Advertising is essential to the success of the European digital market. It has a key role in helping fund digital content, services and applications, making them widely available at little or no cost, as well as driving growth in the digital sector.
As Europe is seeking to define a strategy to unleash the potential of digital for growth and jobs, IAB Europe calls upon European institutions to formally recognise digital advertising as a major lever for a successful digital economy.
IAB Europe gathers in this short paper key facts from existing studies, highlighting the various ways in which digital advertising is a key driver for the European digital economy.
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