π New Online Audience Measurement Rules Approved
The Russian Government has approved a decree aimed at improving the accuracy of audience measurement for media content across streaming platforms and social networks. The new system is designed to streamline statistical data collection while ensuring that all processing is conducted strictly on an anonymized basis.
Under the updated mechanism, video content views will be temporarily linked to a userβs phone number, after which the data must undergo a mandatory anonymization and hashing process. This approach will allow for a more precise calculation of overall metrics for movies, TV series, and other video projects by eliminating duplication when the same individual views content from multiple devices (e.g., a smartphone and a Smart TV).
At the same time, it will remain technically impossible to identify a specific individual using the collected information. An additional layer of security will be provided by involving two independent companies, which will handle the separate processing of hashed identifiers.
The Ministry of Digital Development emphasized that media consumption analysis is a standard global practice essential for the growth of the advertising market, marketing, and the film industry. These metrics help gauge genuine viewer interest, plan the production of new projects more effectively, and allocate promotional budgets efficiently.
While online streaming services and social networks registered with Roskomnadzor have previously transmitted viewing data to Mediascope, the single designated audience measurement body, the platforms had hitherto handled data anonymization independently.
Source: Π ΠΎΡΡΠΈΠΉΡΠΊΠ°Ρ Π³Π°Π·Π΅ΡΠ°
