The European Digital Single Market (DSM) is essentially about removing national barriers to transactions that take place online. On 6 May 2015, the European Commission released its long-awaited Communication on a strategy for a Digital Single Market, establishing digital policy as a cornerstone in the Commission’s 2014-2019 agenda. The plan included a set of targeted actions to be delivered by the Commission by the end of 2016. Digital advertising plays an essential role for the DSM in helping source revenue for digital content, services and applications, making them widely available at little or no cost, as well as driving growth in the digital sector. IAB Europe is committed to ensuring that the European institutions formally recognise digital advertising as a major lever for a successful DSM.