. Additional Terms

5.1. Special Disclaimers for Regulated Products

Ads related to the following must include standardized disclaimers as required by advertising laws and platform policies, for example:

Medical products/services, treatment methods, medical devices:

"Consult your doctor. Contraindications may apply."
Dietary supplements:

"Not a medicinal product."
Items resembling weapons (per applicable arms legislation):

"Constructively similar to weapons."

For infant formula and baby food products (0–12 months): "Consult a specialist. For children aged ___ months." (Default: "For children aged 11 months.")

Implementation:

Disclaimers are added automatically based on ad content analysis or manually via support form.
Graphic Ads and Search Banners must include disclaimers at creation (e.g., via Creative Builder).
Customers
must ensure proper categorization and disclaimer inclusion.

5.2. Age Restrictions for Content

Ads promoting media (e.g., films, games, apps) must display age ratings (18+, 16+, 12+, 6+, 0+) per local child protection laws.

Requirements:

Customers must select ratings in the Client Interface or embed them in Graphic Ads.
Default: 18+ for unclassified ads (except Graphic Ads, which are blocked without a rating).
Product Ads with restricted content are auto-rated 18+; Customers must remove such ads if ratings cannot be adjusted.

For financial services ads:

Must include the legal name of the service provider (auto-pulled from registries; Customers verify accuracy).

For real estate crowdfunding ads:

Must state the developer’s legal name (auto-verified from public sources).

For debt collection services: "Communication via mail only per [Law No. 230-FZ]." (Exemptions apply for registered entities.)

5.3. Favicon Display

If a linked website has a favicon.ico in its root directory, it may appear with the ad. Customers ensure favicons comply with advertising and competition laws.

5.4. Enhanced Ad Features

Quick Links: May display in Premium blocks or other placements (excludes right-side search results).
Business Info: Hours, phone numbers, or other details from the Customer’s contact page may be shown.
Exclusions: Not applicable to Graphic Ads or Search Banners.

5.5. Autotargeting Compliance

Customers using Autotargeting must ensure auto-generated keywords/ad content comply with:

Advertising laws (e.g., bans on misleading claims).
Competition laws.

5.6. Platform Experiments

The platform may conduct tests to improve services, per Section 3.18 of the Offer.

5.7. Opt-Outs for Ad Placements

Customers may exclude ads from:

Partner networks (via blocklists in Campaign settings).
Search results (by disabling "Search impressions" in Campaign criteria).

5.8. Domain Notation

The placeholder "xx" in domain names (e.g., example.xx) refers to any top-level domain administered by the platform.

5.9. Technical Limitations

Ads on Maps or Insert blocks may truncate due to technical constraints. Customers accept all liabilities for truncated content.

5.10. Supplemental Ad Content

Additional details (e.g., prices, videos) may display but aren’t guaranteed. Customers verify accuracy and legal compliance.

5.11. Display URL Customization

Customers may modify visible URLs ("Display Links"). The platform doesn’t guarantee their appearance.

5.12. Trust Badges

Financial services: May show "Central Bank Registered" if listed in official registries.
Car dealerships: "Official Dealer" badge (data sourced from partner platforms).
Certification services: Accreditation details from national registries.

Customers may disable badges in the Client Interface.

5.14. Video Add-Ons

Ads may include platform-provided or client-uploaded videos (meeting content guidelines).
Exclusions: Product Ads, Graphic Ads.
Customers review video-added ads and assume full liability.

5.15. Intellectual Property

Customers acknowledge no ownership/licensing of platform-provided creative assets (e.g., stock videos) beyond ad usage.

5.16. Dynamic Business Listings

Ads linking to Business Profiles may auto-pull data (e.g., photos, reviews, ratings). Customers:

Verify profile accuracy.
May opt out via the Client Interface.

5.17. Product Gallery Eligibility

Listings may be removed if linked sites don’t allow product purchases.

5.18. Auto-Generated Ads

Customers must review and approve all machine-generated ads (e.g., from site content) before activation.

5.19. Media Planning

Customers requesting media plans commit to a minimum spend (e.g., $10 USD).
Unapproved plans auto-activate after 10 days.
Customers ensure ad compliance post-activation.

5.20. Distance Selling Disclosures

Ads for online sales must include seller details (legal name, registration number, address) as per applicable law.

5.21. Tracking Parameters

The platform may add tracking tags to URLs. Customers ensure links remain functional.

5.22. Analytics Integration

Using third-party analytics (e.g., Adjust, AppsFlyer) requires accepting their terms.

5.23. Automated Recommendations

Customers using auto-optimization tools:

Are responsible for legal compliance.
Acknowledge potential errors.

5.24. AI-Generated Ads

Autogeneration may use AI (e.g., YandexGPT, Shedevrum) under AI terms.
Customers verify outputs for legality and originality.

5.25. Prohibited Content in Product Ads

Banned categories include:

Alcohol, tobacco, gambling, weapons.
Medical treatments, dietary supplements, fireworks.
Financial services (for variable-only Product Ads).

5.26. Creative Format

Product Ads: Must comply with general ad rules (https://yango.com/legal/ads_rules).

6. Technical Requirements

1. Link Specifications

All banner links must comply with the following:

Maximum URL length: 1,024 characters.
Encoding: URLs must use UTF-8 encoding.
Protocol: Must include http:// or https://. If omitted, http:// is auto-added. Customers are responsible for protocol accuracy.

2. Text Requirements

Banner text must:

Be written in grammatically correct Russian (or the target market’s primary language).
Be legible against the banner’s background (including prices and call-to-action buttons like "Buy" or "Book").

Prohibited in text:

Letter spacing (e.g., w o r d s), except for standard abbreviations (e.g., "USSR", "GOST").
Phone numbers, emails, postal addresses, or instant messaging IDs.
HTML code.

3. Banner Structure

Banners consist of:

Fixed section (optional):
- Legal disclaimers (per advertising laws).
- Seller information (for regulated goods/services).
- Promotional terms (e.g., "Limited-time offer").
  - Max length: 130 chars (seller info), 55 chars (promo details).
Variable section (optional):
- Product/service image.
- Product name.
- Old/new prices.
- Discount percentage.
- Link to the Customer’s website.

4. Image Requirements

Formats: JPG, PNG, GIF.
Minimum size: 100 pixels on any side.
Quality:
- No blurring, pixelation, stretching, or compression artifacts.
- Must match the advertised product/service and link destination.

Prohibited in images:

UI elements (buttons, cursors, hyperlink text).
Text, except:
- Words like "Sale", "Discount" (if mirrored in the ad and landing page).
- Brand names integral to product packaging.
People/animals, unless:
- They appear on the product’s packaging.
- Essential for demonstrating the product (e.g., shoes, makeup services).
Competitor branding or products.

5. Legal Compliance

All content must adhere to:

Advertising laws (e.g., no misleading claims).
Competition and intellectual property laws.
Platform-specific policies.

Example:

A banner for "Summer Shoes – 30% Off" must:
- Use a clear image of the shoes (no watermarks or competitor logos).
- Include a disclaimer like "Discount valid until 31.08.2025" (≤55 chars).
- Link to a page with the exact product/promo.