Marking advertisements with unallocations in 1ORD (First ORD) for bloggers
Today there is a new examination with detailed instructions and an overview of the functionality of advertising labeling on the Beeline ORD platform (ORD VimpelCom | 1ORD | First ORD) with the receipt of tokens, registration of statistics and acts, reporting on self-promotion, allocation under the original agreement and creatives when executing the law on advertising labeling.
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's consider several scenarios where we will analyze specific actions for the owner of an online site (website owner, blogger, public administrator) to prepare their reports in the ORD
First scenario: Advertiser (AD) – Advertising Distributor (RR)
The blogger (RR) was approached by the customer (RD) to post RIM (advertising and information material) on Internet sites that belong to RR. In this case, RD is the original Advertiser and is not an Intermediary, therefore, for the current chain, the agreement between RD-RR and the concept of the original agreement are one and the same.
It should be noted that understanding which agreement is the initial one is a fundamental concept for each participant in the advertising chain who prepares reports in their ORD.
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 Advertising Distributor (AD). It is the attributes (number, date) of the original contract that are used when unallocating under the original contract, and tokens are also attached to it when received in the ORD.
The Advertiser-Advertising Distributor parties entered into an agreement, formalized in the contract, that the responsibility to produce reporting in its ORD for the link (agreement) between RD-RR will be assumed by RR (the status of an income agreement), including RR will receive tokens in its ORD. As we know from the Theoretical part, whoever receives tokens reports on them with allocations (details) for creatives and sites.
Let us assume that between the Advertiser and the Advertising Distributor there is an agreement 950 dated December 10, 2023 for the placement of advertising materials in February 2024 in the amount of 800 rubles and additional work under the contract (production of creative) for 200 rubles. The Advertiser will pay for placement services and the Advertising Distributor will issue an accounting (paper act) 950-Act-1 for the Advertiser in March 2024 for the total amount of work under the contract in the amount of 1000 rubles
First stage:
The user as an Advertising Distributor will register with the ORD on the website 1ord.ru and, after checking and approving all documents, will receive access to the ORD platform
Second phase:
1ORD does not have the block we are used to Counterparties. Each counterparty must be indicated in the block Treaties at the stage of entering each individual contract
Next, we’ll carefully fill everything out here.
Let's go lower
As a result, we have an agreement for the distribution of advertising between M-video (Advertiser) and IP Khatin D.S. (advertising distributor), in which (as stated above) RR is obliged to upload creatives and receive tokens with subsequent registration of distribution according to the original agreement and creatives
Third stage:
Now it is necessary for RR, according to agreement 950 dated 12/10/23, to upload the creative and receive a token in the block Creatives
A. This can be done using a block Treaties
After clicking on Add creative the system will transfer the RR to the block Creatives
B. Let's use the classic method and go straight to the block Creatives. We will select the required initial contract for execution (in our case, this is contract 950 dated 12/10/23)
Further
Further
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 a short advertising chain according to our First Scenario, the Initial Agreement and the RD-RR Agreement are one and the same, therefore in the block Creatives Our agreement No. 950 dated December 10, 2023 is indicated.
Next, in order to start placing advertising materials on Internet sites, RR needs to apply advertising labeling attributes to RIM (advertising and information materials)
How to label advertising, namely how to apply labeling attributes to various RIM formats, can be found in my publication.
Fourth stage:
After the end of placement, the Advertising Distributor must prepare and transfer accounting acts to the Advertiser, and also enter the attributes of the accounting act in the ORD in the block Acts with unallocation according to the original contract and statistics data on impressions with unallocation by creatives and sites.
There is no Statistics block in the First ORD, but in the block Creatives implemented the ability to draw up everything necessary according to statistics with allocations by creatives and sites
In the block Creatives click on Three dots in our creative line
further step by step
We go down and gradually add each RIM location site
dhprime website
and telegram channel dhprime_ppc
As a result, the allocation (detailing) by creatives and platforms was completed
We will have one (single) creative on two platforms. If we had two creatives (two tokens), but one platform, then there would also be two lines in the statistics – each for its own creative, but with the same placement platform. If there were two creatives and two placement platforms, then there would be 4 lines in the statistics.
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 2023 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 800 rubles, and there are two sites, we indicate the amount for each site at 400 rubles, or you can distribute this amount in proportion to the number of impressions on each site.
The cost of a unit of service provision for the Other type is indicated as 400 rubles, since we pay the blogger for the service – placement, so it will be a unit of service provision. In total, the service cost 800 rubles, and since we have two sites, we divide it by 2.
Fifth step:
In the block Acts First, RR needs to enter the attributes of its income accounting act (number, date and amount). As stated in the introductory part, RR performed not only services for placing RIM on its sites, but also produced creatives under the contract. Therefore, first (in the accounting block) the entire amount under the contract for all work must be indicated, namely 1,000 rubles
Let's go down and fill out the allocation block according to the original agreement
It is worth noting that if statistics have already been attached to the block Creativesthen in the block Acts There is no need to re-attach statistics – you need to use the checkbox No statistics
Thus, the placement amount under the original agreement 950 dated 12/10/23 was allocated in the block Actsand also an allocation was made (details of the amount and impressions) by creatives and sites, indicating impressions for each placement site in the block Creatives
As a result, the Advertising Distributor (AD) has drawn up everything necessary to comply with the law on advertising labeling for the RD-RR combination under the First Scenario. The advertiser will not need to formalize anything in his ORD, since the report on the transaction (agreement) has been fully completed and prepared by the RR.
It is worth noting that if the Advertising Distributor did not receive tokens, then the Advertising Distributor would not fill out the Creatives block, and would not create Statistics with allocations for creatives and sites in the block Creativesand also would not attach creatives in the block Acts
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 the Advertising Distributor) will be obliged to report statistics for placement from March onwards every month with zero amounts, but indicating the number of impressions in block Creatives for the corresponding creative, but without acts in the block Acts. There was so-called eternal reporting.
Second scenario: Advertiser-Intermediary-Advertising Distributor
In this scenario, RR will repeat all the steps that were described in the First Scenario, but now its customer under the contract will be the Intermediary (Advertising agency or freelancer)
An important difference from the First Scenario is that now the Intermediary-Advertising Distributor agreement and the concept of the original agreement are two different entities. In the current chain, the Advertiser’s first counterparty will now be the Intermediary, so the Advertiser-Intermediary agreement will carry the essence of the Initial Agreement.
As a result, PP is additionally in the block Treaties will enter into its ORD the Advertiser – Intermediary agreement, in addition to its income-generating Intermediary – Advertising Distributor agreement.
Naturally, in the block Creatives the tokens will now need to be attached to the Advertiser-Intermediary agreement, and not the Intermediary-Advertising Distributor.
Also, the original Advertiser-Intermediary agreement will now appear in the block Acts in dislocation
Third scenario: Self-promotion for RR
As we know, the term self-promotion does not officially exist in the advertising law No. 38-FZ. In essence, this term describes the placement of information about one’s products, services, and events on one’s Internet resources, which are highlighted in a special way against the background of other content.
What is meant?
From the FAS point of view, self-promotion can include a pinned post on your social networks, as well as an end-to-end (pop-up) banner on your website with information about your individual product, your individual service, a separate brand from your catalog and your individual event.
So, in order for the Advertising Distributor to formalize self-promotion in his ORD, the following is required:
First step:
Click on the block Creatives. Select Self-Promotion in the interface and fill in the required required* fields
Further
Second step:
Everything is ready for self-promotion. It is required to apply labeling attributes to the RIM and place advertising materials on your Internet resources.
After the end of placement, advertising material (self-promotion) is removed from the public or from the site
Third step:
According to the requirement of Roskomnadzor, by the 30th day of the next month after placement, statistics data should be entered into the block Creatives, since there is no separate statistics block in the First ORD. Therefore, everything necessary in terms of formatting statistics with allocations for creatives and sites, as we are used to in the example of other ORDs, will need to be formatted in a block Creatives
Let's fill out statistics for the dhprime site when placing a self-promotion banner.
To do this you need to click on Submit statistics in the block Creatives in the creative line for self-promotion and scroll down
Block Acts There is no need to fill out for self-promotion.
It is worth noting that if self-promotion was not “dismantled” after placement in February 2024, then the Advertising Distributor would enter the actual number of impressions with zero amounts in the block for the self-promotion banner every month Creatives. There would be so-called eternal reporting.
As a result, the Advertising Distributor did everything necessary in terms of reporting in its ORD for registration of self-promotion.
So, we have fully described all the actions that the Advertising Distributor has to go through in all possible scenarios when filing reports in the advertising data operator First ORD.
