A personal touch

A new economic report by Implement Consulting Group, commissioned by Google, examines how personalised advertising help European businesses to grow and help fund accessible, affordable and diverse online services for consumers.

Key findings from the report include:

• Helps EU business growth: Personalised ads are securing € 100 billion in additional sales for EU businesses, contributing €25 billion to GDP and supporting nearly 600,000 jobs.
• Empowers SMEs and startups: Secures €80 billion extra revenue and helps with levelling the playing field. Nearly 75% of SMEs say they would struggle to find customers without personalised advertising. Personalised advertising is especially valuable to small businesses and startups, as it allows them an inexpensive and efficient advertising venue.
• Critical support to publishers: In a time of rapidly changing market conditions for publishers, they provide a critical revenue stream for publishers. Personalised advertising enables publishers to earn more, fostering a vibrant ecosystem. Publishers earn twice as much selling personalised compared to contextual, generating an estimated €10 billion in revenue.
• Consumers prefer relevant advertising: Personalised ads help fund online content and ads provide valuable information, aiding purchasing decisions. 75% of European consumers prefer the current model of personalised advertising.
• Generative AI will enhance the boost further: By 2030, generative AI-powered ads could create €250 billion in additional sales for EU businesses. This would amount to supporting 1,400,000 jobs in the EU – and a significant contribution of €60 billion to European GDP