How the real estate segment is adapting to the new advertising labeling lawHead of Digital of the Samolet groupIrina GradovaCallday.Estate 2022Callday.Estate 2022Head of Real Estate at ArrowMediaDmitry Podshivalovreading time - 5 minutesOctober 2022
There is no segment that has not been affected by the tsunami of changes. We are Dmitry Podshivalov, Head of Real Estate at ArrowMedia, and Irina Gradova, Head of Digital at Samolet Group, who spoke about changes in the market of developers and builders in connection with the new law on advertising labeling and personal experience of implementation at the big Callday.Estate 2022 meeting.
If anyone was anticipating a "secret ingredient", there is none. At the moment, we are far from fully understanding the work, no one can share exact data, so only the path of tests, trials and errors georgia mobile database works in this matter. The main reference point is the regulator, candidates of the ORD and sites.
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What is the essence of the September innovation?
It is that the entire volume of advertising on the Internet now needs to be labeled. This is done so that ERIR (Unified Register of Internet Advertising) is aware of what we are launching and what budgets we are allocating. Officially, the labeling process looks like this:
Advertisements must contain appropriate labeling and provide information about the advertiser;
then all creatives must be registered in the ORD;
Within 30 days after the end of the reporting period, information on acts for all contracts in the advertising chain is transferred to the ORD.
What are the functions of the advertising data operator (ADO)?
The developer and agencies work together to ensure that ORD receives all data on creatives and budgets. And the operator, in turn, transfers the data to ERIR. The difficulty lies in the number of participants involved and the lack of clarity of actions. At the moment, there are 7 candidates for the operator position: Yandex, VKontakte, Mediascout (MTS), ORD-A (AmberData), ORD-Development Laboratory (Sber), Perviy ORD (VimpelCom), Ozon-ORD.