There is a notable rise in demand for professionals who understand online advertising tagging in Russia. Over an 11-month window from July 2023 to May 2024, vacancies mentioning terms like “ad tagging,” “online advertising tagging,” “advertising law,” and “ORD” (advertising data operator) increased by 78 percent. These findings come from a joint study by the communications agency Win2Win Communications and the Russian online recruiting platform hh.ru. The results were reviewed by socialbites.ca.
The surge in demand for experts in labeling online advertisements coincides with changes to advertising regulations that started to take effect in 2022. The new rules require labeling and reporting across major online advertising formats, integrated into a unified system known as the Unified Internet Advertising Registry (ERIR). The most significant growth in job postings occurred in October 2023, when hh.ru recorded 627 relevant vacancies—the month after penalties for non-compliance with the Advertising Labeling Law took effect.
Industry analysis shows that information technology, systems integration, and internet sectors have generated the largest share of online advertising tagging roles in the past year, exceeding a thousand positions. Following these are firms in media, marketing, advertising, public relations, design, and production with roughly 0.9 thousand openings. Retail players accounted for about 0.5 thousand postings, while the financial sector contributed around 0.4 thousand.
Experts emphasize that training staff to work with labeling systems is time-consuming and resource-intensive for organizations. Therefore, it is advantageous when new hires already possess the necessary knowledge and skills. This approach helps organizations onboard staff more quickly and efficiently, reducing ramp-up times and allowing teams to operate sooner with confidence in their data tagging capabilities.
In particular, professionals specializing in internet advertising tagging must handle a variety of tokens, contracts, multiple advertising accounts, and different advertising data operators (ADOs). Training teams on all these aspects may require multiple specialists, depending on the number of advertising offices in use. Implementation can take several weeks, which is a practical consideration for enterprises planning to expand their digital advertising footprint.
At the same time, organizing such training typically consumes only a small portion of the resources that marketers invest in online advertising tagging. The process involves collaboration across roles, from junior managers to project leaders, as well as finance and legal teams. In a typical communications agency scenario, the cost of training might represent around 15 percent of the salary budget, underscoring the efficiency of proactive, skill-based hiring.
Source materials from the cited study emphasize pragmatic strategies for businesses looking to align with the new labeling requirements and to optimize the integration of tagging practices into their operations. This alignment is not simply a compliance exercise but a pathway to more accurate measurement, better targeting, and improved accountability in digital campaigns.