Ad directory

Global Yahoo Advertising Policies

Native Formats

Native advertising must be prominently and clearly labeled so that it is easily distinguished from editorial content. A reasonable consumer should be able to distinguish between what is a paid native advertising unit vs. what is publisher editorial content.

Native advertising has been defined as content that bears a similarity to the news, feature articles, product reviews, entertainment and other material that surrounds it online. At Yahoo, premium native advertising forms include custom articles, videos, listicles, quizzes, infographics, and photo galleries that are created specifically for an advertiser or under a sponsorship agreement with an advertiser. Many other forms of advertising are also considered “native,” including in-feed ad units; paid search ads; promoted listings; and recommendation widgets.

Native advertising must comply with the FTC guidance, Native Advertising: A Guide for Business. Note our sites’ editorial policies may require native advertising labeling that goes beyond the FTC guidance.

All native advertising must be approved by the Yahoo Ad Policy team.