10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A set of rights protecting the creator of a work, such as text, image, music, film, graphic, or software. In production, exploitation rights, duration, territory, and license scope must be specified separately.
Why it matters
Determines ownership of a work and what can legally be done with it. In advertising production, the scope of exploitation rights, duration, and territory directly affect real costs — often more than the production itself.
What's missing without it
Using an image or music without proper rights clearance can result in a demand for payment or campaign removal at peak broadcast.
When it is used
With every creative commission and asset purchase: contracts must specify exploitation rights, duration, and territory.
How we use it
The asset library records the image license, usage period, and channels in which it can be published.
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.