In Russia, there is an increase in demand for specialists with knowledge in the field of online advertising tagging: in the last 11 months – from July 2023 to May 2024 – the number of vacancies containing the words “ad tagging”, “online advertising tagging” mentioned in the title or description , “advertising law”, “ORD” (note – advertising data operator) increased by 78%. Such data was obtained as a result of a study conducted jointly by the communications agency Win2Win Communications and the Russian online recruitment platform hh.ru. socialbites.ca got acquainted with the results of the study.
The growing demand for experts knowledgeable in the field of labeling of online advertising is associated with changes to the “Advertising Law”, which will come into force in 2022 and require labeling and reporting on the main formats of online advertising. Unified Internet Advertising Registry (ERIR). It is noteworthy that the largest increase in this demand during the study period occurred in October 2023, when 627 relevant vacancies were published on the hh.ru website – this happened the month after fines for non-compliance with the requirements of the Law “On Advertising on Labeling” regulation came into force.
By industry, the largest number of vacancies related to online advertising tagging in the last 11 months were created by companies in the field of information technology, systems integration and Internet (more than 1 thousand vacancies). These are followed by companies working in the field of media, marketing, advertising, public relations, design and production (0.9 thousand), players in the retail trade market (0.5 thousand) and the financial sector (0.4 thousand).
“Since training employees to work with signs takes a lot of time and resources from companies, it is important that experts already have the appropriate knowledge and skills when they join the staff, so they need to be instilled in them from their student days,” commented Ekaterina Pickersgil, CEO of Win2Win Communications.
According to him, in particular, Internet advertising tagging experts must be able to work with different types of tokens and contracts, various advertising accounts and advertising data operators (ADOs) – to train employees on all this, the company may need two to four people, depending on the number of advertising offices it uses It takes weeks.
At the same time, organizing such training takes only a small fraction of the resources that market players have to spend on working on online advertising tagging: as Pickersgil notes, this process involves the efforts of various specialists, from junior managers to the project itself. from leaders to accountants and lawyers – and if we evaluate the costs using the example of a communications agency, its financing can cover 15% of the salary fund.
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