Brand Bidding Policy
Program rules on affiliates bidding operator brand terms in paid search — usually prohibition, occasionally licensed exception.
Brand bidding policy governs whether affiliates may buy ads on “YourCasino” and misspellings. The default is prohibition: brand bidders intercept navigational traffic the operator would get free, taxing the brand’s own demand at CPA rates.
Enforcement is a monitoring problem
Violators geo-target away from the operator’s office IPs and run ads at 3am — manual spot checks catch amateurs only. Programs serious about it use SERP-monitoring services across GEOs and dayparts, act on evidence (screenshots, timestamps), and specify consequences in terms: forfeited commissions on intercepted traffic first, termination on repeat. A few programs license brand bidding deliberately to crowd out competitors from their SERP; that’s a strategy choice, not an accident to tolerate.
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