AdFusion makes its mark on the programmatic advertising market in Poland

AdFusion is a state-of-the-art platform designed to automate the purchase and selection of high-KPI inventory, offering a holistic approach to media planning. By combining the expertise of Polish researchers with the capabilities of artificial intelligence, it delivers a tool that optimises campaigns in real time, precisely targets advertisements, and ensures high-quality traffic.

"There are many DSP platforms on the market that enable ad purchasing within the programmatic ecosystem. When developing AdFusion, we focused on using intelligent algorithms in a flexible model that can be seamlessly applied across different channels – including mobile apps, websites, and television – and various buying models, including programmatic direct", says Tomasz Kąkol of AdFusion.

One of AdFusion’s most innovative features is store visits – a solution that measures how online ad exposure translates into visits to physical stores. This functionality provides advertisers with data on the actual impact of digital campaigns on in-store traffic. It reveals what percentage of users visited a given store after seeing an ad, where these customers came from, and who they are in terms of age and gender.

"The store visits metric is one of the most sought-after features on the market", says Tomasz Kąkol. "With the economic slowdown and declining consumer spending, businesses want to invest in advertising effectively, directing their budgets where they will yield the best results. Store visits campaigns provide data that businesses need to better plan sales strategies and future marketing activities."

What sets AdFusion apart is its advanced targeting capabilities. Ad placements are selected to maximise the likelihood of user action – whether it be a click, registration, or purchase. This is achieved using advanced algorithms such as LightGBM and FFM, which analyse a range of 2 parameters in real time, including ad size, the app or website where the user is located, historical data, and device information.

The AdFusion team is also developing technology that will enable ad delivery tailored to personality traits. Early research suggests that ad colours, composition, content, as well as cognitive, emotional, and motivational characteristics can be adjusted to match the personality profiles of audiences, significantly enhancing campaign effectiveness.

Polish researchers played a key role in applying artificial intelligence to precise targeting and ad personalisation, with a team led by Professor Piotr Sankowski from the Faculty of Mathematics, Informatics and Mechanics at the University of Warsaw and Professor Alicja Grochowska, a business psychologist from SWPS University.

Programmatic advertising remains one of the most promising solutions in digital marketing. According to IAB Poland estimates, programmatic ad spending accounts for approximately 22% of all online advertising expenditure and 50% of display ad spending.

"The Polish programmatic advertising market is worth over a billion zloty. Together with our partners and clients, we aim to become one of its key players. We also plan to expand AdFusion internationally, positioning ourselves as a global partner for major media agencies and media groups", adds Tomasz Kąkol.