Interestingly, comScore research reveals that their digital preferences do contain traditional leanings, particularly when it comes to their media choices, with powerful implications for both media owners and brands wishing to target this audience.
Some key findings:
MMX Multi-Platform can help you understand your target audience size and engagement across devices. All of these metrics can be compared across digital media platforms and used to understand incremental or complementary activity coming from each platform. To understand what else you can – and should – learn from comScore's MMX Multi-Platform data request a demo or contact comScore.
Read the original article here.
Brussels, 27 September 2016 – As mobile takes centre stage, advertisers are taking advantage of its growth to engage with key audiences, the second IAB Europe Advertiser Mobile Audit reveals. More than 80% of the top retail and finance advertisers have a mobile optimised site and over half use responsive web design.
Based on an audit of over 500 advertiser sites, the insights in the report aim to inspire brand advertisers to develop their mobile understanding and presence further in the context of a mobile first consumer environment.
Mobile now accounts for a quarter of all European display ad spend, approaching 50% in most advanced markets and whilst the audit indicates that mobile is becoming an integral part of advertiser strategy it also highlights that there is opportunity to extend mobile marketing strategies. App development, such as e-commerce in the case of retail brands and branch locator in the case of finance brands is still limited in some markets.
Key findings of the research:
IAB Europe collaborated with seven national IABs in Europe (BVDW / IAB Germany, IAB Ireland, IAB Netherlands, IAB Poland, IAB Serbia, IAB Spain and IAB Turkey) to audit the top media spending retail and finance advertisers in the local markets. Mobile is a key priority for IAB Europe and it aims to drive the uptake of mobile brand advertising through its recommendations, research and insights.
Ben Rickard, Head of Mobile EMEA, MEC said “We live in a mobile first environment so it is great to see that brands are developing their mobile strategies across web and apps. Mobile display experienced more than 60% growth in 2015, which goes to show its importance to advertisers as they look to engage with their best audiences.”
Download the Advertiser Mobile Audit report here.
For more information, please contact:
Marie-Clare Puffett – puffett@iabeurope.eu
Methodology
About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations.
As mobile takes centre stage, advertisers are taking advantage of its growth to engage with key audiences, the second IAB Europe Advertiser Mobile Audit reveals. More than 80% of the top retail and finance advertisers have a mobile optimised site and over half use responsive web design.
Based on an audit of over 500 advertiser sites, the insights in the report aim to inspire brand advertisers to develop their mobile understanding and presence further in the context of a mobile first consumer environment.
Mobile now accounts for a quarter of all European display ad spend, approaching 50% in most advanced markets and whilst the audit indicates that mobile is becoming an integral part of advertiser strategy it also highlights that there is opportunity to extend mobile marketing strategies. App development, such as e-commerce in the case of retail brands and branch locator in the case of finance brands is still limited in some markets.
Download the report here.
The last few years have seen fierce competition for the Social Media crown. New and upcoming entities have emerged in the market, tackling digital networking in different ways. However, among the Millennials in the UK, one of the largest demographics and the first “digital natives”, no other provider has been able to undermine Facebook’s dominance.
The multi-platform reach of Social Media sites among UK Millennials in July 2016 was 97.6%, the highest in Europe. Analysing such a mature market helps build a comprehensive picture of 18–34s’ digital networking habits.
Some key findings:
MMX and Mobile Metrix can help you understand your target audience and their level of engagement. These metrics can be used to understand how your audience is consuming content, and how that compares to your competitors.
Read the original article here.
The webinar offers insight into the results of the AdEx Benchmark 2015 report including trends, formats and cross-market comparisons.
If you have missed it live, here's your chance to get a detailed look at some of the key milestones of the last ten years culminating in this year’s market value of €36.4bn surpassing the €33.3bn European TV market for the first time.
Watch it here.
At dmexco last week IAB Europe published its third annual European Programmatic market sizing report which showed that the total programmatic display advertising market in Europe jumped 70.3% from €3.4bn in 2014 to €5.7bn in 2015.
So in a period of exponential growth we explored programmatic further with a panel of experts and have subsequently asked our members for their thoughts on the evolution of the programmatic discussion at dmexco. Below is a summary of the dmexco panel followed by thoughts from our members.
IAB Europe dmexco panel: Programmatic advertising in Europe: Spend, strategies and models for the future
Alison Fennah, Executive Business Advisor, IAB Europe moderated a panel and was joined by:
The panel opened by agreed that the programmatic world is exciting and that marketers and publishers are closing the knowledge gap and realising its potential. For example, David noted that the BBC has driven growth by making their premium inventory available for multiple buyers to access. Programmatic was also discussed as part of the solution to ensure digital advertising investment continues to grow.
For agencies PMP deals are becoming prominent as they shift away from RTB into direct relationships with publishers executed via automation. Alex noted that this is driven by an effort to ensure quality advertising environments for advertisers.
As programmatic matures Gerhard notes that advertisers now understand there is a lot of value in programmatic and whilst still working closely with their agencies, programmatic provides opportunity for control of using first party data. The key challenge for advertisers is to bring it all together and the next phase will be in deciding which operating model is appropriate.
However challenges were also discussed including acquiring the right skills, array of vendor solutions, technology investment. The panel agreed that whilst industry education initiatives are important to increase understanding that stakeholder self-education is also important, e.g. through online courses, attending conferences etc.
Ben Geach, Director of Technology Services, EMEA at Turn
We’re in the midst of tremendous growth within the programmatic market across Europe, however, highlighted by the plethora of vendors and overwhelmed marketers I met at dmexco, it’s clear that this growth comes with confusion for many.
The original goal of programmatic was to buy and sell ads more efficiently, not specifically to learn more about customers. Now, marketers find it’s imperative to not only get their ads in front of the right users, but to unlock the power of audience based insights and data. This is the only way that brands can have real two-way conversations with consumers. Turn calls this the ‘what works machine’, which at the core is a data management platform/analytics insight tool with a demand side platform to activate across the customer decision journey.
Amit Kotecha, Marketing Director EMEA at Quantcast
This year at dmexco, there was a positive buzz around digital brand advertising. The conversation has evolved from being just about delivery and targeting, to being much more about measurement and success metrics. As an industry we need to be ensuring that we rethink what a successful campaign looks like. If we keep focusing on metrics that drive last-touch/click results only, we may see success in the short term but miss the impact that digital is having on the long-term.
Ben Pheloung, Head of Demand at PulsePoint
The Header Bidding wave that has swept through the US and UK this year looks set to continue, as we are now starting to see it carry into Germany and the other more programmatically developed European markets. This year's dmexco felt really upbeat and positive, despite some of the challenges that our industry faces, such as ad blocking, new EU privacy legislation and, lest we forget, Brexit. It was exciting to hear what our industry is buzzing about - from new tech innovations like header bidding to how to make better advertising.
Nigel Gilbert, VP Strategic Development EMEA at AppNexus
The rise of programmatic has been meteoric. Its ubiquitous place at dmexco this year illustrates that its application has gone beyond the tipping point. This means it’s time to start thinking not about how we apply programmatic, but to how we build on its momentum, and to begin transitioning to the programmable age.
As the market matures, it is incumbent upon our industry to remain agile in adapting this technology to new segments like AR, VR, mobile and digital video, as well as tackling the ad blocking crisis through creative, relevant ads that users want to see. Brands and marketers now need to counter the challenges facing the ad industry by combining unique data points, with customisable technology to help advertisers deliver real, measurable results. This means ushering in a new era of highly personalised, programmable marketing with adaptive data that creates a fluid and relevant user experience.
Phillip Hayman, Head of Technical Services, Sales Engineering at Integral Ad Science
The number of clients using programmatic solutions has risen exponentially since early 2015. The utilisation of viewability and anti-fraud targeting segments represents the largest area of growth, with the majority of clients choosing to mitigate fraud risk using pre-bid validation.
Today, there is greater innovation in mobile and video in the programmatic space, as brands and agencies now expect the same controls and solutions to be transposed from display. While this expectation has posed a more complex challenge to the advertising industry over the last 18 months, grey areas such as in-app brand safety and video viewability are just starting to be addressed.
The dialogue around programmatic has become less around what is missing and holding us back, to something altogether more positive and focused on what can be achieved with the multi-channel tools at hand.
Joy Dean Director Partnerships, Western Europe and UK, Widespace
At this year’s dmexco, programmatic trends were of course the focus, however most talks were quite general or top level conversations and heavy on desktop metrics. No real talk of branded programmatic and the appropriate metrics of use to correlate between engagement and conversion nor how this could scale successfully.
As DMEXCO is a global event, it was surprising that there wasn’t more focus on these specific topics with global best practice cases around what’s working or not in the programmatic mobile brand space nor how it’s advancing branding metrics over performance.
Once hygiene factors such as viewability, ad blocking, brand safety and actual humans seeing the ads are sorted and standard, the conversation opens up to more exciting and useful topics such as creativity and branding metrics at scale.
Sadly the conversation was lacking.
Mobile display continues to outpace search and grew by an exponential 92.6% to €19 billion ($26 billion)
Brussels, 22 September 2016 – IAB Europe and IHS revealed their global figures for mobile advertising revenue today. The figures show that mobile advertising growth continues to accelerate and increased 68.2% to €37bn ($49bn) in 2015 from €22bn ($29bn) in 2014, driven by a mobile first consumer world and improving marketing technologies.
Mobile display continues to drive investment with the highest growth at 92.6%, whilst mobile search lagged behind, up 51.8%. Messaging grew by 20%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms.
In 2015, display accounts for over half of all mobile spend globally with a 52.3% share at €19bn ($26bn) and search takes a 42.8% share at €16bn ($21bn). Messaging’s share continues to decline with a 5% share at €2bn ($2.4bn).
The share by region of the global figure of €37bn ($49bn) for 2015 is:
Growth year-over-year was led by APAC, which saw a 69% leap in 2015. All regions excluding Middle East and Africa grew by over 50%:
Townsend Feehan, CEO of IAB Europe said: “The Global Mobile Advertising revenue numbers demonstrate that the channel is a key driver in the evolution of digital advertising and the growth of display confirms the importance of mobile for brand advertisers to reach their consumers. It is key for advertisers, agencies and publishers to have a cohesive view of the customer journey and mobile is playing an increasing role in that.”
"These global figures reflect brands' recognition that mobile is a critical platform for reaching today's consumers," said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. "We've experienced skyrocketing growth for mobile advertising in the U.S. - a 66 percent upswing year-over-year from 2014 to 2015 - and considering the small screen's power to reach audiences, it is unsurprising to see an upward trajectory the world over."
“The research shows that mobile is becoming the key channel for advertisers to reach their consumers and continues to evolve the online advertising market. These numbers have been underpinned by the industry coming together to collaborate and create improvements to mobile advertising infrastructure”, said Daniel Knapp, Senior Director Advertising Research, IHS. “Access to improvements in technology, measurement and creatives are helping advertisers use mobile as a channel for brand advertising.”
For more information, please contact:
Alison Fennah, Executive Business Advisor, IAB Europe (fennah@iabeurope.eu)
About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. The online advertising Industry is estimated to account for over a million jobs in Europe and contribute over EUR 100 billion to European GDP, and acts as an incubator of high-end data analytics and other digital skills that can then be deployed in the wider economy.
The figures in the latest IAB Europe - IHS report show that mobile advertising growth continues to accelerate and increased 68.2% to €37bn ($49bn) in 2015 from €22bn ($29bn) in 2014, driven by a mobile first consumer world and improving marketing technologies.
Mobile display continues to drive investment with the highest growth at 92.6%, whilst mobile search lagged behind, up 51.8%. Messaging grew by 20%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms.
In 2015, display accounts for over half of all mobile spend globally with a 52.3% share at €19bn ($26bn) and search takes a 42.8% share at €16bn ($21bn). Messaging’s share continues to decline with a 5% share at €2bn ($2.4bn).
The share by region of the global figure of €37bn ($49bn) for 2015 is:
Growth year-over-year was led by APAC, which saw a 69% leap in 2015. All regions excluding Middle East and Africa grew by over 50%:
Middle East and Africa – 37%
You can download the report below by registering.
London, 21st September 2016 - As customer journeys become increasingly complex and fast-paced, it’s imperative for marketers to understand the effectiveness of their campaigns and how each channel contributes to the end conversion. It’s encouraging then that almost four in five (79%) organisations are using marketing attribution, according to research published today by Econsultancy in partnership with AdRoll, a full funnel performance marketing platform.
Key findings from the report include:
The State of Marketing Attribution report, based on a survey of both brands and agencies in the UK, France and Germany, explores current adoption levels and types of strategies organisations are using. The study evaluates the tools and processes employed as well as the potential barriers to its effective use.
The research found that less than a third (31%) of those carrying out marketing attribution do so on the majority of, or all, their campaigns and analyse the results. In this context, the vast amount of data generated by customer actions is seen as both a driver and an inhibitor. While the vast majority of organisations claim that the rise of big data has increased the focus on attribution, this growing volume of data is likely putting more pressure on marketers.
Organisations are lagging behind when it comes to more complex attribution models, with nearly half (48%) still using last-click models. More worryingly, a similar proportion (47%) use first-click, a less intuitive form of attribution. While algorithmic and custom attribution feature among the most effective models (96% and 89% respectively claim they are ‘very’ or ‘somewhat’ effective), less than a quarter (23%) of responding organisations use these methods.
Around half (51%) of client-side marketers choose ‘off-the-shelf’ vendor technology for marketing attribution, while 44% opt for custom-built technology. Over two-fifths (42%) are still resorting to manual attribution with the use of spreadsheet data.
When asked about areas with the biggest issues and gaps, creating a culture of measurement and accuracy (59%), campaign tracking/tagging (56%) and data validation/normalisation (56%) were cited as top-three challenges.
Effective marketing attribution relies on clean data, accurate modelling and skilled analysts that can convert the output into insights and action. The latter is a key stumbling block according to this research, as almost 60% of respondents said that they don’t action the insights they get from attribution.
Econsultancy Research Director, Jim Clark, said: “The sophistication of modern tools means that marketers have the potential to track users much more effectively. But rising numbers of consumer touchpoints – online and offline – makes it challenging to keep up with audiences. This research provides insight into how organisations can master such a complex and fast-moving environment – from partnering with the right vendor to ensuring the correct skills are in place. Arguably these strategies are crucial in order to engage with consumers today, who increasingly expect to be treated as individuals and remembered.”
AdRoll MD Marius Smyth, said: “Attribution continues to be huge area of focus for brands and agencies alike. What we’ve tried to do through this research is get a sense of where marketing is with attribution, shine a light on the issues and challenges facing this discipline, and deliver actionable insights for organisations, whether they are implementing or optimising attribution modelling.”
Other findings from the report include:
Get this report:
The full report is available on the AdRoll website here or by visiting www.adroll.com.SOMA.
For more information about this report or for press enquiries contact:
Anahid Basmajjian, Brand Marketing Senior Manager EMEA, AdRoll, anahid AT adroll.com
Tel: +44 20 7151 4856
About AdRoll:
AdRoll is a leading performance marketing platform with over 25,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world's largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion deterministic user profiles. AdRoll’s goal is to build the most powerful marketing platform through performance, usability, and openness. AdRoll is headquartered in San Francisco, with offices in New York, Tokyo, London, Dublin, and Sydney. Learn more at www.adroll.com.
Online advertising is essential to the success of the European digital market. It has a key role in helping fund digital content, online services and web applications, making them widely available at little or no cost, as well as driving growth in the digital sector. It is also fundamental to the European digital economy that promotes business and economic growth, and paves the way for broader digital innovation.
Discover and Download the infographic HERE.
Coalition for Better Ads Will Use Research, Advocacy to Develop and Implement New Standards
COLOGNE, GERMANY (dmexco) - September 15, 2016 - Leading international trade associations and companies involved in online media are joining forces to improve consumers’ experience with online advertising. The Coalition for Better Ads will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising.
"Advertising funds the diversity of information, entertainment, and services on the free Internet, but that doesn't give business a license to abuse the good will of consumers," said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau (IAB), one of the Coalition members who announced the initiative at dmexco, the global conference for digital marketers. “It is essential that industry create standards to assure that consumers get safe, fast, secure delivery of the sites and services they love."
“The breadth of this Coalition emphasizes our belief that a unified, industry-wide effort will drive the change consumers want,” said Oliver von Wersch, BVDW Germany and Managing Director at the digital division of Gruner+Jahr, a leading publishing house in Europe and a subsidiary company of Bertelsmann. “This collaborative effort reflects the commitment of the online advertising community to improve the advertising experience for Internet users worldwide.”
“Advertising has been the economic driver of the explosive growth of the Internet and mobile media. To assure that advertising fulfills this critical role, the digital marketplace needs continually to be strengthened. Leading brands develop a deep understanding of consumer needs and work to meet them,” said Bob Liodice, CEO of ANA. “The Coalition for Better Ads will utilize a similar approach that translates consumer insights into positive action.”
“Our members recognize that there is room for improvement with the current consumer online advertising experience, as indicated in part by the emergence of ad blocking,” said Nancy Hill, President and CEO, American Association of Advertising Agencies (4A’s). “Now is the time for advertising professionals and marketers to look at ourselves to understand why consumers are not responding to these types of ads, and figure out how we can correct the issue to better engage with the consumers we’re trying to reach.”
The Coalition will focus on several initiatives in the coming months:
The Coalition will draw upon consumer research in shaping the standards.
“The initiative will draw on the work its members have been doing on this issue, including the efforts of IAB Europe, IAB France, IAB UK and other European national IABs to develop a Charter on Digital Advertising Best Practice,” said Townsend Feehan, CEO of IAB Europe. “This broad Coalition provides the opportunity for our industry to unite behind a common effort with the potential to drive change globally.”
“The Coalition for Better Ads will work across the advertising industry with a goal to improve the advertising experience for users,” said Stu Ingis, an attorney at Venable who represents the Coalition. “The advertising industry’s commitment to the development and promotion of standards will benefit consumers through supporting quality content on the Internet for years to come.”
“The relationship between marketers and consumers is based on truth, results, trust and two-way communication,” said Thomas Benton, CEO of DMA. “As the Internet evolves, our industry must also evolve, and as a leader of the industry’s consumer preferences and self-regulatory programs for over 60 years – both of which are grounded in respecting consumers’ choices, DMA is pleased to expand its commitment in helping the industry keep pace with consumers’ expectations while continuing to foster the data and marketing innovation that delivers even greater value and benefits to consumers.”
“When consumers have a negative experience with ads on a site, it impacts the entire Internet ecosystem – publishers, advertising technology companies, agencies, and advertisers,” said Leigh Freund, President and CEO, Network Advertising Initiative (NAI) “Therefore, it is essential that our industry comes together to solve this problem in a structured way that puts the experience of the consumer front and center and holds the industry accountable for that experience.”
"As news organizations that provide high-quality and trusted content across all digital and mobile platforms, we look forward to working with our partners in this Coalition to make sure that ads around our content are of high-quality and in line with our customers' preferences,” said David Chavern, President and CEO, News Media Alliance.
“Ads support free content, quality journalism and enable social connections across the Internet,” said Stephan Loerke, CEO of the World Federation of Advertisers. “But people are telling us they are fed up with how ads are being delivered on their favourite sites. We hear that message loud and clear. Today’s announcement is an important step forward in shaping a worldwide response.”
Founding members and supporters of the Coalition, in alphabetical order, include the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), BVDW Germany, DMA, European Publishers Council, Google, GroupM, IAB, IAB Europe, IAB Tech Lab, as well as additional national and regional IABs, Network Advertising Initiative (NAI), News Media Alliance, Procter & Gamble, Unilever, The Washington Post, and World Federation of Advertisers (WFA). Companies and trade associations that wish to join the Coalition can learn more at www.betterads.org.
Contacts:
Brendan McCormick
70 Douglass Communications
brendan@70douglass.com
917-972-9439
At dmexco:
Tim Sausen
BVDW Germany
sausen@bvdw.org
+49 160 3599882
Mobile display traded programmatically more than any other format
Cologne, 14 September 2016 – At dmexco today, IAB Europe announced that the total programmatic display advertising market in Europe jumped 70.3% from €3.4bn in 2014 to €5.7bn in 2015.
The report reveals that mobile programmatic grew by an exponential 165% in Europe largely driven by the growth in social media advertising and mobile display is the “most” programmatic format in 2015 with 45% of mobile display traded programmatically. Programmatic video grew by 95% in 2015 and now accounts for almost a quarter of online video ad spend.
The European Programmatic Market Sizing research is produced by IAB Europe and IHS, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark report, the definitive guide to the state of the European online advertising market. This year the research also provides a market by market breakdown for 8 key European markets, these breakdown numbers will be published after dmexco.
David Goddard, Global Head of Programmatic Trading at the BBC said: “It is fantastic to see yet another year of significant growth in Europe’s programmatic revenue. Programmatic direct has been a major contributor to the growth, indicating that brands increasingly consider the editorial environment for their ads is just as important as reaching the individual.”
Gerhard Louw, Senior Manager, International Media Management & Digital Transformation at Deutsche Telekom said: “Programmatic media buying is growing rapidly in Europe and cannot be ignored any longer by Advertisers. My best advice is to start small and continue to test. Programmatic is, in the first place all about automation and exploring and using the potential of data, the “new gold” in marketing. The WFA guide to Programmatic Media, published in 2014, is still 100% relevant and defines what every Advertiser should know about media markets.”
Jana Eisenstein, EMEA MD at Videology said: “While year-on-year growth of 36% in online video revenues is an encouraging marker for the increased confidence that advertisers now place in online video as a legitimate marketing channel, the more meaningful development is the doubling of video revenue executed programmatically for the same time period. There is some considerable headroom for programmatic video growth, till it achieves parity with display and mobile, but with programmatic approaching the 50% of revenue threshold in both these formats, we are entering the era of normalised programmatic for all digital media, irrespective of device or media' and we will continue to see very strong growth in topline digital video revenue and a continued acceleration of programmatic video revenue through 2016 and beyond.”
Oliver Gertz, Managing Director Interaction EMEA and Programmatic Lead Global Clients, MediaCom said: “The growth of programmmatic across Europe shows that adoption goes beyond direct response marketers. Advertisers are increasingly seeing how programmatic gives them more control on inventory quality, viewabiliy and impact.”
Daniel Knapp, Senior Director Advertising Research at IHS said: “The research shows that programmatic is rapidly becoming the new default through which advertising is bought and sold. Over the past years, we have witnessed a complete rearchitecting of the digital advertising ecosystem on the principles of data and algorithmic infrastructures, and these are now being monetised. Programmatic has itself evolved from the auctioning of remnant inventory to attracting brand advertising and making inroads into new trends such as native advertising. Yet despite the optimistic picture painted by the numbers, a discrepancy remains between programmatic promise and practice. The programmatic skills gap among advertisers and publishers alike remains high. Access to data and their analysis creates new winners and losers. And programmatic alone is not a silver bullet to fix all marketing challenges, but requires a more systematic reconciliation of data-driven and creative-lead approaches. The Programmatic world remains exciting.”
For more information, please contact:
Alison Fennah, IAB Europe (fennah@iabeurope.eu)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. The online advertising Industry is estimated to account for over a million jobs in Europe and contribute over EUR 100 billion to European GDP, and acts as an incubator of high-end data analytics and other digital skills that can then be deployed in the wider economy.
