Yandex, VKontakte, Ozon, MTS, Vimpelcom and the NMG structure want to become advertising data operators who will receive information about all advertising campaigns in Roskomnadzor from autumn, RBC writes.
In September, amendments to the law “On Advertising” come into force. They provide for the creation of a unified accounting system for online advertising. Customers, agencies and sites transmit data to Roskomnadzor about all advertising campaigns in Runetincluding cost and implementation.
It will be possible to transfer information only through intermediaries – the operator of advertising data. Their number is necessary, but such an operator can be a company with an authorized capital of at least 200 million rubles. It will also be necessary to check that regulated systems and advertising distributors are ready with it, whose total annual income from the service exceeds 2.5 billion rubles.
The role of the action of advertising data is primarily claimed by Yandex and VK. Company representatives confirmed this. Yandex added that a large number “to help the partner and adherents of the law.”
MTS and Vimplecom also plan to become advertising data operators. Both companies are in the Top 30 largest suppliers in Russia. In 2021, MTS switched to advertising on the Internet for 3.4 billion rubles, and VimpelCom – 3.6 billion rubles.
Ozone a separate legal entity has already been saved, which will be transferred to Roskomnadzor. The company said that all information about the advertising campaign is found in the marketplace database, the operator will automatically access it.
Platform Amber Data, which deals with the analysis of external data on the Internet, “is working on its own operator.” 50% of companies are owned by public media groups.
Most advertising service operations are ready for rapid development. For example, tests for a period for Yandex partners will last six months. The company is already using higher rates. Vimpelcom allocates 1% of the maximum act of fulfilled employers among advertising customers and its suppliers.
Other companies are yet to be determined with pricing. [РБК]
Source: Iphones RU
