The Data Catalyst Institute provided research support for this report published by the Connected Commerce Council.

In a survey of 1,380 European small business owners and senior decision makers (“SME leaders”), an overwhelming 93% of respondents said that targeted digital advertising is useful for their business right now. 76% said targeted digital ads are valuable and important, and 34% said they are critical to their business. Perhaps reflecting continuing uncertainty about COVID-19 and in person business, SME leaders project even higher adoption and value of digital targeted ads in 2022, with 94% projecting they will be useful, 79% valuable and important, and 35% critical.