EU consumers prefer personal touch: Personalized ads outshine generic, says IAB Europe

A comprehensive new study by IAB Europe in partnership with Kantar Media has found that personalized advertising is not only widely accepted across the EU, but actively preferred by a majority of consumers. The findings challenge the perception that digital personalization is intrusive, instead revealing that relevance is key to engagement in the modern digital ecosystem.

According to the study, 56% of EU consumers prefer personalized ads over random ones, while 53% say fewer personalized ads feel less intrusive than a flood of generic ads. Another 52% expressed a preference for ads tailored to their personal interests rather than those based solely on the content of a website or app.

These insights point to a significant shift in consumer expectations: relevance drives value. For advertisers, this opens the door to more meaningful, impactful interactions with target audiences—especially when personalization is done responsibly and transparently.

The study also highlights a broad public understanding and acceptance of the value exchange that underpins much of the free internet. 59% of respondents said giving consent to use some of their data in exchange for free access to content is a fair trade-off. When informed about the way ad-supported models function, most consumers found them to be reasonable, underscoring a strong base of pragmatic digital literacy among EU users.

This user acceptance is further driven by trust. The report shows that familiarity with a website or platform greatly influences consent to data sharing. Whether visiting a trusted news site, a favorite video platform, or a familiar shopping page, consumers are significantly more comfortable granting permissions when the brand is recognized and reliable.

Beyond preference, personalized advertising plays a critical role in sustaining digital access. The study found that 89% of EU consumers use free email and search engines, while 71% access free news services. Over half of these users would “really miss” these services if they were no longer available for free. Perhaps most strikingly, 59% of respondents believe the loss of ad-supported digital services would be damaging to society.

This signals a clear takeaway for advertisers and policymakers alike: ad-funded models are not only viable—they are vital. Personalized advertising is helping to maintain an open, accessible internet while delivering better user experiences and stronger marketing performance.

In an era where regulatory scrutiny is increasing, the IAB Europe study offers timely evidence that consumers are not only comfortable with personalized advertising—they value it. As the digital ecosystem evolves, aligning user preferences with responsible data practices will be the key to sustaining both trust and access.