Help Define the Future of Social Media Advertising in Europe

Social media investment across Europe is adapting in response to shifting budgets, updated platform standards, greater scrutiny on media quality, and the increasing presence of AI‑generated content.

To better understand what this looks like in practice, we’ve launched The State of Social Media Investment & Media Quality in Europe, a new research survey developed in collaboration with DoubleVerify.

The study is designed to capture how advertisers and media agencies are planning, measuring, and protecting their social media campaigns today, and to identify where the most significant challenges still lie.

Why Your Input Matters

The value of this research depends on the voices behind it. Your perspective will help us build a clearer, more grounded picture of how social media advertising is working across Europe today.

Specifically, the findings will explore:

• How social media budgets are being invested 
• Ongoing challenges around media quality, brand suitability, and verification
• Confidence in measurement, standards, and transparency
• The impact of AI-generated content on brand safety
• The practical realities of running campaigns across multiple European markets

This research is focused on real advertiser and agency experience, not assumptions,which is why participation from across the ecosystem is so important.

Who Should Take Part

We’re looking for responses from advertisers and media agencies, particularly those involved in planning, buying, or overseeing social media campaigns.

• If you work at an advertiser or agency, we’d really value your input
• If not, we encourage you to share the survey with relevant advertiser or agency contacts within your network who would benefit from taking part

The survey takes no more than 10 minutes to complete. As a thank you, participants can also enter a prize draw to win a €250 voucher. Take part in the survey or share it with relevant contacts below.