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Academician of the Russian Academy of Advertising

Posted: Mon Jan 27, 2025 10:46 am
by tanjimajuha20
Anton Aivazov, head of products at Perviy ORD LLC, notes that the cost is on average 1% of advertising campaigns registered through Perviy ORD, and may depend on the cost of resources for support. "For example, advertising systems communicate with us via API, they rarely need customer service. Agencies have higher expertise and after training they also have less need for customer service," Anton Aivazov said.

The VK press service noted: "It sweden cell phone number listis important for us that advertisers and partners can continue to launch and display ads, complying with the new requirements of the law without additional labor costs. We have simplified the processes of labeling and transferring data to ERIR and automated their main stages on VK advertising platforms. You can also register creatives and transfer data to ERIR in a separate interface of ORD VK - to do this, you just need to accept the offer in your account. Until the end of the transition period, we plan to provide ORD VK services free of charge. Further pricing is still being worked out."

Vyacheslav Chernyakhovsky believes that when transferring information about online advertising to ERIR not directly from advertisers and distributors of advertising, but through ORD, there may be costs and rough edges, as in any new process. "Time and accumulated operational experience are needed to regulate interactions taking into account the interests of all participants in this process. The first such experience will help to develop and adopt as a basis the regulations for such operations taking into account the clarity of ERIR functioning and the degree of volatility of the online advertising market. Professional flexibility and the ability to adapt to the conditions of permanent force majeure will not hurt," he says.

Leonid Delitsyn, an analyst at FG Finam, notes that the maximum potential of the advertising data operators market can be estimated at 3 billion rubles. "It is most logical for the services for collecting and providing Roskomnadzor with data on advertising campaigns to be provided by advertising networks of the largest Internet companies, telecom operators and marketplaces - that is, those who already take advertising into account. The companies that were going to become such operators and announced their expected tariffs, indicated that the cost of services would be no more than 1% of the advertising volume. And the volume of advertising on the Russian Internet last year, according to the Association of Communications Agencies of Russia (ACAR), was 313 billion rubles. It is possible, of course, that advertising network operators and others will provide the service for free, in order to provide an additional service to their clients. After all, they already take advertising into account, all their additional costs will be reduced to transferring information to Roskomnadzor," the analyst believes.