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.
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Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario*
(in billion euros)
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Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario*
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*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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Statista. (May 27, 2019). Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario* (in billion euros) [Graph]. In Statista. Retrieved June 26, 2025, from https://www.statista.com/statistics/1010536/behavioral-targeting-digital-ad-spend-in-europe/
Statista. "Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario* (in billion euros)." Chart. May 27, 2019. Statista. Accessed June 26, 2025. https://www.statista.com/statistics/1010536/behavioral-targeting-digital-ad-spend-in-europe/
Statista. (2019). Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario* (in billion euros). Statista. Statista Inc.. Accessed: June 26, 2025. https://www.statista.com/statistics/1010536/behavioral-targeting-digital-ad-spend-in-europe/
Statista. "Estimated Digital Ad Spend in Behavioral Targeting Due to Privacy Regulations in Europe in 2020, by Scenario* (in Billion Euros)." Statista, Statista Inc., 27 May 2019, https://www.statista.com/statistics/1010536/behavioral-targeting-digital-ad-spend-in-europe/
Statista, Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario* (in billion euros) Statista, https://www.statista.com/statistics/1010536/behavioral-targeting-digital-ad-spend-in-europe/ (last visited June 26, 2025)
Estimated digital ad spend in behavioral targeting due to privacy regulations in Europe in 2020, by scenario* (in billion euros) [Graph], Statista, May 27, 2019. [Online]. Available: https://www.statista.com/statistics/1010536/behavioral-targeting-digital-ad-spend-in-europe/
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