The concept of an advertising data operator

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The legislator has amended the Federal Law "On Advertising" to protect consumers from unscrupulous advertisers. In accordance with the new version of the law, all agencies working with online advertising will be entered into a special register from September 2022 and thus strictly controlled. As part of this innovation, advertising data operators (ADO) have been created.

Advertising data operator

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The new Federal Law provides for marketing list of rv owners mandatory labeling of online advertising aimed at domestic audiences. In connection with this requirement, all creatives must have a unique identifier marked "advertisement":

advertising blocks and banners on Internet resources;

social media messages;

video and audio materials, regardless of their duration (including short video reels on social networks, videos on YouTube, “circles” in Telegram).

The above rules apply to any advertisers, operators and distributors of advertising, bloggers and authors of pages and communities on social networks.

Such requirements apply to Russian and foreign companies engaged in advertising placement, regardless of their legal status (enterprises, individual entrepreneurs (IE) and individuals).

The law classifies as operators of advertising data organizations that carry out activities to collect data on materials posted on the global network marked “advertisement” with the subsequent transfer of such information to the Unified Register of Internet Advertising.

This type of activity can be carried out with the permission of Roskomnadzor. To obtain the status of "advertising data operator", it is necessary to have the appropriate software (SW) and purchase the equipment necessary for fast and uninterrupted work with customers.

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All business entities that want to advertise on the Internet can choose an advertising data operator from the list approved by Roskomnadzor. It is possible to cooperate with several ORDs at the same time.

Currently, the Registry contains a number of companies that own ready-made software:

"Yandex Advertising Data Operator".

"Ozone ORD".

"HORDE".

"MediaScout".

"Development Laboratory".

"First ORD".

"VK Advertising Technologies" (VKontakte advertising data operator).

The list provided is not final. New companies may join the Register of Advertising Data Operators. Before choosing an ORD for cooperation, you should study the current list of organizations on the official portal of Roskomnadzor.