8. Potential economic impact internet advertising
• Advertising expenditure on the rise (11.5% in 2012) (IAB Europe
AdEx)
• Macro economic impact of advertising in creating growth for G20
(McKinsey)
• Digital advertising in Europe generating EUR 69bn in consumer
surplus (McKinsey)
• EU: unexploited online jobs potential of 400,000 – 1.5 m (Vlerick
Management School)
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10. Potential legislative impact on internet advertising
• Yesterday: no personal data needed
– Structure business accordingly (no personal data processing) and be out of scope
of legislation
• Today: reality check & wake up call
• E-Privacy Directive (adopted): introducing consent for cookies
– What is consent? UK solution?
• Data Protection Review (in process): regulating entire online sector
– All data = personal data, i.e. all online activity regulated
– Classic tracking = profiling and profiling being evil and almost impossible
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11. What do we need?
• Economic stability
• Support for entrepreneurs in digital & skills promotion
• Sector engagement on privacy & other consumer issues
– Not an IAB member? Join us: www.iabeurope.eu
• Solid legislative framework
• Some luck (economic uptake)
• Some …good politicians
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