Europe’s digital advertising market is growing in scale and sophistication, but progress remains uneven. IAB Europe’s new Attitudes to Digital Advertising Report highlights where investment is accelerating, where maturity is strongest, and why clearer measurement and more unified approaches are urgently needed.
The Attitudes to Digital Advertising Report offers a comprehensive snapshot of the European digital advertising market as it continues to grow in scale and sophistication, while still facing structural and operational challenges.
Building on more than a decade of insights from our Attitudes to Programmatic Advertising study, the report broadens its scope to reflect today’s digital landscape across display, video, Connected TV (CTV), and digital audio. The findings show an industry that is maturing and diversifying, but where progress is uneven across channels, formats, and stakeholder groups.
Developed by our Advertising & Media Committee, the study is based on over 170 responses collected between October and November 2025 from advertisers, agencies, publishers, and ad tech companies operating across pan-European, global-with-European-remit, and local market roles in more than 25 European markets.
Key takeaways at a glance:
Download IAB Europe's Attitudes to Digital Advertising Report 2026
