Iab russia overview v20160101en

IAB RUSSIA
IAB Russia is a non-profit partnership aimed at promoting the development of digital
advertising, founded in Russia in 2009 as non-governmental organization. IAB Russia is a part
of an international network of IAB associations, the primary goal of which is growth and
development of digital advertising market.
The Interactive Advertising Bureau (IAB) is an international association of digital advertising
market members all over the world. Independent professional organizations under the brand of
IAB are successfully operating in more than 41 countries on 5 continents.
Founded in 1996 in New-York as American national organization, IAB unites in USA more than
650 leading media and technological companies that are responsible for selling, delivering, and
optimizing digital advertising or marketing campaigns.. Together, they account for 86 percent of
online advertising in the United States.. In Europe IAB Europe is the association of more than
5500 companies.
IAB is more than 200 industry events, the key are IAB MIXX, IAB ALM, IAB Global Summit and
IAB MIXX Awards
IAB is more than 50 research and analytical reports per year, among them are IAB Internet
Advertising Revenue Report, IAB Europe AdEx Benchmark Report, IAB Russia Advertisers
Barometer.
IAB is standards, guides, and best experiences in all formats and business-models of digital
advertising.
The Interactive Advertising Bureau (IAB) is considered to be "the Voice of Industry“:

Mission
• Market development of digital advertising in Russia
• Integration of Russian market into the world digital advertising market
• Two-way exchange of information and experience
• Distribution of digital advertising standards to Russia
• Provision of infrastructure for communication with foreign professional community
• Projects realization for demonstration of market potential in Russia
Philosophy
• Transparency of relations
• “Out of politics” atmosphere
• Balanced positioning of various market participants
• Focus on the industry needs
IAB RUSSIA MISSION AND PHILOSOPHY
3

MEMBERS OF IAB RUSSIA – 49 COMPANIES (January 2016)
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STRUCTURE IAB RUSSIA
General meeting of IAB Russia members
The industrial standards
committee
The board
The market research
committee
The programmatic buying
committee
The mobile advertising
committee
The market education
committee
The Digital Video
committee
Executive
direction
The HR section
The e-commerce
advertising committee
The performance marketing
and related markets
committee
The Online Branding
committee
The president
The Big Data
committee

ПРАВЛЕНИЕ IAB RUSSIA
6
The president of IAB Russia
Boris Omelnitskiy ( Yandex)
The Vice-president,
The chairman of the education committee
Fedor Virin (Data Insight)
Vice-president,
The chairman of the performance –marketing committee
Maria Chernitskaya ( iConText Group)
The Vice-president,
The chairman of the mobile advertising committee
Mikhail Getmanov (Between Digital)
The Cochairman of the researching committee
Aleksey Belyaev (Mail,ru Group)
The Cochairman of the Industrial standards and Programmatic Buying
committee Alexey Arshinov (Google Russia)
The Cochairman of the Digital Video committee :
Maxin Zenin
The Cochairman of the Big Data committee
Dmitriy Egorov (Weborama)

ПРАВЛЕНИЕ IAB RUSSIA
7
The Cochairman of the Online branding committee :
Lubov Pshenichnikova (Weborama)
The Cochairman of the Big Data committee Ivan Lobov (DCA)
The Chairman of the e-commerce advertising committee Alexey
Romanenkov
The Cochairman of the Programmatic Buying committee Vladimir
Krivosheev (Rambler&Co)
The Cochairman of the Online branding committee
Dmitriy Kharitonov
The Cochairman of the Big Data committee
Dmitriy Shkolnikov(Avito)
The Cochairman of the Industrial standards and Digital Video committee
Dmitriy Karmanov (СТС Media)
The Cochairman of the market education committee
Ekaterina Rudykh (ИРИ)

MEMBERSHIP TYPES
Personal membership
Format of membership for individuals
Annual charge: 10,000 rubles.
Condition: Unanimous recognition by current members of IAB Russia Individuals as an expert in
online advertising market
General membership
Format of membership for legal entities
Annual charge: 200 000 rubles.
Condition: Two recommendations from current members of the IAB Russia and approval of a
candidate at the General Meeting of Members.
Advanced membership
Format of membership for companies that are members of both ACAR and IAB Russia
Annual charge: 250 000 rubles.
Condition: Confirmation candidates at the General Meeting IAB Russia and the Board of ACAR.
Associated membership
Format of membership for advertisers
Annual charge* : Free
Condition: Annual spending on all media in Russia for the last year should be more than 40
millions rubles without VAT. Billing or verification of independent measurements is required.
* - the size of membership charges for 2016 was confirmed on general meeting on 19
November 2015
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BENEFITS OF MEMBERSHIP
• Influence on digital advertising market development in Russia by the leading industrial
organization
• Participation in the activities of all departments of the partnership (committee, working groups)
and to launching new ways of market development
• Information about digital market situation from the first hands, participation in researches, made
by IAB Russia (and its partners) and using researching results
• Access to international expertise, materials and contacts of IAB in a global level: professional
community, advertisers, advertising agents and partners
• Growth of staff qualification of IAB Russia member companies via educational projects and
providing information about relevant market events to all members of IAB Russia
• Special offers for participation in international events and initiatives of IAB on a global level and
events of national digital market
• Participation in event as a speaker or expert
• Increasing of brand recognition on the digital market communication with IAB Russia resources
9

INDUSTRY COOPERATION WITH ACAR
• Since 2011, IAB Russia works in close cooperation with the largest Russian non-profit
organizations that brings together advertising agencies – ACAR
• These public organizations share all resources of executive direction and complete each other in
vertical of advertising market.
• As a result of cooperation a new format of Advanced membership extended in both IAB Russia
and ACAR for advertising agencies, which provide services of digital advertising.
• The members of ACAR interactive committee participate in IAB Russia committees.
• The expertize and assessment of digital market included in researching of ACAR.
• The education events which are held at the office of executive direction are opened to all
members of partner organizations on special conditions.
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COMMITTEES AND WORKING GROUPS
RESULTS AND PLANS

PROGRAMMATIC BUYING COMMITTEE
Cochairmen: Alexey Arshinov (Google Russia), Vladimir
Krivosheev (Rambler&Co)
The main goal is development of programmatic
buying market in Russia by measurements of
market and representation of expert base, which
includes the last data and effective working
methods in the segment.
Result of 2015 year:
1. The programmatic market assessment by the results of 2014 year
2. Section during the event for advertisers «Digital at the moment»
3. Data Insights course “Be Programmatic” seminars: “Ecosystem Programmatic Buying and
effective building of procurements» (April) and “Trends of Programmatic Buying” (September)
Plans for 2016 year:
1. Actualization of market ecosystem
2. Representation of expert assessment of market volume
3. Actualization of industrial glossary
4. Course of educational seminars (minimum 5 seminars), sections in conferences (minimum 3
sections) and organization of working groups in the directions : PMP / direct deals; Inventory,
viewability, transparency,brand-safety, adblocking; Rich-media programmatic; Native
programmatic; Mobile web / apps
5. Report «IAB Russia: The Overview of Programmatic market in Russia 2015»
12

Results of 2015 year:
1.Data Insights course “USE DATA” seminars: “The main principals of collecting, processing and
analysis of data», ”Trends and tendencies in BIG DATA”
2. The section during the event for advertisers Digital at the moment
1. Creation of market ecosystem
2. Development of recommendations for legislative regulation of law field at work with impersonal
users data
3. Development of standard data qualificators
5. Methodology of assessment of market volume
6. Coordination of recommendations for technical realization of cooperation of DMP, SSP, DSP in
ecosystem RTB on Russian programmatic market.
7. Coordination of recommendations for commercial conditions of data sales in RTB conditions
and other technical systems as well.
8. Revision of members content considering market specifics. Collaboration of 3 types of
participants: providers of raw data, platforms for buying data and DMP.
The main goal is development of data market in
Russia. In the committee the market is being
researched, structured and the educational
content is represented.
THE BIG DATA COMMITTEE
Cochairmen: Dmitriy Egorov (Weborama), Ivan Lobov
(DCA), Dmitriy Shkolnikov (Avito)
13

THE MOBILE ADVERTISING COMMITTEE
Chairman Mikhail Getmanov (BETWEEN DIGITAL)
1. Release of mobile advertising market map
2. Research of market volume of mobile advertising 2014
3. The Data Insight course “Touch Mobile” seminars: “Analytics of mobile apps» and
"Performance in mobile advertising»
4. Section during the event for advertisers Digital at the moment
1. Assessment of market volume
2. Measurement of auditory in mobile advertising
3. Seminars about mobile advertising
4. Coperation with telecommunication operators
5. Implementation of methods for effectiveness measurement of mobile advertising in Russia
Aim of the committee is development of mobile
advertising market in Russia, popularization of
modern effective methodologies of work in the
segment and research of market conditions
currently.
14

1. Data Insights course “Get Image” seminars: “Ecosystem Programmatic Buying and effective
building of auditorium buying”, “Metrics Brand Building campaigns в digital”, “Trends of
Programmatic Buing: Premium programmatic and Programmatic rich media”
2. Section during the event for advertisers Digital at the moment
3. Extended meeting about quality of advertising contact (October 2015)
1. Creation of Brand Safety and content quality criteria
2. Preparation of document with recommendations for Viewabillity
3. Adaptation of IAB Global documents for AdBlock standarts
6. Preparation and release of WhitePaper
8. Start of educational course
9. Recommendations for standards of effectiveness measurements of display advertising for
direct response and brand building for brand engagement and engagement with advertising
message.
Development of the methodology for
researching the volume of mobile advertising
market in Russia.
IMAGE ADVERTISING COMMITTEE
Chairmen: Lubov Pshenichnikova (Weborama), Dmitriy
Kharitonov (РБК)
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1. The committee is formed and the main directions of activity are formulated.
The plans for 2016 year:
5. Release of structured educational course
.
The main task of committee is measurement of
market and determination of equal standards for
effectiveness count.
THE DIGITAL VIDEO COMMITTEE
Chairmen: Maxim Zenin (Mail Group), Dmitriy
Karmanov (СТС Media)
16

1. The product line Performance was composed
2. Assessment of market of context advertising was added to ACAR’s market volume assessment
3. Criteria of assessment of work quality of Performance agencies was determined and the activity of
Recommended partners union by IAB Russia was started
4. Performance agencies were included in Salaries research of ACAR
5. The tenders regulating document was issued
6. Press conference with presentation of projects of the Committee for advertiser and agencies
7. The section during the event for advertisers Digital at the moment
8. Speech on RIW: Conditions of tendering in context advertising. IAB Russia
1. Creation of market ecosystem of Performance Marketing
2. Representation of expert assessment of market volume of context advertising
3. Creation of calculator of agencies commission
6. Participation of agencies in Salaries Research of ACAR
7. Release of structured educational course
THE PERFORMANCE MARKETING COMMITTEE
Chairman - Maria Chernitskaya (ICONTEXT)
The committee is working on market
measurement, creation of regulation documents
and representation of scientific base for training.
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1. Synchronization of activity of e-commerce school Price.ru and IAB Russia;
2. Section in event for advertisers Digital in a moment
1. Development of recommendations for services and shops for their effective work in segment
2. Creation of ecosystem of a market
3. Submitting of expert assessment of volume of the market
4. Preparing and release of WhitePaper
5. Actualization of the industrial glossary
6. Start of educational course
THE E-COMMERCE COMMITTEE
Chairman: Alexey Romanenkov
The priority task of committee is development of
advertising market in e-commerce through
measurement of the market and development of
existing tools and education
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1. List of specialties which need development of standards is defined.
Thesaurus of professions which are interdependent is made up.
Foreground professions are allocated.
1. Methodic of professional standards is defined and worked out.
Method of primary description of professional standards is compiled.
Cycle of discussing of professional standards is defined.
1. Working groups with members of association and market players.
Professional standards are developed for specialist in context advertising
Internet marketer
Traffic manager
THE COMMITTEE ON EDUCATION
The chairman: Fedor Virin (Data Insight)
The major industrial project “Digital Insight” is
created under the auspices of IAB Russia. It
consists of educational courses covering each
segment of the market of the interactive
advertising: BE PROGRAMMATIC, DO E-
COMMERCE, GET IMAGE, MAKE VIDEO, SHOW
ME UR PERFORMANCE, TOUCH MOBILE и USE
DATA.
19

1. Endorsement of three new standards by Ministry of Labor and submitting them to market
participants:
- specialist in context advertising
- traffic manager
- internet marketer
2. Development and agreement of 5 new standards from 2015 list
3. Pilot variant of specialists testing in field of digital advertising using developed standards
4. Pilot variant of educational programms testing using developed standards
5. Project of open monitoring of specialists salaries in field of digital advertising (with ACAR),
including data about difference in demand and supply
20
4. Applications for endorsement of initiative for development of professional standards for specialties
traffic manager
internet marketer were sent to the Ministry of Labor and social safety
5. Ministry of Labor and social employment has approved initiative of development of standard
specialist in context advertising
on consideration of Ministry are :
traffic manager
internet marketer
6. Final document about professional standard " Specialist in context advertising “ is ready for
transference to resulting agreement and entry in the register of specialties in the Ministry of Labor
in Russia.

1.Actualization of online-advertising market ecosystem
2.Second year of IAB Russia Advertisers Barometer research
3.Data submission for IAB Europe AdEx Benchmarck research on the partner conditions
4.Participation in universal research of IAB «Mobile Video Consumption»
1.Actualization of online-advertising market ecosystem
2.The third IAB Russia Advertisers Barometer research
3.Data submission for IAB Europe AdEx Benchmarck research on the partner conditions
THE MARKET RESEARCH COMMITTEE
Chairman - Alexey Belayev (Mail.Ru Group)
The market research committee was created with
the aim of letting essential researches and
measurements of all interactive advertising
market’s sections in Russia and all over the
world.
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Russian digital market ecosystem is an open project, which describe the key sectors , processes and
players in the field of digital –marketing .
The ecosystem lets the advertisers to see existing alternatives scripts to use the service of digital
marketing market and make a decision to start working with that market, and as for professional players
– the potential partners , new places for business growth and to assess competitive situation.
Researching by: IAB Russia
For more information: http://iabrus.ru/projects/389
RUSSIAN DIGITAL MARKET ECOSYSTEM
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Annual survey of the advertising market in Europe carrying out the purpose to increase transparency and
attraction of Russian digital advertising market in contrast with another markets in Europe.
The Russian market data is officially included since 2012
Researching by: IAB Europe
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ADEX BENCHMARK

Research was launched in 2014, it shows advertisers opinions about market of digital advertising, it’s
players and their technologies.
The main goal is to get representative picture of opinions, moods and expects of leading advertisers
about digital advertising market and its key segments. The current research shows actual advertisers
requirements and their principles of future budget planning.
Research by: IAB Russia
IAB RUSSIA ADVERTISERS BAROMETER 2015
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Since 2014 IAB Russia is ACAR’s main partner for counting the Internet advertising market.
Nowadays there is activity about formation methodic to assess new segments digital advertising
market such as the Programmatic, Mobile Performance and Digital Video.
Research by: АКАР и IAB Russia
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THE VOLUME OF ADVERTISING MARKET

Includes classic categories associated with advertising - places, networks, agencies, also categories
associated with mobile apps promotion – CPI networks, apps shops, analytic and tracing systems. This
map does not include mobile content & mobile games market.
Research by: IAB Russia и iProspect
MOBILE ADVERTISING MAP

Since 2011 IAB Russia has been actively developing educational
direction and organizing various seminars with leading Russian
and foreign speakers. Events take place in IAB Russia
conference-hall and available for all players of market: advertisers,
advertising agencies, researching companies.
IAB Russia suggests hall for 70 people, outfitted with equipment for
educational activities of any format. Members of IAB Russia can
use that equipment for free.
CONFERENCE - HALL IAB Russia
29

EVENTS
AND INFORMATION RESOURCES

MIXX RUSSIA CONFERENCE & AWARDS,
27 May 2016, Moscow, Zubovsky blwd. 16
MIXX Conference & Awards is international conference and contest of digital
advertising , which has been held by IAB Global in New York (USA) since 2004.
Mixx format events are held in 12 countries all over the world in local departments
of IAB, where market is well developed. Russia is one of them.
MIXX Russia Conference is conference about trends in market development of
digital advertising in Russia. It is two-ways exchange of opinions and expectations
between the biggest advertisers and market players, which aim is to form a
common view and agenda of future market development.
MIXX Russia Awards is Russian part of international contest of digital advertising
MIXX Awards. The aim of contest is to develop a creative components in
appliance of digital advertising, demonstration of opportunities and the best
strategies of digital advertising to advertisers.

IAB Russia cooperates with the key industry events by providing market expertize, conferences
content and educational programs.
THE PARTNERSHIP EVENTS
32

33
Official site IAB Russia - www.iabrus.ru
2015 official site has been totally updated:
Personal account for employees of companies – members of IAB
Russia gives an opportunity to communicate rapidly, working on
different processes, to exchange and to save documentation during
the process. First screen personal settings option.
Database
New site has an opportunity of aggregation and sorting databases for
companies-members, guests of events, activity of committees, etc.
Convenient calendar includes all industrial evens with the filtration
for comfortable search.
The Knowledge Bank combines all IAB Russia released projects and
key data of the whole market.
Committees
Covers all the committee activities and core information: events,
projects, news, content, protocols etc.
Automatic system of events registration
INFORMATION RESOURCES

INFORMATION RESOURCES
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IAB Russia Newsletter
Periodicity :monthly
Content: overview of
external and internal and
preview of upcoming market
events
IAB Russia Internet advertising
Newsweek
Periodicity : weekly
Content: short and capacious
overview of key news on world
and Russian market.
IAB Russia Facebook
page
Periodicity – daily
Content: highlighting of
events on digital-market
online.

www.ibrus.ru - IAB Russia
www.iab.net - IAB Global
www.iabeurope.eu - IAB Europe
www.mixxrussia.ru - MIXX Russia Conference & AWARDS
www.facebook.com/IAB.Russia
Newsletters on request add@ibrus.ru
WEB RESOURCES OF IAB
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CONTACTS
Omelnitskiy Boris
IAB Russia President
+79161159349
bao@iabrus.ru
Shatalova Tatyana
Project manager
+79672662333
tas@iabrus.ru
Smolyakov Valentin
Executive Director
+79165846909
v.smolyakov@akarussia.ru
Shpuntova Irina
PR director
+7 9645211273
irina@iabrus.ru
v. 20160101

Iab russia overview v20160101en

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