IAB Europe AdEx Benchmark 2025 Report

Now in its twentieth year, IAB Europe’s AdEx Benchmark 2025 Report provides the industry’s most comprehensive and harmonised view of digital advertising investment across Europe, bringing together data from 30 national markets.

The 2025 edition reveals that Europe’s digital advertising market grew by 10.5% to reach €131 billion, with growth led by video-led formats and Retail Media.

Key Findings

• Video grew by 19.6% to reach €34.0 billion and now accounts for more than half of all display investment in Europe.
• Social advertising grew by 19.2% to reach €35.5 billion, led by social video, the fastest-growing format in this year’s report.
• Retail Media grew by 16.7% to reach €13.3 billion, passing 10% of total digital ad spend.
• Display advertising grew by 12.5%, while paid search and classifieds grew by 8.8% and 6.5%, respectively.

The full report includes market-by-market breakdowns, format-level growth and analysis of the trends influencing digital advertising investment across Europe.

View the press release here, and download the report below.