10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
Sales that would not have occurred without the campaign. Measured through an experiment with a control group, not via ad platform reporting.
Why it matters
Ad platforms report conversions that would largely have happened without advertising — especially with remarketing and branded advertising.
What's missing without it
Without incrementality tests, a company pays for capturing customers who were already heading to purchase.
When it is used
Before scaling a channel, when debating the value of remarketing, during budget audits.
How we use it
Turning off branded ads in half the regions for two weeks shows how much sales would have occurred anyway.
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.