10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
The process of negotiating, purchasing, reserving, and optimizing advertising space or airtime across media channels. Includes rates, terms, scheduling, reporting, and settlements.
Why it matters
This is where the real cost of a campaign is determined: negotiated rates, placements, and terms can differ from list prices by several dozen percent. Effective media buying provides a real budget advantage.
What's missing without it
Buying media at list price without negotiation or optimization means overpaying for the same impressions that competitors get at lower cost.
When it is used
With every paid campaign: negotiations, reservations, optimization during the campaign, and settlement after.
How we use it
The team records media orders, broadcast confirmations, and actual campaign costs.
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.