Advertising data operator MediaScout (MTS Group) has been recognized as the most sought-after RDO by the Association for the Advancement of Interactive Advertising (ARIR), based on materials published on the Association’s website.
The Association, which includes leading advertising agencies and representatives of the Internet industry, analyzed the advertising market’s interaction with ad data operators (ADOs) and evaluated the requirements for submission of reports on ad placement to the ERIR (Unified Internet Advertising Register). Roskomnadzor
The survey included advertising distributors and sites providing advertising services on the Internet, advertising and communication agencies, as well as advertisers and other market players related to advertising on the Internet.
According to published data, MediaScout is considered the most popular ORD used by 48% of survey respondents. Second place belongs to Yandex (“Yandex Advertising Data Operator”) with 41% of respondents, third place is shared by VK (“VK Advertising Technologies”) and Ozon (“OZON ORD”) – 28% each Services using ORD.
The study also notes that some respondents use the services of several ORDs at the same time (hence the total shares exceed 100%). This is because some sites that are also ad distributors insist on using information from these placements to pass information about these placements to ERIR through their ORD site affiliates.
The work was carried out on the eve of the entry into force of the law on administrative responsibility on September 1 for non-compliance with the requirements for the transfer of information on advertising campaigns on the Internet to the ERIR.
Recall that the law was signed by Russian President Vladimir Putin on July 24 and published on July 26. For violations of the requirements for transferring information to the ERIR, a fine is set from 30 to 100 thousand rubles for citizens, from 100 to 200 thousand rubles for officials, from 200 to 500 thousand rubles for companies.
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