IAB Europe published a study exploring how European consumers view online advertising, data protection and the trade-offs required to sustain free digital services. The study surveyed 10,500 web users ages 16 and older in 12 European Economic Area nations and found the average European consumer enjoys 212 euros worth of services per month, which is primarily funded through advertising. Sixty percent of survey respondents said they believe a pay-or-consent model is reasonable, given the tradeoffs required.
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