According to IAB Europe, the European digital advertising market grew by 11.1 percent in 2023, reaching €96.9 billion. This represents a significant increase compared to other international markets. In Serbia, AdEx recorded a 27.6 percent growth in digital advertising investments, while Croatia saw a 17.2 percent increase. The share of display advertising in the European digital advertising market continues to grow, with nearly a 13 percent annual increase. In Serbia, annual growth exceeded 26.8 percent, while in Croatia it reached 20.3 percent.