Exploring the Shifts and Consequences of Digital Marketing Across European Union Platforms
On November 2, 2021, a panel discussion was hosted by the Center for Data Innovation, aiming to shed light on the importance of targeted online ads in Europe's economy and digital strategy. The discussion, live-streamed on the Center's Twitter account (@DataInnovation), was moderated by Benjamin Mueller, Senior Policy Analyst at the Center.
The panel, which included experts such as Greg Mroczkowski, Director of Public Policy at IAB Europe, Agata Boutanos from the Union of Entrepreneurs & Employers, David Osimo from The Lisbon Council, Konrad Shek from the Advertising Association, and Enrico Girotto from the Federation of European Data & Marketing, emphasised the significant role of targeted online advertising in Europe’s economy and digital strategy.
Targeted advertising is seen as a key driver of digital innovation and economic growth, providing several benefits. It funds free digital services and content that users rely on across Europe, supports innovation in digital technologies, drives economic impact by helping advertisers reach the right audience effectively, and aligns with Europe’s digital strategy goals by balancing personalization with privacy and data protection requirements under European regulations.
The panel also stressed the importance of responsible data use and compliance with privacy laws like the GDPR to maintain user trust while enabling sophisticated targeting and measurement techniques. This includes leveraging first-party data and innovative consent management technologies to improve targeting accuracy and respect user privacy.
Despite its benefits, some policymakers have called for an outright ban on targeted online ads. However, the panelists argued that such a move could harm Europe’s digital economy and strategic vision. Instead, they advocated for a policy approach that fosters a robust, privacy-aware digital ecosystem that fuels growth, innovation, and competitiveness within the region.
The panel discussion was part of Europe's efforts to define its policy strategy for the Digital Decade. Participants were encouraged to join the discussion on Twitter using the hashtag #ourwebsite. The event served as a timely reminder of the crucial role targeted online advertising plays in Europe’s digital economy and strategic vision.
[1] Source: Center for Data Innovation's website [4] Source: Center for Data Innovation's website
- The panelists during the Center for Data Innovation's discussion agreed that targeted online advertising plays a significant role in Europe's digital transformation, serving as a key driver of innovation, economic growth, and alignment with digital strategy goals, while balancing personalization with privacy and data protection requirements.
- In the panel, experts emphasized the importance of responsible data use and compliance with privacy laws like the GDPR to maintain user trust and enable sophisticated targeting and measurement techniques, such as leveraging first-party data and innovative consent management technologies.
- The panel advocated for a policy approach that fosters a robust, privacy-aware digital ecosystem in Europe, which could fuel growth, innovation, and competitiveness, rather than considering a ban on targeted online ads, arguing that such a move could harm the digital economy and strategic vision of the region.
