Personalized Advertising Generates Significant Revenue for EU Businesses

A new economic report has revealed that personalized advertising generates an additional €100 billion in sales each year for EU businesses, resulting in a €25 billion contribution to GDP and supporting 570,000 jobs. The report, which was commissioned by Google and conducted by Implement Consulting Group, can be found here.

The study examines the role of personalized advertising in driving European competitiveness and funding diverse online services for consumers. The findings of the report highlight the importance of personalized advertising for EU businesses.

Key Findings

The report outlines the following key findings:

• Small businesses and start-ups benefit significantly from personalized advertising, earning an extra €80 billion in revenue each year.
• Publishers also benefit from personalized advertising, generating twice as much revenue as they do from contextual advertising, with an estimated €10 billion in revenue.
• By 2030, the use of generative AI-powered personalized advertising could lead to an additional €250 billion in sales for EU businesses, supporting 1,400,000 jobs and contributing €60 billion to European GDP.

To ensure that these economic benefits continue to grow, the report stresses the need for a simplified and streamlined policy framework that balances innovation with consumer protection. This report follows a recent EU survey on personalized advertising and small to medium-sized businesses (SMBs).