68% of European internet users say they would never pay for news content online – even if no free content were available
83% prefer free content with advertising to being required to pay
92% say they would significantly reduce their internet use if asked to pay for content
69% are willing for browsing data to be used in advertising, in order to access free content
Digital advertising in the EU generates annual revenues of €41.9 billion, with growth of 12.3% year-on-year
Behavioural targeting is used in 66% of all digital advertising and contributes to 90% of digital advertising growth
Data-driven advertising is over 500% more effective than advertising without data, and increases the value of advertising units by 300%
A balanced estimate sees the digital advertising market losing nearly half its value if behavioural data were no longer used
Digital advertising is the single largest advertising medium in Europe, representing 37.2% of all advertising revenue
In total, digital advertising adds €526 billion to the EU economy each year
6 million jobs in the EU are supported in some form by digital advertising
Automation and the use of data in advertising is growing the number and diversity of the jobs it provides
Online advertising represents 81.5% of publisher revenues in the EU, and 51.9% of the revenues for online video platforms
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