Poland's digital advertising landscape in 2026 shows a steady increase in ad viewability, reaching 72.5%. This reflects improved ad placement strategies and better measurement standards. The majority of advertising budgets are focused on mobile, which now accounts for 65% of total digital ad spend, highlighting the country's shift toward mobile-first content consumption.
The rapid growth in video and programmatic advertising demonstrates Poland's adaptation to digital trends, with 78% of brands leveraging video ads and a 45% rise in programmatic buying. These changes are driven by consumer engagement and technological advancements, positioning Poland as a competitive digital market in Central Europe. Continued investment is expected to boost viewability rates further.