10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
Rules and actions protecting a brand from advertising or collaborating in inappropriate, harmful, or controversial contexts. Includes control over channels, content, creators, and the surrounding environment of publication.
Why it matters
Protects the brand from associations that hurt it: premium ads next to misinformation or extreme content undermine credibility at the brand’s own expense.
What's missing without it
Without context control, automated buying purchases placements wherever they are cheapest — and a screenshot of an ad in a bad context spreads faster than the campaign itself.
When it is used
In programmatic campaigns, selecting creators for partnerships, and setting up exclusion lists.
How we use it
The approval workflow blocks the publication of content or collaboration with creators who do not meet brand criteria.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.