The Personalized Economy

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

Key findings from the report include:

• Helps Canadian business growth: Personalized ads are securing $ 30 billion in additional revenue for Canadian businesses, contributing $14 billion to GDP and supporting nearly 100,000 jobs.
• Empowers SMBs and startups: Secures $20 billion extra revenue and helps with levelling the playing field. 84% of SMBs say that advertising have helped them acquire new customers . Personalized 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. Personalized advertising enables publishers to earn more, fostering a vibrant ecosystem. Publishers earn twice as much selling personalized compared to contextual, generating an estimated $3 billion in revenue.
• Consumers prefer relevant advertising: Personalized ads help fund online content and ads provide valuable information, aiding purchasing decisions. 73% of Canadian consumers prefer digital ads relevant to their interest over generic, unrelated ads.
• Generative AI and agentic AI will enhance the boost further: By 2030, generative AI and agentic AI-powered ads could create $60 billion in additional revenue for Canadian businesses. This would amount to supporting 200,000 jobs in Canada – and a significant contribution of $30 billion to Canadian GDP