How to file a report in ORD VK instead of the owner of an online site when tagging an advertisement
Let's consider detailed step-by-step instructions on how the Customer (Advertiser or Agency) can label advertising with reporting in ORD VK (ord.vk.com) instead of Contractor (blogger, group admin or site owner), including receiving tokens (erid), filling out statistics and acts, making allocations under the original contract, as well as allocations by creatives and platforms to comply with the law on advertising labeling (Article 18.1 of the Law on Advertising 38-FZ)
Theoretical part
System material for each participant in the advertising chain when executing Article 18.1 of the advertising law 38-FZ (law on advertising labeling)
Practical part
Let us assume that the Customer will be responsible for the connection (agreement) between the Customer and the Contractor regarding the preparation of reports in the ORD as part of any advertising chain, as agreed by the parties, including the Customer will receive tokens in his ORD after uploading the creatives.
The above implies that the Customer will carry out all the work necessary to comply with the law on advertising labeling in his ORD for the connection (agreement) between the Customer and the Contractor, and the Contractor will not need to carry out any work in his ORD.
First scenario: Advertiser (AD) – Advertising Distributor (RR)
Let's pretend that We we will be the Customer (Advertiser) in this advertising chain and us you will have to complete all the necessary reporting for yourself and for the Advertising Distributor (Blogger) in order to comply with the law on advertising labeling.
The parties RD (we) – RR entered into an agreement, formalized in the contract, that the obligation to report in its ORD for the bundle (agreement) between RD – RR will be assumed by RD under its expense agreement, including RD will receive tokens in its ORD, and whoever receives the tokens reports on them with allocations (details) for creatives and platforms.
The following is important: whoever receives tokens reports on them with allocations (details) for creatives and sites in their ORD. At the same time, it is prohibited by Roskomnadzor (ERIR) to transfer the right (obligation) to allocate creatives and sites to another person in another ORD.
Let’s assume that between RD and RR there is an agreement 350 dated December 10 for the amount of 50,000 rubles, where the placement of advertising materials in February 2024 accounts for 40,000 rubles, and additional work under the contract (creative production) amounts to 20,000 rubles.
The advertiser will pay for RIM placement services on March 5, 2024. RR will issue for RD accounting act 350-Act-1 dated March 18, 2024 for the total amount of work under the contract in the amount of 50,000 rubles
First stage:
The advertiser (we) will register on the website ord.vk.com using his VK ID and gain access to the ORD platform
By the way, a similar procedure is proposed ORD Yandex via Yandex ID with its new interface solution instead of the old Partner account
Other advertising data operators: ORD Ozon, ORD Amberdata, ORD Beeline, ORD Mediascout, ORD Sber will require the signing of full-fledged agreements (including possibly a separate NDA) to provide access to ORD personal accounts
Second phase:
When gaining access to the ORD VK account in the block Counterparties the user (account owner) will already appear with his data, which was pulled up from VK ID
You can then edit your card (as well as the card of any counterparty you create on the platform), expanding the roles that he can use in various advertising chains.
For example, the roles indicated above in the scan allow the user to be used as an Advertiser in any advertising chain, or as an intermediary (Agency) in another advertising chain, or as a Publisher (Advertising Distributor)
Multi-role status allows you to use your current account in the ORD very flexibly and does not require creating an additional account if the user (TIN) plays a different role in any advertising chain.
Now we, as an Advertiser (the owner of the current account in the ORD), need to enter data on our contractor (Advertising Distributor) into our ORD.
Let our contractor be IP Petrov Petr Petrovich (RR)
If you select the role of Publisher (PP) in the counterparty card, the system will automatically require you to enter an Internet platform that will be attached to this counterparty
ORD will automatically transfer the user to the block Venueswhere you will need to create an Internet site card
Let's bring in the first site belonging to RR
Next, add the second site belonging to RR in the Sites block
In the end it's like this
It is worth paying attention to the checkbox with a tick The counterparty is the owner of this site
This indicates that the platform is registered specifically to the specified counterparty (RR) on the card – in this case, Petrov Petrovich in the status of an individual entrepreneur.
What does framed mean? This means that in the description or when registering this site, RRs at one time indicated their contact information, including mentioning themselves in the description of the public or website as the owner of this Internet site. Of course, it is worth noting that there is a certain convention and formality in this matter.
However, if RR will host RIM and appear in the contract as an individual in the status of individual entrepreneur, and the site will be registered on RR as an ordinary individual, then you will attach it to yourself in the site card, but you won't check the box in the checkbox.
As a rule, there is a check mark, i.e. the owner of the Internet site (Publisher) and the person appearing in the contractual relationship for the placement of RIM are one and the same person.
However, do not worry, at the moment, checking this box when attaching a site to a counterparty (RR) is not a mandatory procedure and can be skipped, since it in no way affects the logic of the execution of reporting in the ORD and the implementation of the law on advertising labeling.
Third stage:
Now we need to enter information on contractual relations for the link RD (we) – RR in the block Treaties
As a result, we have an agreement for the distribution of advertising between Individual Entrepreneur Khatin (Advertiser) and Individual Entrepreneur Petrov (advertising distributor), in which (as stated above) the Advertiser is obliged to upload creatives and receive tokens with subsequent registration of unallocation according to the original agreement and creatives
Fifth stage:
The next step is for the RD (we) to upload the creatives and receive tokens (erid) in his ORD in the block Creativesso that everything is prepared for applying advertising marking attributes to RIM and starting placement of advertising materials
Further
Note that it is better to indicate the Target referral link (see the scan above) WITHOUT html tags and without using a link shortener service (for example Yandex clicker).
If necessary, adding utm tags or using a shortened link should be used in the Click link (if it occurs when placing the RIM) directly in the advertising material (RIM) on the Advertising Distributor’s sites.
Examples of how utm and erid tags can be embedded* into a click link (hyperlink) – it is assumed that romashka.com is the advertiser’s landing page:
romashka.com/?erid=xxxxx
romashka.com/?erid=xxxxx&utm_campaign=yyyyy
romashka.com/?utm_campaign=yyyyy&erid=xxxxx
*Important sign? should be located immediately after the landing page url and should be only ONE in any design for attaching utm tags and erid. When specifying the symbol ? all other elements are attached using the & symbol. Always check that the transition to the site is correct after attaching the utm and erid tags, as well as their presence in the browser URL line after the transition.
Always check the shortened link with the token embedded in ERIRso that the service correctly unpacks the link and sees the token (erid) attached to the click link
We do not check the box for Native advertising (see scan above). Aspects of conducting and designing native advertising in operational advertising are outlined by me in a separate publication
In the Type of advertising campaign field, when placing RIM with bloggers in public pages or with owners of online sites, as a rule, it is specified as Other, as a universal option.
It is also advisable to indicate the name of the creative in a clear logic, for example [Тип]-[Объект рекламирования]-[Описание]-[Место либо месяц рекламирования]for example Banner-Coffee Grinder-Promotion-20%-March.
This will be useful in navigation when reporting in the block Statistics for a large number of creatives that, like a snowball, will grow exponentially from month to month.
OKVED must indicate the object of advertising (the closest logical option from your point of view). This is secondary information collected for the ERIR and does not affect the logic of your reporting in the ORD in any way.
As a result, the system will give us a token (erid)
Attaching creatives to a block Creatives is always made to the Initial Agreement (agreement between the Advertiser and its first counterparty).
In our case, with an advertising chain according to our First Scenario, the Initial contract and the RD (we) – RR agreement are one and the same, therefore our contract 350 dated December 10, 2023 is indicated in the Creatives block.
The Advertiser (we) will send tokens to its Contractor to the right along the chain to ensure that marking attributes are applied to advertising and information materials.
It is critically important to correctly apply advertising marking attributes to the RIM
You can see how to correctly apply advertising marking attributes to various RIM formats in my publication.
Then RIM will be placed in February 2024, according to the agreement, on the approved Internet platforms of the advertising distributor (in our case, this is the website dhprime.ru and the telegram channel dhprime_ppc).
Sixth stage:
According to the requirement of Roskomnadzor, by the 30th day of the next month after placement, data should be entered into the block Acts with allocations according to the original contract and creatives (sites)
The RD will receive the attributes (number, date, amount) of the closing act from the RR in March 2024 after payment has been made and, based on it, the RD will fill out the block Acts in your ORD.
In our case, the Advertiser (we) should enter inside the block Acts statistics with allocations for creatives and sites according to statistics (without filling out the block Statistics)
This option will be the most optimal for us, given our case: placement with a start in February, and full payment and issuance of a closing act from the RR for the RD (we) in March.
In principle, this scheme is also suitable when payment for March is due at any time – before the start of placement (January), during the month of placement (February) or after the month of placement.
Of course, options are possible here, since sometimes a certificate (in our case for the fact of placement) is issued for the work performed and only if it is available, payment is made if the customer (RD) has no claims against the contractor (RR).
If payment takes place once a quarter with the issuance, accordingly, of a closing act from the RR for the RD once a quarter, then without filling out the block Statistics every month of placement is indispensable before filling out the block Acts once a quarter
ORD VK technical support response in case of payment once a quarter Here
Drawing a line for working with VC ORD, it is worth saying that the most convenient in terms of reporting is the scheme when payments for each placement are made once a month and every month the executor under the income agreement issues a separate act. In this case, a separate block Statistics The Advertiser does not need to fill out in his ORD, and all reporting can be completed within the block Acts with all the necessary allocations.
So, in the block Acts The advertiser will indicate the act:
As a result, the allocation under the original agreement was carried out
Now we need to click Dadd creativityto fill out statistics with allocations by creatives and sites
As a result, the allocation (detailing) within the Act for creatives and sites was completed.
It is worth noting that we will have one (single) creative on two platforms. If we had two creatives (two tokens), but one platform, then we would sequentially add two creatives inside the Act, indicating the same placement platform for each.
The number of impressions indicated above can be taken from the analytics systems of the placement platform (for example, from the Telegram channel feed or the Telegram platform analytics system) and using Yandex Metrics from your website, indicating the number of visits to the page in February 2024 where the advertising material was posted.
If we had a placement from 02/10/24, then we would indicate the interval in the act from 02/10/24 to 02/29/24
Since we have a total amount allocated for placement of 40,000 rubles, and there are two sites, we indicate the amount for each site at 20,000 rubles, or we can distribute this amount in proportion to the number of impressions on each site. If we had a different number of days of placement for each creative in February, then the distribution of amounts could be done in proportion to days, and not in proportion to impressions. And so and so will be correct.
The cost of a unit of service provision for the Other type is indicated as 20,000 rubles, since the Advertising Distributor (blogger) is paid for the service – placement, therefore it will be a unit of service provision. In total, the service cost 40,000 rubles, and since we have two sites, we divide it by 2
As a result, the Advertiser (we) prepared everything necessary to comply with the law on advertising labeling for the RD-RR combination under the First Scenario. The advertising distributor will not need to formalize anything in his ORD, since the report on the transaction (agreement) was fully completed and prepared by the RD (we).
It is worth noting that if RD (we) did not receive tokens, then RD (we) would not press Add creatives in the Act, i.e. They wouldn’t perform allocations by creatives and platforms. Also RD (we) would not be in the block Creatives upload creatives and would not receive tokens. Including RDs would not carry out eternal reporting (see below) in the block Statistics.
Please also note that according to the agreement, placement took place only in February 2024 (02/01/24 – 02/29/24) and since March RIM has been removed from the placement sites.
If this had not happened (this should be indicated in the contract by the counterparties), then the one who received the tokens (in our case this is RD) will be obliged to report statistics in the block for placement from March onwards every month Statistics indicating the number of impressions in a block for the corresponding creative, but without acts in the block Acts. There was so-called eternal reporting.
Example of filling in a block Statistics eternal reporting for the dhprime_ppc site
and for the second site
As a result, the Advertiser (we) will fully report to ERIR (Roskomnadzor) in its ORD for the link Advertiser – Advertising Distributor and RR will not need to draw up anything in its ORD.
Second scenario: bunch Advertising agency
We looked at the classic advertising chain RD (we) – RR, but it is also possible that RR’s customer is an intermediary, for example an Agency. Therefore, we will consider how the Agency (we) will carry out reporting in its ORD instead of the RR (blogger).
Then the advertising chain in the classic version will look like this:
RD – Agency (we) – RR (blogger)
In this case, the logic of work for the Agency will be similar to that described in the First Scenario for the Advertiser, but the initial agreement will now be the RD – Agency agreement. Therefore, the Agency in the block Treaties you will have to additionally enter the attributes of the original agreement between RD – Agency, and the Agency-RR agreement NOT will have the status of the original contract.
Accordingly, the Agency (we) when downloading creatives and receiving tokens in the block Creatives will attach creatives to the RD-Agency (we) agreement, since this agreement will now have the status of the original agreement
Also, the Agency (we) when completing the allocation under the original agreement in the block Acts will indicate the RD-Agency agreement as the original agreement.
As a result, the Agency (we) will fully report to ERIR (Roskomnadzor) in its ORD for the Agency – RR and RR link; nothing will need to be drawn up in its ORD.
It is worth noting that the Agency in its ORD will also report under its income agreement for the RD-Agency (we) link, if these obligations are enshrined in the RD-RA agreement.
So, we have fully described all the steps that an Advertiser or Agency will have to go through when filing reports in the ORD VK instead of the RR (blogger) under their expense agreement
I hope that this material will be useful to you when preparing reports to the operational administrative department for the implementation of the law on advertising labeling
