Brussels, Belgium, 5th December 2024 - As the new European Commission begins its mandate, IAB Europe congratulates President Ursula von der Leyen and her College of Commissioners on their appointments. This marks a pivotal moment for Europe to consolidate its leadership in fostering an inclusive, innovative, and sustainable digital economy. The digital advertising sector, which provides €97 billion annually to fund diverse content and services for European citizens, stands ready to collaborate with policymakers in addressing shared challenges and unlocking new opportunities.
The coming years will be defined by how effectively Europe implements its extensive digital rulebook while pursuing ambitious goals in innovation and competitiveness. IAB Europe and its members offer the following key priorities to ensure the success of this critical agenda:
The digital economy requires stability and consistency to thrive. We urge the Commission to focus on implementing existing frameworks, such as the Digital Services Act (DSA), GDPR, and the forthcoming AI Act. Clear, predictable guidance will empower businesses to comply effectively while fostering innovation.
IAB Europe has developed tools such as the Transparency & Consent Framework and technical specifications under the DSA to support compliance across the ecosystem. These initiatives demonstrate the potential of industry-driven solutions in reducing administrative burdens, and ensuring the seamless operation of the EU’s single market.
Innovation is the essence of Europe’s digital competitiveness. As the Commission advances its agenda, we must ensure that every policy decision, every new legislative proposal and every regulatory decision is assessed against its contribution to this objective. This means that new proposals including the future Digital Fairness Act (DFA) must be evidence-based, targeted and proportionate to the risks to consumers. Digital advertising relies on a consistent and predictable legislatory framework, as it contributes not only to economic growth but also to empowering European consumers with diverse and affordable digital services.
We call on the Commission to recognize the role of advertising in funding the digital economy and to support risk-based, proportionate rules. To this end, collaboration between policymakers, industry, and researchers will be critical in positioning Europe as a leader in innovation, especially in trustworthy AI.
Fragmentation in the implementation of EU rules continues to hinder the efficiency and innovation potential of Europe’s digital ecosystem. Divergent national interpretations of key regulations, such as the GDPR, have created unnecessary complexity. The Commission must ensure member states adopt ‘single market proof’ mechanisms that uphold consistency and coherence.
This approach will enable businesses, large and small, to invest confidently across Europe, delivering benefits to consumers and supporting economic growth. IAB Europe remains committed to providing expertise and evidence to support streamlined and harmonised regulatory implementation.
No single stakeholder can address the complexities of today’s digital advertising landscape alone. IAB Europe encourages the Commission to engage with the full spectrum of digital advertising industry players—advertisers, agencies, intermediaries, platforms, technology vendors, publishers, and digital service providers—alongside civil society actors and consumer organisations, to shape future policy and better understand the complex digital advertising landscape. Collaborative initiatives have proven effective in tackling shared challenges such as disinformation, intellectual property violations, and ad fraud.
By creating space for industry-led standards and innovation, Europe can lead globally in setting high standards for transparency, safety, and sustainability in digital advertising.
IAB Europe welcomes the new Commission’s ambition to prioritise Europe’s prosperity and competitiveness in the next five years. Our industry stands ready to work hand-in-hand with policymakers to deliver on this ambition.
