Research report: The economic value of data-driven advertising

The research agency IHS Markit used interviews with advertisers, publishers and technology companies to help identify the role of data in digital advertising. With its proprietary database of advertising trends and econometric modeling techniques, it predicted the likely impact of the proposed ePrivacy Regulation, which in the current form will effectively to prevent the use of behavioural data for ads.

Key findings include:

  • Digital advertising in the EU generates annual revenues of €41.9 billion, with growth of 12.3% year-on-year
  • Behavioural targeting is used in 66% of all digital advertising and contributes to 90% of digital advertising growth
  • Data-driven advertising is over 500% more effective than advertising without data, and increases the value of advertising units by 300%

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