Behavioral targeting digital ad spend in Europe in 2020

This graph shows the estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario. The impact of GDPR together with eventual introduction of ePrivacy regulation could affect the investments in tracking of users' online behavior for targeted campaigns. In particular, the most optimistic scenario would cause a decrease to 13.21 billion euros.

Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario* (in billion euros)

Characteristic	Value in billion euros
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Release date

May 2019

More information

Region

Europe

Survey time period

2017

Supplementary notes

*The source adds the following information:
Scenario 1: low impact on market participants with large-scale 1st party data, 50% reduction of ad spend on publishers without sufficient data and scale to differentiate and provide accountability to advertisers. Some reallocation of digital ad spend to large-scale, data-rich market participants and to other media.
Scenario 2: moderate impact on market participants with large-scale 1st party data, 70% reduction of ad spend on publishers without sufficient data and scale to differentiate and provide accountability to advertisers. No reallocation of digital ad spend to other digital market participants, some migration to other media and other regions outside of Europe.
Scenario 3: 10% increase in impact on market participants with large-scale 1st party data, 70% reduction of ad spend on publishers without sufficient data and scale to differentiate and provide accountability to advertisers. Ad spend not reinvested.

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