On average, 32.6% of EU businesses used online advertising in 2024, according to new data by Eurostat. Malta, Finland and Cyprus emerge as biggest users.

According to recent Eurostat data, Malta has the highest proportion of businesses using online advertising in the European Union, with more than three-fifths of companies participating. Finland and Cyprus also report high usage, with around half of their firms engaging in online advertising. In contrast, Romania, Poland, and Portugal have the lowest rates, with fewer than a quarter of businesses utilizing such methods.

On average, 32.6% of EU businesses use online advertising, though data for several countries was not available. The most prevalent form of online advertising is contextual advertising, used by three-quarters of surveyed businesses. Geotargeting and behavioural targeting are also common, employed by 44.3% and 41.6% of companies, respectively.

What EU countries use the most online advertising?

What EU country uses the most online advertising? Online advertising is used by more than three-fifths of businesses in Malta and by around half of firms in Finland and Cyprus, according to new data by Eurostat. However, fewer than a quarter of businesses use online advertising in Romania at 22.8%, Poland at 23.2% and Portugal at 23.6%. On average, 32.6% of EU businesses use online advertising in 2024. Data was nevertheless unavailable for several markets, including Belgium, Denmark, Estonia, Croatia, Italy, Luxembourg, Austria and Sweden. Contextual advertising, where companies rely on information from users' views or keywords, was the most common method. It was used by three-quarters of surveyed businesses. Geotargeting was used by 44.3% of companies. This technique relies on geographic information such as IP addresses to deliver advertising based on location. The third most common method, employed by 41.6% of companies, was behavioural targeting. It relies on cookie-collected data from previous online activities to align advertisements with users' interests and habits.

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