Basics · also called feed, ad feed, search ad feed
Search feed
A search feed is a supply of search ads from Google, Microsoft or Yahoo that a third-party website is allowed to show and earn money from.
A search feed is the "sell side" of search arbitrage. Search engines hold millions of advertisers who bid on keywords. Through search syndication they let approved partners show those same ads on other websites. The stream of ads the partner receives for each query is called the feed.
Technically, the partner's page makes an ad request containing a keyword and some identifying details. The engine returns matching sponsored listings, and when a visitor clicks one, the advertiser is charged and the partner receives a revenue share.
There are three main sources: the Google feed (delivered through AdSense for Search and its Related Search on Content feature), the bing feed from Microsoft Advertising, and the yahoo feed. A feed can be held directly with the engine (direct feed) or rented through a feed provider who holds the contract.
A feed is a privilege, not a right. It comes with strict policies on where traffic may come from and how pages must look, and it can be capped or withdrawn at short notice.
Think of it like this
A feed is like a franchise licence to sell a big brand's goods from your own stall. You get the stock and a cut of each sale, but the brand sets the rules and can take the licence back.
Related terms
Search syndication
Search syndication is when a search engine lets other websites and apps show its search results and search ads, and shares the ad revenue with them.
Feed provider
A feed provider is a company that holds a search ad contract with Google, Microsoft or Yahoo and lets smaller publishers use it in return for a share of revenue.
Google feed
A Google feed is access to Google's search ads on your own pages, delivered through AdSense for Search and its related search features.
Bing feed (Microsoft Advertising syndication)
A Bing feed is access to Microsoft Advertising's search ads on third-party pages, supplied through Microsoft's syndication partner programme.
Yahoo feed
A Yahoo feed is access to search results and search ads supplied by Yahoo to partner sites, apps and browser tools in return for a revenue share.
Revenue share (rev share)
Revenue share is the percentage of advertiser spending that a search engine or feed provider passes on to the publisher whose page produced the click.
Sources: Google AdSense Help: AdSense for Search, Microsoft Learn: Ad distribution settings (Microsoft Advertising)