Labeling of advertising in ORD VK for a digital agency under a profitable contract

Step-by-step instructions on how to label advertising for a digital agency (intermediary) using the ORD VK platform (ORD VKontakte | ORD VK) with obtaining tokens (erid), drawing up acts and statistics, resolving the issue of allocation regarding the original contract and creatives (sites). This material denotes a systemic reporting path for an interface solution, and for its use in reporting using the API there is management from ORD VK.

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

An advertising agency, as an intermediary through which funds pass for the placement of advertising materials, can be built into various advertising chains, each of which has its own specifics.

Let's consider the classic advertising chain RD – RA – RR, where

RD – advertiser (person who determined the object/content of advertising)

RA – advertising agency or freelancer as an intermediary (we)

RR – advertising distributor (owner of the Internet site)

Using the example of this chain, instructions for intermediaries through which funds pass for the placement of advertising materials will be of a systematic nature and can be integrated into any other schemes for placing advertising materials on the Internet.

First scenario: bunch Advertiser – Agency (We)

So, the Advertiser turned to the Advertising Agency (we) so that the agency would organize the placement of advertising and information materials (RIM) on Internet sites owned by the Advertising Distributors.

Moreover, the customer is the original Advertiser (AD) and is not an Intermediary, therefore, for this chain, the agreement between RD-RA and the concept of the original agreement are one and the same.

Let us recall that the initial agreement is an agreement between the Advertiser (AD) and its first counterparty in the advertising chain. The first counterparty in our case is the RA (advertising agency).

The parties RD – RA entered into an agreement, formalized in the contract, that the obligation to report in its ORD for the connection (agreement) between RD – RA will be assumed by RA (the status of an income agreement), including that RA will receive tokens in its ORD. What is important is that whoever receives the tokens reports on them with allocations (details) for creatives and platforms.

Let’s assume that between RD and RA there is an agreement No. 480 dated December 10, 2023 for the placement of advertising materials in February 2024 in the amount of 100,000 rubles, where the budget for placing RIM is 80,000 rubles, and for the production of creative is 20,000 rubles.

The advertiser will pay for RIM placement services on March 05, 2024. RA will issue accounting act 480-Act-1 for RD dated March 15, 2024 for the total amount of work under the contract in the amount of 100,000 rubles.

Below are step-by-step instructions on what the RA (we) should do in its ORD for reporting under the First Scenario for the RD – RA link

As a result of the actions indicated below, RA (we) will fully report to Roskomnadzor (ERIR) for the RD-RA bundle (agreement) and the Advertiser will not need to take any actions in its ORD.

First stage:

RA (we) will register on the website ord.vk.com using their VK ID and will gain access to the ORD platform.

By the way, a similar procedure is proposed ORD Yandex through Yandex ID with its new interface solution instead of the old Partner Account.

Other advertising data operators: ORD Ozon, ORD Amberdata (ORD-A), ORD Beeline (First ORD), ORD Media Scout, ORD Sber (ORD Development Laboratory) will require the signing of full-fledged contracts (including possibly a separate NDA) to provide access to personal ORD offices.

Second phase:

When gaining access to the ORD VK account in the block Counterparties the account owner will already appear with his organization card, 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 you to use the counterparty 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 RA needs to enter data on its customer (Advertiser)

Let our AD (advertiser) be “Beautiful Penguin” LLC

As a result, an advertising chain will take place: LLC “Beautiful Penguin” (RD) – IP Khatin Dmitry Stepanovich (RA)

Third stage:

Now we (RA) need to record our business relationship with the customer (RD) in the VK ORD

The agency (we) will indicate the contract with attributes (number, date, contract amount is optional) exactly as in the accounting (paper) contract No. 480 dated December 10, 2023 in the block Treaties

Fourth stage:

It is required to indicate RIM placement sites (advertising and information material)

Let this be the dhprime website and the dhprime_ppc telegram channel.

Information on these sites will be known to the Agency (we) if the Agency (we) on its own selected the owners of Internet sites for advertising in the chain RD-RA (we) – RR (bloggers).

Or the Agency (we) received this information (fixed in the contract) from its contractor on the right along the chain, when, for example, there was an advertising chain RD-RA (we)-Contractor (agency)-RR (bloggers)

In the end it's like this

Fifth stage:

Next, the Agency (we), according to Agreement 480 dated December 10, 2023, will upload the creative and receive a token.

For example, the creative will be a banner in the quality of RIM (advertising and information material), which will be placed, according to the media plan, on the sites of the Advertising Distributor(s)

go down the interface

Please note that it is better to indicate the Target referral link (see scan above) here in its original form WITHOUT YouTube tags and without using a link shortener service.

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 the conduct and design of native advertising in the operational advertising activity are outlined by me in a separate publications

In field Type of advertising campaign when placing RIM with bloggers in public pages or with owners of Internet sites, as a rule, it is Other that is indicated 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 рекламирования]for example Banner-Pink Elephant-10% Discounts-Telegram.

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 Agreement and the RD-RA Agreement (we) are one and the same, therefore in the block Creatives Our agreement No. 480 dated December 10, 2023 is indicated.

The Agency (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.

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 unallocation according to the original agreement. Also inside the block Acts enter statistics with allocations for creatives and sites according to statistics (without filling out the block Statistics), i.e. for placement in February, the Advertising Distributor (we) is required to report to the ORD by March 30th.

This option will be the most optimal for us, taking into account our case: placement with a start in February, and full payment and issuance of the closing act from the RA (we) for the RD – 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 in March) is issued for the work performed and only if it is available, payment is made, if the customer has no claims against the contractor.

If payment takes place once a quarter with the issuance, accordingly, of a closing act from the RA 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 (response from technical support from ORD VK on this issue 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 there is no need to fill out the RA in your ORD, and all reporting can be completed within the block Acts with all the necessary allocations.

So, in the block Acts add an act:

As a result, the allocation under the original agreement was carried out

Now we need to add a creative to fill out statistics with allocations by creative and platform

Click on Add creative

Next, we will sort out the creatives and sites within the block Acts

As a result, de-allocation (detailing) within the Act for creatives and sites was carried out, and also de-allocation was carried out within the Act according to the original agreement.

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.

The exact period of placement was indicated; if we had placement from 02/10/24 to 02/29/24, then we must indicate exactly that.

Since we have a total amount allocated for placement of 80,000 rubles, and there are two sites, we indicate the amount for each site at 40,000 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 at 40,000 rubles, since the blogger is paid for the service – placement, so it will be a unit of service provision. In total, the service cost 80,000 rubles, and since we have two sites, we divide it by 2.

As a result, the Agency (we) prepared everything necessary to comply with the law on advertising labeling for the RD-RA combination under the First Scenario. The advertiser will not need to formalize anything in his ORD, since the report on the transaction (agreement) was fully completed and prepared by the RA (we).

It is worth noting that if RA (we) did not receive tokens, then RA (we) would not press Add creatives in the Act, i.e. They wouldn’t perform allocations by creatives and platforms. Also RA (we) would not be in the block Creatives upload creatives and receive tokens.

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 RA) 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 site

and for the second site

Second scenario: bunch Intermediary-Agency (We)

We looked at the classic advertising chain:

RD – Agency (we) – Advertising distributor (s),

but it is also possible that our customer will not be the original Advertiser, but an Intermediary (another advertising agency or freelancer). The advertising chain will then look like:
RD – Intermediary – Agency (we) – Advertising distributor(s).

In this case, the logic of work for our RA agency will be similar to that described in the First Scenario, but the initial agreement will now be the RD – Intermediary agreement. Therefore, the Agency (we) is in the block Treaties you will have to additionally enter the attributes of the original agreement between the RD – Intermediary

The Intermediary must necessarily (secure this in the Intermediary – Agency agreement) transfer the attributes of this initial agreement to the Agency (we) so that the Agency (we) has the opportunity to attach tokens in the block in its ODA Creatives to the original agreement (RD-Intermediary). And also carry out unallocation according to the original agreement (RD-Intermediary) in the block Acts

So, we have fully described all the actions that the Agency will have to go through under all possible scenarios when filing reports in the ORD VK, where the RA will have an income agreement

Scenario when the Agency (we) will report instead of RR under its expenditure agreement in conjunction with Agency – Advertising Distributor will be discussed in the next publication

So, we have fully described all the steps that the Agency will have to go through when filing reports in the ORD Vkontakte

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