According to RBC, Yandex will not use Mediascope counters officially chosen by the regulator. The company is going to transfer depersonalized data about the audience of its services to Roskomnadzor. The reason for this decision is the need to strike a balance between the protection of user and partner data, the transparency of measuring the Internet audience and compliance with legal requirements.
On February 2, 2022, Roskomnadzor chose Mediascope as a single Internet audience meter for media and social networks. The regulator ordered Mediascope to install counters to study the volume of the audience on 79 resources, including the Yandex news portal, Facebook, Twitter, YouTube and TikTok.
It is noteworthy that the managing director of Yandex, Tigran Khudaverdyan, was previously a member of the Roskomnadzor Commission for the selection of an authorized organization to study the volume of the audience. He did not take part in the February 2 meeting and did not sign the protocol.
According to the Russian law “on the mass media”, the owner of a resource from the list of RKN cannot refuse to study the audience, he must provide Mediascope with all the necessary conditions for this - install the counter used by the meter or provide data that will be necessary and sufficient for the study.
A representative of Mediascope explained to Vedomosti that the company has already developed a schedule for conducting research on the audience of 79 sites. Yandex clarified that they are discussing with Mediascope the details of providing audience data, and the company has all the technical capabilities to transfer them without the need to install additional analytical systems on sites.
Yandex and Mediascope previously cooperated, but then disagreements began between them. In 2019, Yandex removed all third-party counters from its websites, including solutions from Mediascope. Then the company explained that it did this for the sake of the security of user data. "Yandex" after that used only its analytical tools. The company has since provided regulators and audience measurers with relevant information on demand.
bbabo.Net