A few days ago, on February 2, 2022, during a regular meeting, a special commission under Roskomnadzor agreed on 79 Internet resources, the audience of which must be constantly and systematically analyzed. It is worth recalling that the formation of this list of sites is due to the law adopted last year, which stipulates the creation in Russia of an official Internet audience meter. According to this law, the researcher must constantly count and analyze the audience of news aggregators, audiovisual services and other resources that the commission will recommend to Roskomnadzor, the RBC information building reported.
The most important provision in the new law is the clause that the owner of the resource, the audience of which, in the opinion of the commission, must be constantly counted and analyzed, is obliged to provide the meter authorized by Roskomnadzor with the opportunity to conduct a detailed study of the audience. Accordingly, the site owner is obliged either to install the equipment necessary for the meter on his resource, or to provide him with the necessary and sufficient data for the study. At the moment, the Mediascope company has been recognized as the audience meter of the Russian Internet – since 2017, it has been an authorized TV audience meter in Russia by Roskomnadzor.
In addition, during the meeting, audiovisual services were identified, which must necessarily cooperate with Mediascope. In total, this list includes 27 thematic projects, among which it is worth highlighting the online cinemas Okko, Premier, ivi, the American platform Netflix and Kinopoisk. Also included in the list of resources were four news aggregators — Yandex.News, Rambler/news, SMI2 and [email protected]. An interesting situation happened with the category of social networks – Facebook, Instagram, Twitter and YouTube were included in the list of projects, but these projects still do not have representative offices in Russia, and Google refuses to cooperate with Mediascope on principle.
In the list of resources recommended by the commission for audience analysis, there are many projects that have been cooperating with Mediascope for a long time, providing their data for the study of the Russian Internet. But there are many Yandex resources among them, which abruptly turned off Mediascope counters in 2019, declaring their desire to find a balance between protecting user data and quality assurance for advertisers. With the release of the new law and the formation of a list of resources, it is likely that it will no longer be possible to evade cooperation with the official measurer.
Source: Trash Box
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