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Europe
Italy
Digital advertising benchmarks, audience data, and channel insights for Italy (IT).
Key Advertising Metrics
CPM
$6.2
CPC
$0.68
CPA
$18
CPV
$0.019
CPL
$25
CPI
$1.4
Market Overview
Ad Spend
$8.2B
YoY Growth
8%
Mobile Share
70%
Market Maturity
Emerging
Currency
EUR
Population
59M
Digital Penetration
Internet87%
Social Media72%
Mobile80%
Smartphone76%
Platform Dominance
Top Platform
Google
Social Dominant
Meta
Search Dominant
Google
Video Dominant
YouTube
Messaging App
WhatsApp
E-Commerce Platform
Amazon IT
Channel Share Breakdown
Programmatic50%
Social42%
Search22%
Display12%
Video15%
CTV3%
Audio2%
Retail Media2%
DOOH2%
Demographics
Median Age
48
Gender Split
50% M / 50% F
Urban
82%
Rural
18%
HH Income (avg)
$5,704
Literacy Rate
99%
Age Brackets
13-175%
18-2414%
25-3420%
35-4422%
45-5418%
55-6414%
65+7%
Performance Benchmarks
Avg CTR
2%
Avg CVR
2.4%
Avg VTR
70%
Engagement Rate
1.3%
Viewability
50%
Brand Safety
50%
Regulation & Privacy
Privacy Framework
EU GDPR
Cookie Status
Strict consent
Ad Tax
2-7% DST
Data Localization
EU adequacy
METRIX — Advertising Intelligence Platform