Ceci est une version HTML d'une pièce jointe de la demande d'accès à l'information 'Adtech lobby for the ePrivacy Regulation'.



Ref. Ares(2018)6600682 - 20/12/2018

o  UK: 70% of all display advertising is programmatic advertising, 75% in the 
mobile sector.5 
o  Germany: 32% of display advertising is programmatic. With 45% year over 
year growth.6 
•  In 2016 more than 90% of surveyed advertisers, media agencies and publishers 
reported to be deploying programmatic advertising.7 78% of those surveyed stated 
that efficiency is their reason for investing in behavioral targeting. 
o  This means that advertisers would not revert to less effective non-targeted 
ad products should regulation negatively impact targeting efficiencies. 
Instead, spending would concentrate with the few players who can offer 
the best targeting in the tougher regulatory environment. 
 
 
NO WILLINGNESS TO PAY FOR CONTENT 
•  Reuters Institute Digital News Report 2016 surveyed of over 50,000 online news 
consumers in 26 countries and found that most consumers are still reluctant to 
pay for general news online. 
•  In fact, only 9% respondents average have paid anything at all for online news in 
the last year.8 
•  Another 2016 study investigating reasons for ad blocking, respondents were also 
asked how they thought websites should cover their costs. Again only 9% of 
respondents claimed they would be willing to pay for content. The clear majority 
(68%) 
stated that they prefer advertising to cover cost.9 
o  A UK study showed that 61% of ad block users preferred to access content 
for free and have ads present than pay to access content. Only 4% stated 
they would be happy to pay to access content online without 
advertisements.10 
o  A Dutch study showed that 69% ad block users understood that advertising 
funds free content. However, only 2% stated that they would be willing to 
pay for content.11 
                                                        
5 https://www.emarketer.com/Article/Programmatic-Will-Account-Three-Quarters-of-UK-Digital-Display-Market-Next-
Year/1014475?ecid=MX1086 
6 https://www.emarketer.com/Article/Germanys-Programmatic-Ad-Spending-Leap-45-2016/1014074 
7 http://www.iabeurope.eu/wp-content/uploads/2016/07/IAB-Europe-Attitudes-towards-Programmatic-Advertising-
report_June-2016-v3.pdf 
8 http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf 
9 https://research.hubspot.com/reports/why-people-block-ads-and-what-it-means-for-marketers-and-advertisers 
10 https://www.iabuk.net/about/press/archive/new-iab-uk-research-reveals-latest-ad-blocking-levels 
11 http://iab.nl/kennisbank/onderzoek-toont-grootste-irritaties-bij-internetadvertenties/