Less than 25% of companies in Romania, Poland and Portugal used online advertising in 2023, while the EU average is 32.6%.

In 2023, less than 25% of companies in Romania (22.8%), Poland (23.2%) and Portugal (23.6%) used online advertising, according to Eurostat data. Across the European Union, 32.6% of companies used paid online advertising, with the highest percentages in Malta (60.4%), Finland (49.8%) and Cyprus (49.4%). The most popular methods include analytics of content views (76.8%) and the use of geographic information (44.3%). Behavioral advertising is used by 41.6% of companies investing in online advertising.