Poland's digital advertising market continues to expand rapidly, with a significant increase in contextual advertising investments driven by growing internet penetration and mobile usage. In 2026, the market is projected to reach 3.2 billion USD, reflecting a vibrant ecosystem of over 18,500 digital advertisers. The shift towards more targeted, contextually relevant ads is evident, with 45% of digital ad spend allocated to this segment, emphasizing its importance.
The average CPM for contextual ads has risen to €7.50, indicating higher competition and better targeting capabilities. Mobile advertising dominates this landscape, generating 1.8 billion USD, which signifies the country's move towards mobile-first digital marketing strategies. Continued growth in digital advertising highlights Poland’s increasing digital maturity and evolving consumer behaviors.