How ranking and ads work

Most results are found by our AI assistant, which searches the web for products that suit the situation you describe. Nobody can pay to appear in the organic results or to move up in them.

• Fit with your situation: the main parameter. How well a product suits the person, occasion, interests, style and details you shared.
• Delivery: products must be deliverable to the country you chose.
• Budget: products should fall within the price range you set.
• Small and independent makers: we prefer small European shops and makers to large marketplaces.
• Verified product pages: we check that links lead to a real product page; unverified links rank lower or are replaced by a shop search.
• No paid influence: commercial relationships never change the order of organic results.

Shops can pay to have relevant products shown more prominently. These listings are advertising and are treated differently from organic results.

• Always labelled: every paid listing carries a “Sponsored” label.
• Why am I seeing this? The info button next to the label shows the advertiser, who paid for the ad and the main reasons it was shown.
• Relevance threshold: our AI rates each sponsored product as strictly as an organic suggestion. Only products rated 55% or higher can be shown.
• Limited number: at most 2 sponsored products per results page (3 when there are at least 10 organic results), never two next to each other.
• Position: a sponsored product is placed by comparing its relevance with the organic results. The first position is only possible with a relevance of 85% or more.
• Boost: advertisers can choose a boost level. Each level adds 12% to the ranking score of a product that is already eligible. A boost never lets an unsuitable product through.
• Payment: advertisers pay per click from a prepaid balance (€0.25–€0.60 per click for self-serve tiers) or under individually arranged partnership deals.
• Partnership deals: individually arranged partnerships can use higher boost levels (up to level 5). They pass the same relevance check and carry the same “Sponsored” label.

Sponsored products are matched to the search itself, not to you as a person.

• We use only what you entered in this search: occasion, relationship, interests, style, budget and delivery country.
• No profiling: we don’t build advertising profiles, track you across websites or use your browsing history.
• Special categories of personal data (such as health, religion or political views) are never used for advertising.
• No ads aimed at minors: we never show ads based on profiling and never target ads at children or teenagers.
• Your choice: because ads depend only on your search, you change which sponsored listings you see by changing your search. There is no profiling to opt out of.

To bill advertisers fairly, we count views and clicks of sponsored products.

• We record when a sponsored product is shown or clicked, together with the search it belongs to.
• To avoid charging twice for repeated clicks and to detect fraud, we store a keyed hash of the IP address (never the address itself) and delete it after 7 days. Repeated clicks within 30 minutes are counted once.
• We never sell personal data and never share it with advertisers. Advertisers only see aggregated numbers.
• All details are in our privacy policy.

Information on ranking and fair treatment for business users under the EU Platform-to-Business Regulation.

• Advertisers are businesses based in Europe. Every advertiser account is reviewed before its ads can run.
• Every product is checked before it is shown: a direct product page, an honest description and a fair price.
• The ranking parameters on this page apply equally to all advertisers. Paying more (boost) only changes the position of products that have already passed the relevance check.
• Equal treatment: apart from the partnership deals described above, there are no special conditions. Every advertiser gets the same ranking rules, labels and access to statistics.
• Statement of reasons: if we reject, pause or remove a listing or suspend an account, we tell you why and how you can challenge the decision.
• Complaints: you can complain free of charge about any decision; we review complaints promptly and objectively.
• Prepaid credit, refunds, invoicing and all other conditions: terms for advertisers.