AdFusion examines the programmatic market in Poland

By analysing the Polish programmatic market, AdFusion has explored key areas of development and the challenges shaping this rapidly evolving advertising ecosystem. A study conducted among media agency representatives and publishers has provided a detailed comparison of the current state of the industry with historical data, painting a picture of future trends in programmatic advertising.

Third-party data remains dominant in marketing strategies

The report finds that third-party data continues to be the most important source of information in programmatic campaigns. Nearly 80% of respondents use such data frequently or very frequently, making it a cornerstone of marketing strategies, despite the anticipated restrictions related to cookies.

Contextual data also plays a significant role, with more than half of respondents (58%) stating that they use it, making it the second most commonly applied method. The ability to precisely reach audiences without compromising privacy suggests that contextual targeting may gain even greater importance in the future.

First-party data ranks third in terms of frequency of use, with nearly 40% of respondents utilising their own data regularly and 9% doing so very often. Other advertising identifiers, however, currently play a marginal role, with one in five respondents stating that they have never used them.

"The market is striving to make the most of third-party data while it is still available, while also preparing for the possibility of its loss. The industry appears to be at a transitional stage—first-party databases are still being built, and contextual data, although offering less depth, is becoming increasingly valuable due to its compliance with privacy regulations," explains Tomasz Kąkol.

Traffic quality and brand safety – key areas for improvement

Media agency representatives and publishers were also asked about the features they feel are lacking in the programmatic platforms they use. The findings of AdFusion’s study indicate that traffic quality and brand safety remain key areas in need of improvement, cited by 41% and 24% of marketers, respectively. This highlights the advertising industry’s growing focus on ensuring that ads not only reach the right audiences but also appear in safe and brand-supportive environments.

"We see that programmatic platforms are responding to clients’ needs by developing their products," notes an industry expert. "While complaints regarding traffic quality, technical support, and user profiling options have declined since 2021, the programmatic sector must continue refining filtering technologies and developing more effective brand protection strategies."

The transformative role of AI in programmatic advertising

According to the report’s authors, the greatest challenge facing the industry is harnessing the potential of artificial intelligence. As many as 71% of respondents admit that AI is only being used to a limited extent in programmatic advertising, while 26% claim it is not used at all. At the same time, one in three respondents acknowledges that the lack of AI solutions represents a significant gap in the functionality of existing platforms.

"Despite the availability of technology, the programmatic industry has yet to fully capitalise on the opportunities offered by artificial intelligence. There is a lack of comprehensive AI adoption that could unlock more precise, efficient, and effective campaigns within the programmatic environment," concludes Tomasz Kąkol.