ERID
ERID is a unique advertising marking token assigned by ORD. Mandatory for all paid placements in Russia from 2023.
ERID (End-to-end Registration IDentifier) is a unique alphanumeric token that the advertiser receives from the Advertising Data Operator and is required to attach to each advertisement. From September 1, 2023, the absence of ERID in an advertisement is an administrative violation with a fine of up to 500,000 rubles.
In my practice with ERID, the main headache is not the token itself, but timely submission of reports: the final act must be uploaded to the ORD within 30 days after the month of placement. If you miss, there's a fine. To do this, I use a table with automatic reminders and an inventory for each channel.
Technically, the ERID is included in the ad through the “Advertising” prefix and the “erid:XXXXXX” tag - at the end of the post, in the URL parameters, or in the banner metadata. VK Ads and Yandex Direct can assign ERID semi-automatically; in Telegram you have to do it manually or through seeding services like Telega.in.
What is important to understand: ERID is not an end in itself, it is a chain “advertiser → agency → ORD → ERID.” If there is a subcontractor in the chain, he must also have an account in the ORD. This is forgotten in 80% of cases during the first setup.
Frequently asked questions about ERID
What is ERID in simple words?+
Where should I place the ERID in my ad?+
What is the penalty for advertising without ERID?+
Is ERID required for barter and free posts?+
Related terms
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