Research report: The economic contribution of online advertising in Europe
IHS Markit updated its analysis of the economic contribution that digital advertising as a whole makes to the EU. This provides important context for the analysis of data-driven advertising’s value. This analysis used publicly available data, including Gross Domestic Product (GDP) and employment data. It includes digital advertising’s direct contribution through Gross Value Added, as well as its indirect, induced and wider effects. IHS Markit identified the contribution that digital advertising makes to revenue growth for advertisers, and also explored how different digital industries depend on advertising.
Key findings include: