14:44, 07 January 2026

Internet Advertisers in Russia Turn Reporting Into a Business Tool

In 2025, ad labeling in Russia is increasingly used not only for compliance reporting but also for day-to-day management of advertising campaigns.

ERIR is Russia’s Unified Register of Internet Advertising, which collects data on all online ad placements nationwide. The system records who launched an ad, where it was published, the identifier assigned to each creative, and the number of impressions. Information is transmitted to the register through advertising data operators while ads are actively running.

For businesses, participation in ERIR is mandatory when working with online advertising, while for the market it provides a single, standardized framework for accountability. That is why a growing number of services are emerging around ERIR, designed to automate data transfers and consolidate all campaign information in one place.

Seeing the Full Picture

ERIR aggregates data on published ads, but businesses need to quickly understand what is currently running, where errors may have occurred, and which creatives require attention. As a result, demand is rising for interfaces that bring together creatives, contracts, and platforms into a single view and allow teams to work without manual cross-checking.

One example is the domestic service SmartErid.

“A client submits a request to connect. We provide a technical specification, and the client’s site support team integrates with the product. Integration typically takes 10 to 14 business days. We then grant access to a personal dashboard, where the client can see dashboards for contracts, creatives, and platforms, with filtering by any parameter. Clients can also track the weight of creatives within the advertising data operator, which is critically important. As a result of the integration, when a creative is published on the site, a token is assigned automatically, and from that moment statistics begin to be collected and automatically sent to the advertising data operator during the reporting period,” said Kristina Markina, founder of SmartErid.

Cross-Checking Data and Reporting

Within such services, data is collected from multiple sources, including impression statistics, information from platforms, and the change history for each creative. This data is used to generate reports on reach, placement volume, and labeling speed. As a result, advertisers can answer a simple question at any moment: what is currently running, and where there are potential risks or, conversely, potential gains.

Time Is the Key Resource

The impact is most visible for large companies. Before automation, teams often worked in silos, and registering creatives could take from one to three days. After switching to a unified interface, tokens are assigned within minutes, and all statistics are collected in a single dashboard. This speeds up campaign launches and reduces errors when handling large volumes of advertising.

“Labeling is gradually ceasing to be a purely formal obligation. It is becoming a working tool that helps manage advertising faster and with less stress. What once looked like an extra administrative burden has turned out to be useful for saving time and resources,” Kristina Markina said.

Digital economy