The companies of Yandex, VK, Ozon, MTS, Beeline and AmberData (controlled by the National Media Group) plan to become advertising data operators, which are required to send information about all campaigns in Runet to Roskomnadzor starting from the fall of 2022. Previously, it was expected that advertising market players would be able to independently transfer this information (the cost of contracts, the timing of campaigns, etc.) directly or through advertising data operators. However, a new set of amendments was adopted in July, allowing the data to be transmitted through advertising data operators only.

According to the RBC sources, Yandex and VK have confirmed plans to become advertising data operators. MTS expects that the company’s subsidiary will be included in the list of applicants for this status. Ozon also confirmed the plans to create its own operator. AmberData is “working on theoperator creation”.

According to Stanislav Danilov, a partner at the Pen & Paper law firm, working through an advertising data operator allows the advertiser to avoid the risks of incomplete or inaccurate data provision. Roskomnadzor said that it “does not have the authority to set prices for the services of advertising data operators”. At the same time, there are no instructions or recommendations concerning the costs of advertising data operator services in the law and in the already adopted bylaws.

Original in Russian