Revised [2.14.

2023]: Facebook Marketplace: Marketplace Listings vs

Sponsored Item Relevance Guidelines

Table of contents
Project Goal......................................................................................................................................... 1
User Interface ..................................................................................................................................... 2
Questions ............................................................................................................................................ 3
Sensitive Content ............................................................................................................................ 3
Rating Labels .................................................................................................................................. 4
Relevant .......................................................................................................................................... 5
Somewhat Relevant ........................................................................................................................ 5
Not Relevant ................................................................................................................................... 5
Rating Process ..................................................................................................................................... 6
Decision flowchart .......................................................................................................................... 7
Definitions ........................................................................................................................................... 7
Specific Category............................................................................................................................. 7
Broad Category ............................................................................................................................... 8
Complementary Products ............................................................................................................. 11
Substitutes .................................................................................................................................... 12
Related Products and services...................................................................................................... 12
Same brand ................................................................................................................................... 12
Special Cases ..................................................................................................................................... 12
Additional Instructions ..................................................................................................................... 17
Examples ........................................................................................................................................... 25

Project Goal

This workflow aims to accurately identify relevant and irrelevant Sponsored Items (ads) against
Marketplace Listings (products), which are pages containing detailed information for a given listing.

Each sample to be rated contains a Marketplace Listing and a Sponsored Item.

The Marketplace Listing contains the title, image, description, and category of a listing. The Sponsored
Item includes the name of the advertiser, images or video, and text.

As an Ad Relevance Rater, your role is to help rate the relevance of the Sponsored Item (the ad) against
the Marketplace Listing (the product).
User Interface
Marketplace Listing: the product that is being sold by the seller

Title: name of the product added by the seller

Image: image(s) of the product uploaded by the

seller (there can be multiple images per product)

Description: description of the product added by

the seller

Category: category of the product added by the

seller (DO NOT solely rely upon the category
listed here, please use your best judgment when
assigning a Broad Category)

Sponsored Item: the advertisement that is shown on the same page as the Marketplace Listing
Advertiser name: brand name of the advertiser

Ads image/video: image/video related to the

promoted product or service

Description (may not exist): description of the

promoted product or service
Questions
The User Interface asks if the job has sensitive content. There are 3 possible answers:

No – if the job does not contain any sensitive content and it can be labeled

Yes (Product) – if the ‘product item’ contains sensitive content (see definition and the list below).

Yes (Ad) – if the sponsored item contains sensitive content (see definition and the list below).

Sensitive Content

Below are the sample scenarios on when to tag the job as sensitive:

• Violence or Calls to Violence: any weapons including weapon parts and accessories,
display/antique weapons (e.g., display/antique swords)
• Sexual Content and/or Nudity
• Child Exploitation and/or Nudity
• Human Trafficking
• Act of Terrorism
• Self-Injury
• Suicidal Content
• Hate Speech
• Bullying and Harassment
Rating Labels

You see this interface if you answer ‘yes’ to the first question.

Cannot Decide
Provide a rating of Cannot Decide if any of the following conditions are met for either the Marketplace
Listing or the Sponsored Item, and select the reason why you could not decide:

• Product is in a foreign language (non-English) that cannot be properly translated using Google
Translate, or the foreign language is embedded in the text/video/audio (options 1 or 2 above)
• Audio is in a foreign language (non-English) - (options 1 or 2)
• The product/service/content cannot be determined because:
o The text description is unclear, or not sure what the picture/video is trying to show
(options 3 or 4)
o The text description is clear, but the image shows otherwise, in other words, the image
suggests that the ad could be providing something different from what the text
suggests (options 3 or 4)
o Image/video/text is not rendering (options 5 or 6)
• The ad video is longer than 102 seconds: Right-click the video ad, check 'Show All Control", click
the kebab menu, and choose Full Screen to see the video duration

Relevant
Provide a rating of Relevant when the Marketplace Listing and the Sponsored Item are in the same
specific category (= they are functionally equivalent). See more information on specific categories.

Somewhat Relevant
Provide a rating of Somewhat Relevant when the Marketplace Listing and the Sponsored Item are not
in the same specific category, but satisfy one of the following:

• They are in the same broad category

• They are complementary products
• They are related products or services
• They are the same brand

Not Relevant
Provide a rating of Not Relevant when the marketplace Listing and the Sponsored Item are neither
Relevant, Somewhat Relevant, nor Cannot Decide.
Rating Process
The first step is to determine whether the job can be rated.

o Remember to use Google Translate to try and understand foreign content if possible.
o If you can understand the language of the ad and marketplace listing but still do not know what
either of them is providing (due to lack of knowledge), you may do a quick side search (<30
seconds).
o If you still are not able to assess the content, choose Cannot Decide
o More information on side searching in Additional Instructions below
Decision flowchart
We will be using the following flowchart to assess the relevance of the Sponsored Item against the
Marketplace Listing:

Definitions

Specific Category
Two products are considered to be in the same specific category when they are functionally
equivalent, meaning: they can be used to achieve the same functional purpose, but may have
differences in brand, appearance, color, and price. A person who is interested in purchasing one
product is likely to also consider the other product in their purchase decision.

• Examples of functionally equivalent (Relevant)

o A pair of black Nike running shoes and a pair of red Adidas running shoes both serve
the functional purpose of running. A shopper looking to buy a pair of running shoes will
reasonably consider both.
o A silver Apple MacBook Pro laptop and a black Dell XPS laptop both serve the
functional purpose of being a portal computer. A shopper looking to buy a laptop will
consider both (this example can be difficult as some shoppers may only want to buy an
Apple product because of the Apple brand).
o A red Toyota 4Runner SUV and a black Lexus GX460 SUV are both vehicles in the same
segment (SUV) and serve the functional purpose of transportation with additional room
and off-road capabilities. A shopper looking to buy an SUV will reasonably consider
both (assuming we can ignore the price difference).
o An IKEA dining table and a Create and Barrel dining table both serve the same purpose
of being a table used for dining. A shopper looking to buy a dining table will reasonably
consider both (assuming we can ignore the price difference).
 o A Men’s Hoodie (Hooded sweatshirt) and a Men’s Sweatshirt (no hood) are both
sweatshirts that are worn in casual settings that provide more warmth than just a T-
Shirt. Even though there are style differences between the two, a shopper looking to
buy a Men’s top will reasonably consider both even though they may prefer one or
another.

• Examples of not functionally equivalent but still in the same broad category (Somewhat
Relevant)
o [Broad Category: Clothing, Shoes & Accessories] A pair of black Nike running shoes
and a pair of black The North Face hiking boots do not serve the same functional
purpose because running shoes are for running while hiking boots are for hiking. A
shopper looking to buy a pair of running shoes for running will not consider buying a
pair of hiking boots instead.
o [Broad Category: Clothing, Shoes & Accessories] A Men’s Hoodie (Hooded sweatshirt)
and a Men’s Dress Shirt are not functionally equivalent because they are worn on
different occasions and provide different levels of warmth. A shopper looking to buy a
hoodie will not consider buying a dress shirt because they are worn on completely
different occasions.
o [Broad Category: Electronics] A silver Apple MacBook Pro laptop and a silver Apple
iMac desktop computer do not serve the same functional purpose because the
MacBook Pro is a portable computer meant to be carried around while the iMac is a
stationary computer meant to be placed in a fixed position in the Home or Office. A
shopper is looking to buy a laptop because the portable aspect is important, and they
will not consider a stationary desktop computer.
o [Broad Category: Vehicles] A red Toyota 4Runner SUV and a red Toyota Corolla sedan
are not functionally equivalent because one is an SUV while the other is a sedan. A
person who is interested in purchasing an SUV is likely not going to consider a sedan in
their purchase decision because it does not fit their lifestyle needs.
o [Broad Category: Furniture] An IKEA dining table and an IKEA office table are not
functionally equivalent because one is for dining while the other is for working. A
shopper looking to buy a dining table in the living room will not consider buying an
office table.

Broad Category
A broad category is a way to group items that are similar to each other at a high level. Products that are
not in the same specific category can still be in the same broad category. For example, a Sedan and a
Motorcycle are under the same broad category of Vehicles. We can also say a Sedan and an SUV are
under the same broad category of Vehicles as well.

Below is the full list of Broad Categories, each Marketplace Listing or Sponsored Item must fit under
one of these Broad Categories. If you are not able to find an appropriate Broad Category, you may
categorize it under the Miscellaneous category:

• Antiques & Collectibles

• Arts & Crafts
• Auto Parts & Accessories
o This category includes vehicle parts like mirrors, glasses, bumper, spoiler, fuel tank
door, headlights, seats, windows, windows frame, etc. It also includes engines, filters,
brakes, tires, radiators, and auto-cleaning products.
 o SUV headlights and Tractor Cleaning Products are different specific categories
under the same broad one of Auto Parts & Accessories
o Excluded: Vehicle Services (Services) and Vehicles
• Baby Products
o Clothes and Shoes for babies are included in Baby Products
• Books, Movies & Music
• Cell Phones (updated)
o This category includes all cell phones/smartphones (Android phones and iPhones) but
NOT the accessories.
▪ iPhones and Androids are in the same broad categories of Cell Phones
o Excluded 1: All Tablets (Android and Apple) and all their related pens and accessories
like tablet chargers, tempered glass, cases, Kindle, and accessories, tracking devices
(Samsung Smart Tag and Apple Air Tag), and earbuds.
▪ All these products fall into Electronics
o Excluded 2: Cellphone Accessories ((batteries, phone cases, tempered glasses, chargers
in different shapes, cables, etc.)
▪ All these products fall into Cellphone Accessories
• Cell Phone Accessories (updated)
o This category includes all cellphone accessories (chargers, batteries, cables, glasses,
cases, protectors, and so on).
o Excluded: Cell Phones and Smartphones. Smartwatches, Tablets, and Earbuds.
• Clothing, Shoes & Accessories
o This broad category includes all the clothing-related things, including shoes (any type of
shoes, any gender but NOT any age*), wedding dresses/suits, prom dresses, specific
regional dresses/suits, beach wear, swimsuits, fitness wear, scarves, hats, gloves, kids
clothing, underwear, sleepwear and so on.
o Hiking Boots and Running Shoes are different specific categories under the same broad
category of Clothing, Shoes & Accessories
o A Saree (traditional Indian women’s-wear) and a bra (women's undergarment) are different
specific categories but fall under the same broad category of Clothing, Shoes, and Accessories
o Excluded: Jewelry and Watches | Bags and Luggage | *Baby Products (which belong to
other broad categories)
• Electronics
o In this category, we have all the electronic devices like computers (laptops and
desktops), all types of TVs, smartwatches, keyboards, mouse, DVD players, earbuds,
headphones, printers, cameras, etc.
o Desktop computers and Laptop computers are different specific categories
under the same broad category of Electronics
o Tablets and Smartwatches with related accessories are in the same broad
category of Electronics
o Excluded: Game Consoles (Video Games and Consoles) and appliances (Home and
Kitchen
• Furniture
o This category only includes indoor furniture -- Office furniture, sofas, chairs, office
chairs, recliners, loveseats, cabinets, tables, office desks, beautician beds, bed and
mattresses, dressers, sideboards, TV stands, consoles, living room furniture, dining
furniture, etc.
o Office Desks and Office Chairs are different specific categories under the same
broad category of Furniture
o Office Desks and Dining Tables are different specific categories under the same
broad category of Furniture
 o Mattresses are in the broad category of Furniture
o Excluded: Outdoor furniture (Patio and Garden) | bedding, home décor, home lights
(Home and Kitchen), and home improvement products like floorings in Tools and Home
Improvements.
• Health & Beauty
• Property (Housing)
o This category includes houses for sale and rent, lots, offices for sale and rent, rooms for
rent, apartments, detached houses, home listings, garages, commercial
places/buildings, condos, etc.
o Detached Single Houses and Apartment are different specific categories under
the same broad category of Property
o Land Plots and Office Building are specific categories under the same broad
category of Property
o Excluded: Hotels and Resorts (Services
• Home & Kitchen (note: “Home” here refers to products/services related to the home, not
homes for sale/rent)
o This category includes all the things you can find in the Home & Kitchen, including
appliances. curtains, rugs, cake stands, blinds, sofa covers, bedding, kitchen wear,
wallpaper, cushions, refrigerators, ovens, stoves, microwave ovens, cutting boards, and
so on.
o Appliances and Bedding are different specific categories under the same broad
category of Home & Kitchen
o Excluded: Property, Furniture, Garden appliances such as outdoor pizza oven, BBQ |
and all Patio and Garden items that are listed in the Patio and Garden
• Jewelry & Watches
o Bracelets, rings, earrings, wedding bands, engagement rings, necklaces, body jewelry,
regional wedding sets, and watches
o Smartwatch is also a specific category in Jewelry & Watches
• Miscellaneous
o Food is a specific category in the Miscellaneous
o All the products without a broad category.
• Musical Instruments
• Office Supplies
• Patio & Garden
o Garden furniture, garden sheds, gazebos, parasols, garden furniture covers, outdoor
rugs, outdoor blinds, plants, plant pots, garden heating, garden ornaments and
accessories, lawn mowers, seeds planting tray. Could also include BBQs and
accessories, outdoor appliances, outdoor cushions, and many others.
o Garden Sofas and Outdoor Ovens are different specific categories under the
same broad category of Patio & Garden
o Plants and Lawn Mower are different specific categories under the same broad
category of Patio & Garden
o Excluded: indoor Furniture (Furniture) and Home & Kitchen items
• Pet Supplies
• Services (e.g., fitness classes, auto insurance, etc.) - Services DO NOT offer a physical product. It
is a service if you must pay someone to do something.
o Services include fitness classes, workshops, product delivery (food, furniture, etc.),
swimming lessons, piano lessons, and insurance (auto insurance, home, life, travel,
etc.). Mobile service provider. Real Estate Agent (a person who helps you find and
finalize a rent or a sale).
o Real Estate Agent/Agencies are specific categories in Services
 o Hotels and Resorts are specific categories of Services.
o Car repair service, after-sale service for vehicles (disregarding brand and
product model), and product warranties.
o Hotels and Resorts.
o Electronics and smartphone services (for example, AppleCare)
• Sporting Goods
o Hockey equipment, horse gear, golf bag, tennis racket, camping gear, non-motorized
bicycles
o Bicycles constitute a specific category in Sporting Goods
o Electric Bikes are excluded from the Sporting Goods category
o Non-Motorized vehicles are part of the Sporting Goods category
o Excluded: e-bike (Vehicles)
• Tools & Home Improvement
o Drill, screwdriver, pliers, stepladder, floor, bath remodeling product
o Excluded: Products in Home & Kitchen → like wood flooring is for Home Improvement
while wood floor cleaning product is for Home & Kitchen
• Toys & Games
• Bags & Luggage
• Vehicles
o All motorized vehicles like cars, motorbikes, scooters, campers, RVs, ATVs, UTVs,
commercial trucks, snowmobiles, flatbed trucks, dump trucks, tractors, bulldozers,
concrete mixers, trailers, airplanes, trains, boats (all types), e-bikes and e-scooters and
other motorized vehicles.
o Pickup Truck and Sedans are different specific categories under the same
broad category of Vehicles.
o Excluded: bicycles and those non-motorized like mountain bikes, off-road bikes, etc.
These types of bikes fall under Sporting Goods
• Video Games & Consoles

Remember that products that belong to the same Broad Category are considered Somewhat Relevant.

Complementary Products
Complementary Products are two products that are often purchased together. One product could be an
accessory to the main product and can be added to make it more useful, versatile, or attractive.

Examples of Complementary Products (Somewhat Relevant):

• iPhone (main product) and iPhone charger (accessory product)

• Smartphone (main product) and Smartwatch (accessory product)
• Watch (main product) and Watch band (accessory product)
• Trash can (main product) and trash can bag (accessory product)
• Leather Shoes (main product) and leather shoe cleaner (accessory product)
• Sedan (main product) and alloy wheels & tires (accessory product)
• Tennis racket (main product) and tennis balls (accessory product)

Examples that are not Complementary Products (Not Relevant):

• Android phone (main product) and iPhone charger (accessory product)

o the accessory does not work with the main product
• Wedding dress (main product) and wedding photography (related service)
o wedding photography is not a product, but a service. See below for Related Products or
Services
Substitutes
When two products are in different broad categories, but one can be replaced by the other, we
consider them as substitutes. Despite the differences and the different broad categories, Substitutes
are always Somewhat Relevant.

• Smartwatch (Electronics) and Regular Watch (Jewelry and Watches)

• Regular Bikes (Sporting Goods) and Electronic Bikes (Vehicles)

Related Products and Services

In general, the Marketplace Listing is a product, and the Sponsored Item can be a product, service, or
neither. When the Sponsored Item is a service that is related to the Marketplace Listing, we call this a
Related Product service. In this scenario, one must be a product and the other must be a service related
to the product. Examples of Related Products or Services.

• Pool (product) and swimming lessons (service)

• Piano (product) and piano lessons (service)
• Computer (product) and computer repair (service)
• Makeup (product) and makeup service (service)
• Food (product) and food delivery (service)
• House (product) and mortgage loans (service)
• Car (product) and automotive insurance (service) [e.g., Geico]
• Apartment rental (product) and moving services (service)
• Boat (product) and Boat License (service) [e.g., Are you wondering how to get your Captain’s
License? Request our comprehensive guide today! If you’re thinking of becoming a boat
captain, this guide will provide insight and information to help you easily navigate the licensing
process. Turn your dream into a reality today!]

If the Sponsored Item is a related product or service, it will be labeled Somewhat Relevant.

The brand is considered when relating a specific car brand (Vehicle) vs. brand-specific services
(Services).

• Honda Mobilio (product) and Nissan Intelligent Car Service (service) – Not Relevant
• Nissan Altima (product) and Hyundai Service (service) – Not Relevant

If the product/service is brand specific and it does not match the brand of the other product, the pair is
not considered a related product/service and it will be labeled Not Relevant

Same brand
Some Marketplace Listings and Sponsored Items have identifiable brands. If both the listing and the
sponsored item have a brand, then we can determine if they are the same brand.

Products from the same brand are considered Somewhat Relevant, regardless of their categories.

• Water bottle with the BMW logo and a BMW SUV both have the same brand of BMW
• A gift card for Nike and a pair of Nike running shoes both have the same brand of Nike
• An Apple Watch and an Apple MacBook pro both have the same brand of Apple

Special Cases
Product vs store, or product vs product?
• If the ad shows the image of a product, then it is advertising this specific product:

While Sponsored Item’s caption is promoting a store, the image

does show a specific product (a sofa), so it is the product we are
evaluating.

The image shows multiple products, but the caption advertises

the set of chairs specifically, so this is the product we are
assessing.
 The Sponsored Item shows multiple products that belong to the
Broad Category of ‘Furniture’ (table, bench, chairs, sideboard).
In this case, check if one of the products matches the
Marketplace Listing to assess relevancy.

If not, consider that the Sponsored Item is advertising for

Furniture and label it accordingly (the ad will be Somewhat
Relevant at best).

__________________________ __________________________________________________

The Sponsored Item shows a scooter in ‘Vehicles’ but the

caption clarifies that the actual product is scooter decal stickers
in ‘Auto Parts and Accessories’.
If the Listing is a scooter, the pair is Somewhat Relevant as the
ad is sponsoring the stickers, not the scooter.

• Sometimes, the sponsored item will be an ad for a store, with no image for a specific product.
In this case, assess whether the store sells similar products to the listing:

This Sponsored Item does not show a specific product, but

we can see it is a Tire (tire) store. This store specializes in
products from a Specific Category: Tires (from the Broad
Category ‘Auto Parts & Accessories)

We should evaluate the type of products this store sells

about the listing:
- if the listing is a Vehicle, tires can be used as a
complementary product, and the rating will be
Somewhat Relevant.
- if the listing is a tire, the pair is in the same specific
category, and the rating will be Relevant.
The Sponsored Item does not show any product, it’s an
appliances store, which means it sells various products from
the same Broad Category (Home & Kitchen)

The ad does not show any specific item, but just a logo
(Renault) with the message “Current Offers” and the ad’s
caption is not referring to any specific item.

The ad is promoting a store in general (a car dealer)

In a few cases, you will find a product that could arguably belong to 2 different broad categories. In this
case, evaluate both categories with the Marketplace Listing:

The listing is a football

jersey, which could belong
to ‘Sporting Goods’ or to
‘Clothing, Shoes &
Accessories.

The Sponsored item is a

clothing store.
Since Jerseys can be a
piece of clothing, we can
consider that both ads
belong to the broad
category of Clothing,
Shoes, and Accessories,
Sponsored Item and consider the
Sponsored Item Somewhat
Relevant.

Listing
Additional Instructions

Multiple Items or images:

Some listings can display multiple images (example below). If these images are about different items,
only the first item will be evaluated.

The Skip option:

Never choose the ‘Skip’ action, always choose the ‘Label’ action:
Side Searching:

• If you are unsure of what the ad is promoting, you will need to do a side search. However,
sometimes, zooming in on the ad can help determine its content:

The Sponsored Listing’s video is

small, so it is difficult to
determine its content

Simple zoom-in allows seeing that it is for a Kids’ book and

avoids having to side search.

• Sometimes, the ad is unclear, and the Advertiser’s name is cut off, follow the below steps to
conduct a side search to help view the Advertiser’s full name.

The Advertiser Name does not Triple-click the Advertiser Name to highlight the whole text. A
display fully right-click will enable you to search for the full Advertiser name
on Google
 • If the ad is unclear and the Advertiser’s name does not help, you can try performing a side
search from the image (if available).

The advertiser’s name is for

Mercedes-Benz Canada. Right/left click on the image and choose ‘search image with
Google’. A separate tab will open, and you will find more info.
 • If the Ad displays a product or indicates clearly what products are advertised, there is no need
to side search: use the Advertiser name, image, and description to decide:

The Listing is for a Subaru Wagon.

The Sponsored Item is from a car dealership, but the Ad itself is about their UTEs, as indicated by the
description and the image.

UTEs and Wagons belong to different specific categories, but belong to the same Broad Category, so
the rating is Somewhat Relevant. There is no need to consider the other Vehicles/products sold by the
company.
Same approach for this pair:

The listed product is a bed frame.

The sponsored item is showing a sideboard and a dining set which some raters may conclude that the
sponsored ad is probably under Furniture, but we must be mindful of the robot vacuum beside the
sideboard.

The text is very clear about the product advertised: the Roomba robot vacuum. For this sample, a side
search is not needed as it had enough data.

The vacuum is not complementary to the bed; the pair is Not Relevant since they are in a different
broad category (Furniture vs. Home & Kitchen).

Note: Reading the caption as supporting details about the ad being promoted should always be
performed to know what the ad is promoting. Like this example, if you won’t read the caption, you’ll
think that the ad is promoting the sideboard or the dining set which will make your decision label
incorrect

• If the ad displays a clear product but the text and the ad suggest a different thing, a side search
may clarify what the ad is sponsoring.
The listed product is a couch, and the sponsored item is showing multiple furniture items with a sofa as
a focus. However, the advertiser’s name and the text do not suggest that the actual product belongs to
the Furniture category since it is mentioning ’hospitality’.
In this case, we can use the advertiser’s name for a side search (Casa Cipriani) but if the right click does
not work or the results may be different due to the locale settings, performing a side search from the
logo should help.

In such cases, follow the steps:

• Search logo image with Google

 • First result is what the ad is

The pair is a couch and hotel. Furniture vs. Services but hotel service is not related to the furniture
piece in Marketplace Listing and the pair is Not Relevant.

o Another example:

Sponsored items is showing a car on the beach and the marketplace listing is for a car.
We need to be sure that the car in the sponsored item is the actual product being promoted. The
advertiser’s name and ad caption are about travel in Peru, so a side search is needed for confirmation

Sponsored item is a Peru travel service, and it is NOT related to the car, even though it displays a car.
This is why a side search is done for confirmation.

• Side search from the text only when the advertiser’s name may be different due to locale
settings.

The listed product is an office chair and sponsored item does not show a specific product on the ad
image and does not give helpful insights about a specific product or service.
We use the advertiser’s name and the description for quick side searching
Watson’s is a store that sells multiple products, including Furniture.
The office chair is part of the Furniture category as well as the Furniture store. The pair should be
labeled as Somewhat Relevant.

Examples

Marketplace Listing
Cannot Decide
Sponsored Item Reasons for label
There is Foreign Language
embedded in the image,
which cannot be translated.
This is a Cannot decide label.

From the information in the

ad, it is not clear what the ad
is promoting. A brief side
search does not provide
further clarity about the
promoted item. As such,
relevance cannot be decided.
This is suitable for Cannot
Decide.
 The product is not rendering
correctly. Cannot Decide is a
good fit.

Relevant
Marketplace Listing Sponsored Item Reasons for label
Same Specific category? Yes

The Marketplace listing and

the Sponsored Item are
Functionally Equivalent
because they are both
photography art that can be
hung on a wall for house
decoration purposes.
Specific category: Photography
art
Broad Category: Arts & Crafts
Specific category: Photography
art
Broad Category: Arts & Crafts
Same Specific category? Yes

The Marketplace listing and

the Sponsored Item are
Functionally Equivalent
because they are both pick-up
trucks

Specific category: Pick-up Truck

Broad Category: Vehicles

Specific category: Pick-up

Truck
Broad Category: Vehicles

Same Specific category? Yes

The Marketplace listing and

the Sponsored Item are
Functionally Equivalent
because they are both
apartment rentals

Specific category: Apartment

Rental
Broad Category: Property Specific category: Apartment
(housing) Rental
Broad Category: Property
(housing)

Same Specific category? Yes

The Marketplace listing and

the Sponsored Item are
Functionally Equivalent
because they are both
smartphones.

Specific category:
Smartphone/Cell Phone
Broad Category: Cell Phones &
Accessories
Specific category:
Smartphone/Cell Phone
Broad Category: Cell Phones &
Accessories

Same Specific category? Yes

The Marketplace listing and

the Sponsored Item are
Functionally Equivalent
because they are both
women’s hoodies.

Specific category: Women’s

hoodie
Broad Category: Clothing, Shoes
& Accessories

Specific category: Women’s

hoodie
Broad Category: Clothing,
Shoes & Accessories

Marketplace Listing
Specific category: Recliners
Broad Category: Furniture
Specific category: Men’s polo shirts
Broad Category: Clothing, Shoes &
Accessories
Specific category: Off-Road Vehicle
Broad Category: Vehicles
Somewhat Relevant
Sponsored Item
Specific category: Dining Set
Broad Category: Furniture
Specific category: T-shirt
Broad Category: Clothing,
Shoes & Accessories
Specific category: Car
cleaning product
Broad Category: Auto Parts
& Accessories
Reasons for label
Same Specific category? No
Same Broad category? Yes
The Marketplace listing and
the Sponsored Item belong
to the same broad category,
they are automatically
Somewhat Relevant.
Same Specific category? No
Same Broad category? Yes
The Marketplace listing and
the Sponsored Item are not
functionally equivalent,
because the polo shirt is for
more formal occasions and
the T-shirt is for casual
occasions.
Since the pair still belongs to
the same Broad Category,
Somewhat Relevant applies.
Same Specific category? No
Same Broad category? No
Complementary item? Yes
The Marketplace listing and
the Sponsored Item belong
to different broad
categories.
However, the car cleaning
product can be used to clean
the Off-road vehicle, so the
item is a complement to the
product.
Same Specific category? No
Same Broad category? No
Complementary item? No

Specific category: SUV
Broad Category: Vehicles
Specific category: Wheels
Broad Category: Auto Parts &
Accessories
Specific Category: Pickup
Broad Category: Vehicles
Related Service? Yes
The Marketplace listing and
the Sponsored Item belong
to different broad
categories.
The Insurance can be used
to provide financial
insurance to the SUV,
making it financially safer to
own and drive the SUV, so
the service is directly related
Specific category: Auto to the product.
Insurance
Broad Category: Services
(Insurance)
Same Specific category? No
Same Broad category? No
Complementary item? No
Related Service? Yes
The Marketplace listing and
the Sponsored Item belong
to different broad
categories.
The wheel financing service
is directly related to the
Specific category: Wheel & product (the wheels), so it
Tire financing can be considered
Broad Category: Services Somewhat Relevant.
(Financing)
Same Specific category? No
Same Broad category? No
Complementary item? No
Related Service? Yes
The Marketplace listing and
the Sponsored Item belong
to different broad
categories.
Specific Category: The automotive service is
Automotive Classified directly related to the
advertising product, and it can be
Broad Category: Services considered Somewhat
Relevant.

Specific Category: Sedan
Broad Category: Vehicles
Specific Category: Desk
Broad Category: Furniture
Specific category: Smartwatch
Specific Category: Auto
Repair
Broad Category: Services
Specific Category: Multiple
Broad Category: Furniture
Same Specific category? No
Same Broad category? No
Complementary item? No
Related Service? Yes
The Marketplace listing and
the Sponsored Item belong
to different broad
categories.
The auto repair service is
directly related to the
product (the sedan), as
someone owning this type of
vehicle could want to use
this service, so it can be
considered Somewhat
Relevant
Same Specific category? No
Same Broad category? Yes
The Marketplace listing
shows a desk, while the
Sponsored Item shows
multiple living room
furniture products from a
store.
None of the Sponsored
Items’ products belong to
the same Specific Category
as the Listing, but they still
belong to the same Broad
Category, so the Sponsored
Item is Somewhat Relevant.
Same Specific category? No
Same Broad category? Yes
The Marketplace Listing is an
Apple Watch Series 7, while
the sponsored item is a
regular watch.
Smartwatches belong to
both Electronics and Jewelry
& Watch categories.
Smartwatches and regular
watches are also reasonable
substitutes as they have the
same basic features.
Broad category:
Electronics/Jewelry & Watches
Marketplace Listing
Specific category: Motorcycle
Broad Category: Vehicles
Specific category: Plant
Broad Category: Patio & Garden
Specific category: Watch This pair is labeled
Broad category: Jewelry & Somewhat Relevant.
Watches
Not Relevant
Sponsored Item Reasons for label
Same Specific category?
No
Same Broad category? No
Complementary item? No
Related Service? No
Same Brand? No
The Marketplace listing
and the Sponsored Item
belong to different broad
categories, and they are
Specific category: House not directly related
Renovation & Construction (house renovation has no
Broad Category: Services direct link to
motorcycles).
Same Specific category?
No
Same Broad category? No
Complementary item? No
Related Service? No
Same Brand? No
The Marketplace listing
and the Sponsored Item
belong to different broad
categories, and they are
unrelated
Specific category: Heavy
Equipment
Broad Category: Services
(auction)
Same Specific category?
No
Same Broad category? No
Complementary item? No
Related Service? No
Same Brand? No
The Marketplace listing
and the Sponsored Item

Specific category: Car speaker
Broad Category: Auto Parts &
Accessories
Specific category: Computer
Monitor
Broad Category: Electronics
Specific category: Ring
Specific category: Running
Broad Category: Jewelry &
Shoes
Watches
Broad Category: Clothing,
Shoes & Accessories
Specific category: Children’s Toys
Broad Category: Toys & Games
Specific category: Fitness
Classes
Broad Category: Services
(Fitness Classes)
belong to different broad
categories.
The speaker cannot be
used with the monitor,
since it is a speaker for
cars, so they are not
complementary; they are
not the same brand
either.
Same Specific category?
No
Same Broad category? No
Complementary item? No
Related Service? No
Same Brand? No
The Marketplace listing
and the Sponsored Item
belong to different broad
categories.
They are not
complementary, and they
are not the same brand.
Same Specific category?
No
Same Broad category? No
Complementary item? No
Related Service? No
Same Brand? No
The Marketplace listing
and the Sponsored Item
belong to different broad
categories, they are not
related to each other, so
the pair is Not Relevant.

Specific category: Bumper
Broad Category: Auto Parts &
Accessories
Specific category: Van
Broad Category: Vehicles
Specific Category: Hatchback
Broad Category: Vehicles
Specific category: Car check
Broad Category: Services
Same Specific category?
No
Same Broad category? No
Complementary item? No
Related Service? No
Same Brand? No
The Marketplace Listing is
a bumper for Dodge
RAM, while the
sponsored item is
showing a 2023 Chevy
Bolt EV.
The bumper is brand-
specific for Dodge RAM
and cannot be placed on
Chevrolet Bolt. It cannot
be considered a
complementary product;
they are not the same
brand either.
Same Specific Category:
No
Same Broad category? No
Complementary Item? No
Related Service? No
Same Brand? No
Marketplace Listing is a
Volkswagen Van while
the sponsored item is a
summer trip package
service for Kia cars.
The service is brand
specific and does not
work for vehicles of other
brands. It is not
considered a related
service and therefore is
labeled as not relevant.