Settings for Russian ad register on Yandex

Responsibilities of advertising chain participants

According to the law “On Advertising”, starting September 1, 2022, all online ads displayed in Russia must be labeled. You can label banners, Telegram ads, in-article ads, outdoor screen ads, and native integrations in Adfox. The responsibility to comply with the law rests with the participants of the advertising chain.

Key requirements:

Each advertising creative must be registered with an advertising data operator (ORD). Any of the chain participants can register a creative: an advertiser, an agency (intermediary), or a publisher.
The advertising data operator will issue a token that is a special ad ID. The publisher (owner of the resource where ads are placed) is required to add the token to the creative at each ad impression.
After the ad is shown, all advertising chain participants must submit data about the primary contract and their revenue certificates to the advertising data operator. The advertising data operator submits this data to the Unified Register of Online Ads (state register).
The participant who registered the ad creative also needs to send ad impression statistics from the advertising system. It should be done via the advertising data operator that issued the token to the participant.


Timeframes	Responsibility	Participant
Before ads are displayed	Register a creative and get a token.	Any participant
Before ads are displayed	Add the token, “Ad” label, and advertiser info to the creative.	Publisher
After the ad is served, within 30 days of the last day of the reporting month	Submit information about chain participants and revenue invoices with allocation to any advertising data operator, including your Yandex Partner account.	All participants except the one that registered the creative
	Submit information about chain participants, revenue invoices with allocation, and impression statistics (this information must be sent to the advertising data operator the token was received from).	Participant that registered the creative


Timeframes	Responsibility	Participant
Before ads are displayed	Register a creative and get a token.	Any participant
Before ads are displayed	Add the token, “Ad” label, and advertiser info to the creative.	Publisher
After the ad is served, within 30 days of the last day of the reporting month	Submit information about chain participants and revenue invoices with allocation to any advertising data operator, including your Yandex Partner account.	All participants except the one that registered the creative
	Submit information about chain participants, revenue invoices with allocation, and impression statistics (this information must be sent to the advertising data operator the token was received from).	Participant that registered the creative

To learn more about ad labeling, see the Yandex advertising portal.

Yandex tools for labeling ads

Yandex advertising data operator (ORD)

The Yandex advertising data operator stores and transfers information about ad campaigns to the state register (ERIR). You can connect to the Yandex advertising data operator in one of the following ways:

In the Adfox interface. This method is suitable for companies with standard business processes and a 1 site = 1 domain/app site structure. You can register creatives and send ad register reports directly from the Adfox interface, without registering with the Yandex advertising data operator. To learn more, see:
Directly via the Yandex advertising data operator API. This method is suitable for companies with complex business processes and lets them use all the features of the Yandex advertising data operator API. Examples of such companies:
- Multiple domains, apps, or video resources are combined within a single site in Adfox.
- There are several revenue invoices per Adfox advertising campaign.
- You place ads on Telegram as part of direct sales.

Read about the terms of use and pricing for the Yandex advertising data operator's services at ord.yandex.ru.

Adfox

Adfox still provides all the functionality for managing ad campaigns, regardless of the advertising data operator you use for submitting data to the state register.

Additionally, you can now register a creative automatically: directly in the Adfox interface while setting up your ad campaign. In that case, the creative will be registered with the Yandex advertising data operator.

The table below shows the differences between the two ad labeling scenarios in Adfox:

You registered a creative with any advertising data operator on your own and are setting up an ad campaign with this creative in Adfox.
You register a creative via Adfox while setting up an ad campaign.


	Registering creatives with an advertising data operator on your own	Automatic registration of creatives via Adfox
Advertising data operator the creative is registered with	Any (including that of Yandex if you connected to it directly via the Yandex advertising data operator API).	Yandex advertising data operator only See pricing for the Yandex advertising data operator's services at ord.yandex.ru.
Placing a token on a creative	In the Adfox interface via the banner menu. In that case, the token will be available in the banner menu when serving the banner.	The token will be added to a click link automatically when creating a banner (provided that the Submit data to state register option is enabled in the banner parameters). For non-clickable creatives in the Adfox interface, enable the banner menu in the banner parameters. In that case, the token will be available in the banner menu when serving the banner.
Ad labeling reports	Should be submitted to the advertising data operator the token was received from: If you received the token through the Yandex advertising data operator API, a report should also be submitted through this API. If the token was obtained in a third-party advertising data operator, refer to its documentation to learn about the reporting methods.	Should be submitted to the Yandex advertising data operator in the Adfox interface only.
Submitting impression statistics	To submit an ad register report, export statistics from Adfox reports on your own. You can do this using the Adfox interface or the Adfox API. Send the statistics to the advertising data operator the token was received from.	The impression statistics are automatically transferred to the Yandex advertising data operator when sending certificate data if the specified placement parameters and data on contracts and revenue invoices are correct.


	Registering creatives with an advertising data operator on your own	Automatic registration of creatives via Adfox
Advertising data operator the creative is registered with	Any (including that of Yandex if you connected to it directly via the Yandex advertising data operator API).	Yandex advertising data operator only See pricing for the Yandex advertising data operator's services at ord.yandex.ru.
Placing a token on a creative	In the Adfox interface via the banner menu. In that case, the token will be available in the banner menu when serving the banner.	The token will be added to a click link automatically when creating a banner (provided that the Submit data to state register option is enabled in the banner parameters). For non-clickable creatives in the Adfox interface, enable the banner menu in the banner parameters. In that case, the token will be available in the banner menu when serving the banner.
Ad labeling reports	Should be submitted to the advertising data operator the token was received from: If you received the token through the Yandex advertising data operator API, a report should also be submitted through this API. If the token was obtained in a third-party advertising data operator, refer to its documentation to learn about the reporting methods.	Should be submitted to the Yandex advertising data operator in the Adfox interface only.
Submitting impression statistics	To submit an ad register report, export statistics from Adfox reports on your own. You can do this using the Adfox interface or the Adfox API. Send the statistics to the advertising data operator the token was received from.	The impression statistics are automatically transferred to the Yandex advertising data operator when sending certificate data if the specified placement parameters and data on contracts and revenue invoices are correct.

In addition, all publishers can now display the required “Ad” label and indicate the advertiser when displaying a banner.

Partner account

Partner account is an independent interface that you can use to send reports to the state register. Information to be submitted in the Partner account depends on the type of report and your role in the advertising chain. To learn more, see About the Partner account.