it's a friedel-craft acylation with the triethyl orthoformate
being a formyl synthon. the AlCl3 is a Lewis acid, it coordinates
the ethoxy group, which is kicked off by the adjacent oxygen. The
ferrocene then is the nucleophile and the rest of the reaction is a
standard electrophilic aromatic substitution leaving the formyl
oxonium, which is quenched to the formyl on work-up.
i think that's how it goes anyway, i haven't read the paper.