Exploring Digital Advertising’s Role in Europe’s Competitiveness: A CIPL Roundtable Discussion

On March 20, 2025, we had the privilege of participating in the launch of a study by Centre for Information Policy Leadership (CIPL) examining the impact of digital advertising on Europe’s competitiveness, based on research by Public First. Our Senior Advisor, Daniel Dalton, joined industry experts in a roundtable discussion focusing on the economic impact of digital advertising and related policy developments.

The study, which draws on data from 4,000+ SMEs across 13 EU countries and the UK, highlights the crucial role digital advertising plays in supporting small businesses, boosting revenue, and helping them grow into new markets. Key findings include:

• Enhancing Competition – 76% of EU SMEs reported that personalised ads enable them to compete with larger, more established companies.
• Driving Business Growth – 86% of SMEs attributed revenue growth, and 80% gained more customers through digital advertising.
• Expanding Market Reach – 34% of SMEs used digital ads to enter new regions.
• Supporting Publishers – EU publishers generate an average of 34% of their revenue from digital ad space.

This research highlights how digital advertising serves as a key driver of economic opportunity, innovation, and growth – specially for startups and small businesses.

A huge thank you to Lukas Adomavicius and the CIPL team for the warm invitation, giving us the opportunity to bring the startup perspective into this important discussion.