Home » Community » Proposal » Specifications » OpenSearch » Extensions » Advertisement » 1.0 » Draft 1

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[edit] Notice

This is a draft document for public review.

[edit] Introduction

The OpenSearch Advertisement Extension allows search engines to include advertisements with search results.

Example of a search result that includes an advertisement: 

 <feed xmlns="http://www.w3.org/2005/Atom" 
       xmlns:opensearch="http://a9.com/-/spec/opensearch/1.1/"
       xmlns:advertisement="http://a9.com/-/opensearch/extensions/advertisement/1.0/">
   <!-- ... -->
   <entry>
     <!-- ... -->
   </entry>
   <ad:advertisement>
     <ad:callOut atom:type="TEXT">[Ad]</ad:callOut>
     <ad:title atom:type="TEXT">20% Off Coffee</ad:title>
     <ad:subTitle atom:type="TEXT">Walk in and show us this ad on your phone</ad:subTitle>
     <ad:displayUrl atom:type="TEXT">example.com/coffee</ad:displayUrl>
     <ad:image ad:id="cprp20" ad:width="170" ad:height="30">
       <ad:link href="http://example.com/ads/20_off_coffee.jpg" />
       <ad:altText atom:type="TEXT">Click for Cafes Near You</ad:altText>
     </ad:image>
     <atom:link href="http://example.com/coffee/" />
     <ad:id>1234567890</ad:id>
   </ad:advertisement>  
 </feed>

[edit] Namespace

The XML namespace of the OpenSearch Advertisement Extension is:

http://a9.com/-/opensearch/extensions/advertisement/1.0/

This namespace and a corresponding namespace prefix must be included when the extension is used in an OpenSearch response.

[edit] Elements

The OpenSearch Advertisement extension introduces the following element and sub-elements.

[edit] The "advertisement" element

The advertisement element is used to specify an advertisement related to the search results. See further in this document for the specifications of sub-elements.

Requirements: This element may appear zero or more times.

Examples of advertisement elements: 

 <ad:advertisement>
   <ad:callOut atom:type="TEXT">[Ad]</ad:callOut>
   <ad:title atom:type="TEXT">20% Off Coffee</ad:title>
   <ad:subTitle atom:type="TEXT">Walk in and show us this ad on your phone</ad:subTitle>
   <ad:displayUrl atom:type="TEXT">example.com/coffee</ad:displayUrl>
   <ad:image ad:id="cprp20" ad:width="170" ad:height="30">
     <ad:link href="http://example.com/ads/20_off_coffee.jpg" />
     <ad:altText atom:type="TEXT">Click for Cafes Near You</ad:altText>
   </ad:image>
   <atom:link href="http://example.com/coffee/" />
   <ad:id>1234567890</ad:id>
 </ad:advertisement>  

 <ad:advertisement>
   <ad:callOut atom:type="TEXT">[Ad]</ad:callOut>
   <ad:title atom:type="TEXT">Paris and Nicole: Double Trouble?</ad:title>
   <ad:subTitle atom:type="TEXT">Read this and more at example.com</ad:subTitle>
   <ad:displayUrl atom:type="TEXT">example.com</ad:displayUrl>
   <ad:image ad:id="pn200" ad:width="200" ad:height="40">
     <ad:link href="http://example.com/ads/paris_nicole.jpg" />
     <ad:altText atom:type="TEXT">Click for Celebrity Gossip</ad:altText>
   </ad:image>
   <atom:link href="http://example.com/celebs/" />
   <ad:id>1234567891</ad:id>
 </ad:advertisement>

[edit] The "callOut" sub-element

The callOut sub-element is an atom:text construct used to specify a textual marker that identifies this content as an advertisement.

Requirements: This element may appear zero or one time.

Examples of callOut elements: 

 <ad:callOut atom:type="TEXT">[Ad]</ad:callOut>

 <ad:callOut atom:type="TEXT">Sponsored Result</ad:callOut>

[edit] The "title" sub-element

The title sub-element is an atom:text construct used to specify the title of the advertisement.

Requirements: This element may appear zero or one time.

Examples of title elements: 

 <ad:title atom:type="TEXT">Paris and Nicole: Double Trouble?</ad:title>

 <ad:title atom:type="TEXT">20% Off Coffee</ad:title>

[edit] The "subTitle" sub-element

The subTitle sub-element is an atom:text construct used to specify the subtitle text of the advertisement. The subtitle text is positioned underneath the advertisement title.

Requirements: This element may appear zero or one time.

Examples of subTitle elements: 

 <ad:subTitle atom:type="TEXT">Read this and more at example.com</ad:subTitle>

 <ad:subTitle atom:type="TEXT">Walk in and show us this ad on your phone</ad:subTitle>

[edit] The "displayUrl" sub-element

The displayUrl sub-element is an atom:text construct used to specify the advertisement domain name or URL. This value need not be a valid URL. Most online advertisements display only a domain name as the displayUrl. The displayUrl text is positioned underneath the advertisement subtitle.

Requirements: This element may appear zero or one time.

Examples of displayUrl elements: 

 <ad:displayUrl atom:type="TEXT">example.com</ad:displayUrl>

 <ad:displayUrl atom:type="TEXT">example.com/coffee</ad:displayUrl>

[edit] The "image" sub-element

The image sub-element is used to specify an image displayed in the advertisement.

Requirements: This element may appear zero or one time.


Attribute Name Attribute Value
id A unique ID for the image advertisement.
width The integer width of the image.
height The integer height of the image.


Sub-element Name Sub-element Value
link An Atom Link element used to specify the link to an image to display in the advertisement.
altText An atom:text construct used to specify the alternate text for the image displayed in the advertisement.

Examples of image elements: 

 <ad:image ad:id="pn200" ad:width="200" ad:height="200">
   <ad:link href="http://example.com/banners/paris_nicole_200px.jpg" />
   <ad:altText atom:type="TEXT">Click for Celebrity Gossip</ad:altText>
 </ad:image>

[edit] Authors

Gail Rahn Frederick, Damon Lanphear and Michael "Luni" Libes <opensearch@medio.com> (Medio Systems)

[edit] License

This document is made available by Medio Systems subject to the terms of the Creative Commons Attribution-ShareAlike 3.0 License.