IAB Europe Ad Funding Online Services Report

The internet is now an essential part of modern lives in Europe. It informs us, entertains us, and connects us in ways previously unimagined. Given its integral role and our clear reliance on the services delivered through it, it is only natural that questions arise about how digital services are funded, how companies interact with consumers, and how personal data is handled in the online ecosystem. Because of this, consumer confidence regarding their rights to privacy and agency over their online data is more important than ever. It is not simply a binary choice between privacy and an ad-funded internet. Instead, it's a complex interplay of privacy rights, consumer preferences, and commercial interests. This study will show you how these elements influence one another in various ways.


Key findings
The study highlights that when consumers get a clear idea of the value trade-off between paying for content 
or services and allowing personalisation, the majority are open to this. Consumers desire informed choices, 
trusting sites and brands that they are familiar with more than others. Cookie banner information tends to be 
viewed as insufficient, but with the right details, consumers feel more confident in their decisions. 
It is fundamental that both the industry and regulators understand that the study highlights the 
following consumer insights:

1. There is a clear value to ads - EU consumers heavily utilise free or ad-subsidised online services
2. Consumers opt for tracking when they trust the site and understand the value exchange
3. Consumers’ trust and familiarity with sites influence the decision to consent

Read the whole report and download the infographic below.