MediaScout Named Leading RDO by ARIR in a Comprehensive Market Review
MediaScout, the advertising data operator operated by MTS Group, has been identified as the most sought-after RDO by the Association for the Advancement of Interactive Advertising. The recognition follows an analysis conducted by ARIR based on materials published on the association’s website. The examination focused on how ad data operators interact with the broader advertising ecosystem and the reporting requirements for ad placements to the Unified Internet Advertising Register, known as ERIR. The ARIR analysis includes input from major industry players and Internet advertising representatives across agencies, advertisers, and other market participants who engage in online advertising activities. This summary reflects ARIR’s findings and the context of regulatory developments shaping reporting practices in the advertising sector. ARIR’s assessment identifies MediaScout as the leading ORD in terms of reported usage among survey respondents. The data show MediaScout capturing 48 percent of responses, with Yandex following in second place at 41 percent, and VK and OZON ORD tied for third at 28 percent each. The results indicate a diversified usage pattern among market participants, as several respondents rely on more than one ORD to manage advertising data flows. Some sites act as ad distributors and use multiple ORD services to ensure their placements are accurately reported to ERIR through affiliates associated with their ORD platforms. This multi-ORD behavior is noted as a contributing factor to total usage shares exceeding 100 percent in the survey. ARIR conducted the study ahead of the enforcement date for a new administrative responsibility regime, which begins on September 1 and imposes penalties for non-compliance with ERIR information transfer requirements. This regulatory milestone was enacted by the Russian government and President, with the law signed and published in late July. The penalties for breaches of ERIR reporting requirements vary by the violator type, including fines for individuals, officials, and organizations. In practical terms, the new regime intensifies the need for accurate, timely reporting of online advertising campaigns to the ERIR, and it is anticipated to influence how industry players select and operate their ORD services in the months ahead. The reporting framework and associated penalties are expected to shape market choices, vendor strategies, and compliance workflows for online advertising in the region. Market observers note that the ARIR study captures a snapshot of current usage patterns while also indicating potential shifts as regulatory expectations mature. The findings align with broader industry trends toward standardized reporting, greater transparency in ad placements, and closer coordination between ad distributors and data operators. In related developments, MTS analysts previously highlighted consumer technology trends, including popular smartphone models in the Russian market, reflecting the company’s broader research interests and data capabilities. The ARIR assessment thus sits at the intersection of industry practice and regulatory change, offering a reference point for advertisers and technology partners navigating the evolving landscape of online ad data and reporting obligations.