Roskomnadzor attended to restore order in a single growing advertising segment
The state authorities intend to take for the regulation only remaining dynamic advertising segments in the Russian market – Context Advertising. As representatives of Roskomnadzor, targeting technology, used in the issuance of the advertising messages that violate the integrity of personal information and are overly intrusive.
On his considerations reported yesterday at the International Conference “Protection of personal data,” the head of department Alexander Zharov. According to “Rossiyskaya Gazeta” referring to the official, currently Roskomnadzor has begun to develop outreach strategies for Internet users in the field of personal data, which will be submitted for public discussion in March 2016.
One aspect that concerned departments under the development strategy is – “obsession personalized (targeted) advertising,” or contextual advertising in the language of the communication market. “A man going on a given site starts getting obsession information relating, according to the program, to the zone of interests”, – said Alexander Zharov.
According to the official, it is a restless and obsessive service and this issue should be regulated.
А.Жаров. Photo: RIA Novosti
Recall that contextual advertising is currently the only driver of development of the advertising market in Russia. According to RACA, in January-September 2015 the Russian advertising market has lost over the same period last year 14%, traditional media showed a drop of 19-46% depending on the segment.
The only growing segment traditionally the current crisis was the cycle of Internet advertising (12%). However, actually showed growth is contextual advertising (17%), while media advertising over the same period has reduced its volume by 6%. Contextual advertising takes to date about 80% of the total Internet segment – the second largest segment of the Russian advertising market.
The total market for contextual advertising in Russia for the first three quarters of 2015 amounted to 53-54 billion rubles , estimated by experts RACA. The dominant position in the market is the Russian Internet company Yandex, which proceeds from contextual advertising only in III quarter amounted to about 14 billion. Rubles.
Фото Depositphotos
In a statement, the head of Roskomnadzor says that targeted advertising messages on the Internet is used by many multinational companies to promote their products. However, it is well known that the main generator of revenue in this segment is the small and medium business for which contextual advertising using different types of targeting (such as geo-targeting) is often the only available tool for your promotion.
It is with this factor experts attribute the continuing growth of the segment – it is less dependent on large advertisers, who since the beginning of the crisis significantly reduced budgets for media advertising, which affected the performance of media ad formats (both traditional and banner online advertising budget cuts that peak overtook the print media).
In addition to the “obsession” Roskomnadzor noted the inadmissibility of the use big-data tool for targeting advertisements.
“Analytical processing of large amounts of data, the de jure non-personal, allowing de facto separate one user from another, allows you to create a portrait of the users to personalize information from all around him. pushes for processing this information ubiquitous contextual advertising, which raises the question of the need to regulate the show targeted advertisements to the user “, – quotes” RG “head of the Office of the President on the application of information technology and the development of e-democracy Andrei Lipov.
It is worth recalling that this is not the first blow, which is applied to officials in the segment of online advertising in recent years. The recent story of the deputy head of the Ministry of Communications Alexei Volin, who announced the creation of a “shameful” the list of advertisers, supporting sites with illegal content, has raised questions about the fate of the RTB-platforms (exchanges of automatic purchase advertising on the web).
“regulation” of the market PPC advertising can not only deprive the small and medium businesses an effective tool for the promotion, but also cause irreparable harm to the entire advertising industry, and the largest Internet companies. In this area Sostav.ru encourages industry organizations to formulate a position and communicate it to the competent authorities.
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