INSTITUTE OF ECONOMIC AND SOCIAL STUDIES

In 2020, IAB Europe conducted a survey asking Europeans what version of the Internet they would prefer: with no targeted ads but with mostly paid content, or today's model with mostly free content but with targeted ads. The vast majority of 75% refused to pay for online content. However, the version with paid content would become reality if targeted advertising, which “finances” the internet "for free", got restricted or banned. This may happen as a result of the work of some Members of the European Parliament.