Starting from September 1, Russia will introduce a unified user account system for online services.

Starting from September 1, Russia will introduce a unified user account system for online services.

      In Russia, starting from September 1, a unified user identifier will be introduced for all digital platforms. As reported by "Rossiyskaya Gazeta," this was announced by the director of the Department of Mass Communications Development and International Cooperation of the Ministry of Digital Development, Yekaterina Larina.

      According to her, the main goal of the changes is to make audience measurement more accurate and transparent. Currently, the same user activity can be recorded as several separate views. For example, if a person starts watching a movie, pauses, and then returns, the system might count this as several different users.

      With the introduction of the new mechanism, each user on audiovisual services will be assigned a unique identifier. This will allow platforms to more accurately account for actual views and audience numbers.

      The Ministry of Digital Development notes that the market itself is also interested in this approach, as transparent statistics are important for both the services themselves and advertisers.

      At the same time, as assured by the agency, users' personal data will remain protected. A multi-level encryption system will be used to prevent the disclosure of a person's identity behind a specific identifier.

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Starting from September 1, Russia will introduce a unified user account system for online services.

The Ministry of Digital Development of Russia has announced the introduction of a unified user identifier on digital platforms. The innovation will come into effect on September 1 and is expected to change the audience measurement system.