Basics · also called syndicated search, search distribution
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.
Search engines do not show ads only on their own sites. Through search syndication, Google, Microsoft and Yahoo extend their ads to third-party websites, apps, browsers and tools. The engine gains extra places to show its advertisers' ads. The third party, called a syndication partner, gains a way to earn from its visitors.
From the advertiser's side, syndicated placements are bundled into the search partner network. An advertiser running a search campaign in Google Ads or Microsoft Advertising is usually opted in unless they choose otherwise, and their ad may appear on a partner site as well as on Google or Bing itself.
Syndication is the foundation that search arbitrage stands on. Without it there would be no search feed to earn from. It is also where the tension lies. The engine wants reach, the partner wants revenue, and the advertiser wants customers. When partner traffic fails to turn into customers, advertisers complain or opt out, and engines respond with tighter policies, lower payouts or by removing partners, as Microsoft did in 2024 and Google did with parked domains by 2026.
Think of it like this
It is like a newspaper group selling adverts once and printing them in its own paper plus dozens of local papers it has deals with, paying each local paper a share.
Related terms
Syndication partner
A syndication partner is a company approved by a search engine to display that engine's search ads on its own sites, apps or tools.
Search partner network
The search partner network is the collection of non-Google or non-Microsoft sites where an advertiser's search ads can appear through syndication.
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.
Advertiser opt-out (search partners / parked domains)
Advertiser opt-out is an advertiser's ability to stop its search ads appearing on partner sites, and in 2025 to 2026 on parked domains, outside the search engine itself.
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.
Sources: Google Ads Help: Search partners definition, Microsoft Learn: Ad distribution settings (Microsoft Advertising), Perion: Updates Q2 and full year 2024 guidance (10 June 2024)