Ad labeling

Under the Russian Federal Law No. 38-FZ "On Advertising", all ads in Russia must be labeled as of September 1, 2022.

What this means for SSP partners

We handle all required labeling for ad creatives and obtain the unique ERID identifier for you. Partners only need to make technical adjustments for native and video ad formats. Under the Federal Law "On Advertising", all banner, native, and video ad creatives must display an "Ad" label alongside the advertiser's info.

Requirements for all ad types

• Mandatory "Ad" label.
• Public access to the advertiser token.
• Public access to advertiser information.

1. For banner ads, the ad code automatically displays all required information.

   Example of labeling banner ads

   

2. For native ads, a JSON response contains all advertiser information, but rendering happens on the SSP partner's side. You must comply with general Russian advertising regulations.

   Sample response with ad labeling parameters:

   • seatbid.bid.adm.native.ext.advertiserinfo: Advertiser information.
   • seatbid.bid.adm.native.ext.erid: Creative token received by the ORD (Advertising Data Operator).

   {
     "native":{
       "ext":{
         "advertiserinfo": "OOO \"VIZAGRAFIYA\", INN 9729110167, ID #93873042",
         "erid": "j1SUmSn9jojgLBfJp"
       }
     }
   }
   
   • seatbid.bid.ext.aboutAdvertiserLink: Link to advertiser information.
   • seatbid.bid.ext.recommendationsRules: Link to recommendation rules.

   {
     "bid": [{
         "ext":{
           "recommendationsRules": "https://yandex.ru/legal/recommendations/#index__direct",
           "aboutAdvertiserLink": "https://yandex.ru/ads/advertiser_info/WDyejI_zOoVX2La808q600ECBIOQbKgbKga4mLJ2UG0TfugqQCL"
         }
       }
     ]
   }
   

3. For video ads, a VAST XML response contains all advertiser information, but rendering happens on the SSP partner's side. You must comply with general Russian advertising regulations.

   Sample response with ad labeling parameters:

   • seatbid.bid.ext.advertiserinfo: Advertiser information.
   • seatbid.bid.ext.aboutAdvertiserLink: Link to advertiser information.
   • seatbid.bid.ext.recommendationsRules: Link to recommendation rules.
   • seatbid.bid.ext.erid: Creative token received by the ORD (Advertising Data Operator).

   {
     "bid": [{
         "ext":{
           "skadn":{ ...
           },
           "recommendationsRules": "https://yandex.ru/legal/recommendations/#index__direct",
           "aboutAdvertiserLink": "https://yandex.ru/ads/advertiser_info/WDyejI_zOoVX2La808q600ECBIOQbKgbKga4mLJ2UG0TfugqQCL", 
           "erid": "j1SUmBP9jwrSLLwiQ",          
           "advertiserinfo": "Private company Freedom Advertising Ltd., ID #108127499"
         }
       }
     ]
   }