Watch this: What EU countries use the most online advertising?

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Watch this: What EU countries use the most online advertising?  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.   READ MORE : http://www.euronews.com/2025/09/10/watch-this-what-eu-countries-use-the-most-online-advertising  Subscribe to our channel. Euronews is available on Dailymotion in 12 languages

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00:00What EU country uses the most online advertising?

00:07Online advertising is used by more than three-fifths of businesses in Malta

00:12and by around half of firms in Finland and Cyprus, according to new data by Eurostat.

00:18However, fewer than a quarter of businesses use online advertising in Romania at 22.8%,

00:25Poland at 23.2% and Portugal at 23.6%.

00:31On average, 32.6% of EU businesses use online advertising in 2024.

00:38Data was nevertheless unavailable for several markets,

00:42including Belgium, Denmark, Estonia, Croatia, Italy, Luxembourg, Austria and Sweden.

00:48Contextual advertising, where companies rely on information from users' views

00:54or keywords was the most common method.

00:57It was used by three-quarters of surveyed business.

01:00Geo-targeting was used by 44.3% of companies.

01:05This technique relies on geographic information such as IP addresses

01:09to deliver advertising based on location.

01:12The third most common method employed by 41.6% of companies was behavioral targeting.

01:19It relies on cookie-collected data from previous online activities

01:24to align advertisements with users' interests and habits.

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