Russia Launches New IT Product to Identify Advertising Traffic Types
The Russian video advertising market now has a digital solution for verifying traffic formats. The IT product from Getads, an advertising technology specialist, helps determine exactly what type of traffic contractors are using.
The program expands the range of Russian tools available to measure and verify advertising placed in digital environments.
Knows Everything About Traffic
The Russian video advertising market has seen more cases in which contractors use cheaper out-stream traffic as part of an advertising campaign. This inventory is placed outside a video player and embedded as a standalone element in an article, news feed, sidebar or fixed ad unit. Contractors may then present it as the more expensive in-stream traffic, which is embedded directly in a video player.
Notably, standard metrics such as reach, frequency and fraud rates may remain within normal ranges, yet the high share of out-stream inventory can prevent the expected improvement in brand metrics. To address the problem, advertising technology company Getads has launched its own product for identifying video advertising formats. It allows advertisers to verify whether the inventory they were promised is actually being delivered and see the share of out-stream advertising in the overall volume.
The Verification Process Is Conducted in Stages
How does it work? The verification process has three stages. First comes basic verification, in which the claimed inventory undergoes standard checks for fraud – an attempt to pass low-quality advertising traffic off as high-quality traffic – as well as viewability and reach, using an independent verifier’s pixel. This stage exposes any obvious anomalies.
The next stage is algorithmic verification. Algorithms process the traffic’s network parameters and key media metrics, analyze the types of advertising placement points available and actually used on the sites, and flag those that require further attention. At the final stage, a Getads expert joins the process and assesses each site in detail, determining what video inventory is actually available on the domain – in many cases, a site technically serves only out-stream traffic – as well as how advertising is placed on the resource and what network parameters the traffic has.
As a result, each domain is classified as either in-stream or out-stream. Once the analysis is complete, the client receives a report showing the share of out-stream traffic among the total volume of users reaching the site, broken down by contractor. The client also receives an analytical table assessing the domains. Advertisers and ad agencies can already test the digital solution in practice; launching it requires a verification pixel to be installed in the campaign.
No Way Around Oversight
The arrival of this IT product reflects a broader trend in the Russian market, as advertisers seek deeper checks on the quality of their ad purchases. Getads’ digital solution targets a specific problem: detecting cases where more expensive traffic is swapped for cheaper inventory. The program could take oversight a step further by verifying whether the advertising format actually delivered matches the format the customer paid for. Advertisers receive a report based on a multistage analysis of their traffic. The solution expands the range of Russian tools for measuring and verifying digital advertising, an important development for building an independent domestic advertising infrastructure and making ad spending more transparent.
The product is likely to find demand because, according to the Interactive Advertising Development Association, Russia’s online advertising and promotion market grew 28% in 2025 to 1.569 trillion rubles, or about $18.1 billion at the current exchange rate. Tools that help advertisers monitor and verify traffic could therefore prove highly useful.
In the future, the IT product could become an export offering, most likely for markets in the Commonwealth of Independent States and Central Asia, where Russian companies already have experience promoting digital solutions. To make that expansion possible, however, the product would need to integrate with local advertising platforms, publishers and industry standards.
