10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
Permission to use a work, trademark, music, software, or image under specified conditions. It may restrict time, territory, media, number of uses, modifications, and the right to sublicense.
Why it matters
Defines exactly what you’re buying: the right to use a work in specific channels, for a specific duration, and in a specific territory. The same music can cost a thousand or a hundred thousand — depending on the scope.
What's missing without it
Exceeding the license scope (e.g., a music track licensed 'for internet' being used on TV) is an instant invitation to pay.
When it is used
When purchasing music, images, fonts, software, or branding; the scope must be defined before use, not after.
How we use it
For a music file in the CMS, the license is recorded as for online advertising in Poland for 12 months.
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.