Executive Director of the Association of Communication Agencies of Russia (ACAR) Valentin Smolyakov said that the appointment of Mediascope as a single measure of the Internet audience is positive news.

“I take this news positively. Last year, we held a meeting of the expert club of the national advertising forum, where we discussed this initiative. The introduction of a single scale is positive news, because now everyone will be measured with one ruler,” he said.

Smolyakov added that with the introduction of a single meter, it would be possible to achieve order.

“Before that, we had different measurement systems in the country. When everyone is measured differently, there can be no order. The appointment of a single measure of the Internet audience will positively affect the transparency of the market,” he concluded.

Earlier, a commission under Roskomnadzor selected an authorized organization to study the volume of the Internet audience. According to the results of the competition, Mediascope was chosen as a single meter, which until now has also been a TV meter.

“Unified measurements and the presence of an authorized organization are designed to ensure the openness, comparability and reliability of data obtained as a result of studies of the volume of the audience of TV channels, online publications and other online platforms,” the ministry said in a statement.

As noted in the message of Roskomnadzor, the authorized organization will measure only those Internet resources that the departmentered in a special register. Now it contains 79 information resources, the volume of the audience of which is subject to research. Including 27 audiovisual services, 4 news aggregators, 8 social networks, 26 registered mass media, 14 other information resources. This list of resources is not final and may be supplemented.

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