Malta With Most Enterprises In EU Using Paid Internet Ads

Malta has the highest proportion of enterprises in the EU using paid internet advertising, with 60.4% doing so in 2024, according to newly released Eurostat data.

This is well above the EU average of 32.6% and ahead of Finland (49.8%) and Cyprus (49.4%). By contrast, fewer than a quarter of enterprises in Romania (22.8%), Poland (23.2%) and Portugal (23.6%) used such advertising.

Across the EU, the most widely used targeting method among enterprises paying for online ads was contextual advertising, employed by 76.8% of businesses.

This approach uses information from webpage content or keywords in user searches to display relevant adverts.

Geo-targeting, used by 44.3% of advertisers, tailors content based on a user’s location, often in combination with other methods.

Behavioural targeting, adopted by 41.6% of enterprises, relies on data from users’ past online activities to match adverts to their interests. Other targeted advertising methods were used by 45.3% of enterprises.

#MaltaDaily