Proton report puts a dollar value on Gmail users with some accounts worth up to $180,000 a year to advertisers

Proton, the Switzerland-based maker of Proton Mail, published a report estimating the advertising value of Google users by analyzing more than 54,000 demographic profiles using 2025 ad auction data. The average American user generates about $1,605 a year in advertising value with a median of $760, but a 35-to-44-year-old man in Bozeman, MT without children using a desktop generates an estimated $17,929.30 a year while an 18-to-24-year-old father in Fort Smith, AR on Android generates $31.05, and over a decade the most monetized profiles approach $180,000 while the average American represents roughly $16,050. Proton wrote that the top 10% of profiles, made up of heavy desktop users, generate 43% of all advertiser value, and that desktop users are worth 4.9x more than the same person on Android.