among respondents from Belgium, Czechia, Denmark, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Spain, and Sweden
Method of interview
Online survey
Supplementary notes
Original question: "We are now going to show you some of the types of data that could be used by advertisers to provide you with more relevant or personalised adverts when online if you agreed. Please tell us how you feel about the use of each type of data." The survey was conducted in the following 12 European countries: Belgium (1,000 respondents), Czechia (1,000 respondents), Denmark (500 respondents), France (1,000 respondents), Germany (1,000 respondents), Ireland (500 respondents), Italy (1,000 respondents), the Netherlands (1,000 respondents), Norway (500 respondents), Poland (1,000 respondents), Spain (1,000 respondents), Sweden (1,000 respondents).
Citation formats
Consumer attitudes towards the usage of data for personalized online ads Europe 2024
During a November 2024 survey carried out among consumers from 12 European countries, ** percent of respondents stated that they would agree or easily agree to the usage of data regarding products or services they had previously bought online for the purpose of providing them with more relevant or personalized advertising. On the other hand, ** percent said they would not want or emphatically not want such processing.
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IAB Europe, & Kantar Media. (April 30, 2025). Consumer attitudes towards the usage of selected type of data for personalized online advertising in Europe as of November 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1345093/consumer-characteristics-define-target-segments-europe/
IAB Europe, und Kantar Media. "Consumer attitudes towards the usage of selected type of data for personalized online advertising in Europe as of November 2024." Chart. April 30, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1345093/consumer-characteristics-define-target-segments-europe/
IAB Europe, Kantar Media. (2025). Consumer attitudes towards the usage of selected type of data for personalized online advertising in Europe as of November 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1345093/consumer-characteristics-define-target-segments-europe/
IAB Europe, and Kantar Media. "Consumer Attitudes towards The Usage of Selected Type of Data for Personalized Online Advertising in Europe as of November 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Apr 2025, /statistics/1345093/consumer-characteristics-define-target-segments-europe/
IAB Europe & Kantar Media, Consumer attitudes towards the usage of selected type of data for personalized online advertising in Europe as of November 2024 ÌÇÐÄÆƽâ°æ, /statistics/1345093/consumer-characteristics-define-target-segments-europe/ (last visited July 21, 2026)
Consumer attitudes towards the usage of selected type of data for personalized online advertising in Europe as of November 2024 [Graph], IAB Europe, & Kantar Media, April 30, 2025. [Online]. Available: /statistics/1345093/consumer-characteristics-define-target-segments-europe/
