Google Claims Personalized Ads Add €100B to EU Economy, But Is It That Simple?

On May 22, 2025, Google released a report asserting that personalized advertising contributes €100 billion annually in additional sales for EU businesses, supports 570,000 jobs, and adds €25 billion to the region’s GDP. The study, conducted by Implement Consulting Group and commissioned by Google, highlights the economic benefits of targeted ads.

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According to the report, small businesses and startups gain €80 billion in extra revenue each year from personalized ads. Publishers reportedly earn twice as much from personalized advertising compared to contextual ads, generating an estimated €10 billion in revenue. The report also projects that by 2030, generative AI-powered personalized ads could create €250 billion in additional sales for EU businesses, support 1.4 million jobs, and contribute €60 billion to European GDP.

Google emphasizes the need for a simplified and streamlined policy framework that prioritizes innovation while balancing consumer protection. However, critics argue that the report, commissioned by Google, may present a biased perspective. They express concerns about the trade-offs between economic benefits and user privacy, especially in light of ongoing debates over data protection and digital advertising regulations in the EU.