Digital Advertising and Microbusinesses:
Daily Business Relevance and
a Driver of EU Competitiveness

This event, part of the SME Connect Digital Tools Platform Episodes, will explore how digital advertising supports both the day-to-day operations and long-term success of Europe’s smallest businesses. Microbusinesses, one-person companies, and the self-employed make up the vast majority of enterprises in Europe — especially in consumer-facing sectors. For many of them, digital advertising is not a luxury but a necessity: a key tool for reaching customers, promoting services, and staying competitive in an increasingly digital marketplace.

To ground the discussion in evidence, a new study by the Implement Consulting Group in collaboration with Dr. Antonin Bergeaud from HEC Paris, Commissioned by Google — will be presented, offering data on how micro-entrepreneurs use digital advertising, its economic significance, and its impact on growth and business development.

The event will bring together policymakers and practical users to reflect on the broader role of digital tools within the EU’s digital and economic agenda — through the lens of microbusiness and self-employment. As these actors rely heavily on accessible, cost-effective tools to run and grow their businesses, it is essential that the policy environment keeps pace with their needs and realities.

This exchange aims to provide a grounded, practical perspective on digital competitiveness — highlighting what’s working, where obstacles remain, and how future policy can better support the smallest players in Europe’s economy.