European campaign

For better or worse, much of the internet is driven by advertising revenues. Numerous free services, including messaging services, social media, music, and video sites, are enjoyed by billions of people around the world and generate a substantial if not all of their revenue from ads. However, outside of the US, internet services have historically had more difficulty scaling as international advertising markets are less developed and more fragmented. Recent trends suggest the gap is narrowing. According to the Interactive Advertising Bureau (IAB), the European digital advertising market, after rising 30.5% year on year in 2021 grew 9.8% in 2022. For comparison, according to figures from Magna Global, total advertising worldwide in 2022 grew 6.6% and digital grew 8.9%. The recent growth in Europe brings the total digital advertising market in the region to USD 86 billion.

Source: Interactive Advertising Bureau, May 2023