PPW Sp. z o.o. PPW Sp. z o.o. Advertising & IT technology, Łódź
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PPW Sp. z o.o. — Łódź

Insights on advertising and IT technology

Short notes on what is shifting in Polish advertising and the technology behind it — written for people who buy media or build the systems that measure it.

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We publish when there is something worth saying, not on a schedule.

Notes for people who buy media and build the measurement

Each note below is short on purpose. We write about programmatic buying, retail media, ad fraud and AI-assisted marketing as they change in practice, not as they are pitched at conferences. Read one, or follow the thread that matters to your team.

What this page covers

Seven notes, one scroll

Media buying

Programmatic buying has stopped being a specialty

A few years ago, programmatic was a distinct line item that needed its own explanation in a plan. Now it is simply how most display and video inventory gets bought, and the interesting question has moved from whether to use it to how well it is configured.

What separates good setups from mediocre ones is unglamorous: inventory curation, exclusion lists, frequency caps, and whether the reporting reconciles with your own analytics. If your platform report and your site analytics tell different stories about the same week, the problem usually sits in one of those four places before it sits in the creative.

The delivery layer that connects Polish inventory to broader demand includes international vendors such as Perion. That matters when a campaign needs scale beyond one local network, and it also changes who you talk to when something under-delivers.

  • Check that the curated inventory list is written down, not implied by a platform setting.
  • Agree a frequency cap in writing, then verify it in the delivery report rather than the settings screen.
  • Ask which measurement the vendor trusts when the two reports disagree — the answer says a lot.
A media planner working at a desk with out-of-focus screens behind in a Łódź advertising office

Curation and reconciliation matter more than the platform badge on the pitch deck.

Retail media

Retail media is formalizing fast in Poland

Retail media — advertising inside a retailer's own environment — has moved from a side experiment to a strategic category. Allegro's investor materials identify ads and off-platform ads as growth areas, and that is a signal about where retail economics are heading rather than a claim about any single campaign.

For brands the appeal is obvious: proximity to purchase plus retailer first-party data. The practical problem is comparability. Each network runs its own reporting definitions, its own attribution window and its own targeting logic, so cross-network measurement takes deliberate work before it takes budget.

Before you split budget across two networks

  • Write down the definition. Ask each network to state in one sentence what counts as a conversion.
  • Line up the windows. A seven-day and a thirty-day attribution window will never agree on the same fortnight.
  • Test one category first. Rolling out across the whole catalogue hides which network actually moved the number.
A digital advertising screen in a Polish shopping mall seen from below, with shoppers crossing in the foreground

Out of home

pDOOH: screens that behave like digital

Digital out-of-home used to be a planning exercise with limited feedback. Programmatic DOOH changes that. Screens in malls, transport hubs, gyms and offices can now be bought through automated platforms with data-driven triggers.

Polish adtech companies including Hybrid have been active in building programmatic access to this inventory and in commentary on the local online ad market. What has changed is measurability: exposure can be tied to time of day, to location and, with the right setup, to downstream online behaviour. That makes DOOH arguable in a media plan rather than a brand-only line.

Planning

AI in campaign planning: useful, not autonomous

AI-assisted marketing has settled into specific roles rather than a single promise. Audience clustering, creative variation for testing, anomaly detection in spend reports, first-draft copy. Each of these saves time on work that was previously manual, and each of them produces something a person still has to read.

Where it earns its place

Grouping thousands of audience rows into a handful you can actually brief. Producing twenty headline variants for a test in the time one used to take. Flagging a spend line that moved overnight before anyone opens the platform.

Where it goes wrong

Treating model output as a decision. A model is good at finding patterns and bad at knowing that your Q1 margin is thinner or that a launch moved. Teams getting value from it keep a human in the loop and check the output against business context.

Ad quality

Ad fraud and the quality question

Tighter scrutiny of ad quality has become a normal part of media buying, and it should have been earlier. Bot traffic, spoofed domains and invisible placements take budget quietly, and they do not show up as an error in a platform report — they show up as a number that looks slightly too good.

Practical countermeasures are not exotic. Placement lists instead of open exchange. Viewability thresholds agreed before the campaign rather than argued after it. Invalid-traffic monitoring switched on by default. And a sanity check on whether conversion volume and timing make sense for the offer — the last one catches things software misses.

A short checklist for the next brief

  • Name the placements you are buying instead of accepting a category.
  • Set the viewability floor before the first impression, not after the first report.
  • Read conversion timing by hand once a month; unusual bursts deserve a question.
A server rack aisle in a Polish technology office with dressed cabling and a distant figure

Most quality problems are configuration problems that nobody wrote down.

Creative ops

Mobile-first is a production constraint, not a slogan

Most digital impressions in Poland reach a phone, often in a feed, often without sound. That is not a demographic observation, it is a production constraint that should shape creative briefs before anyone opens a design tool.

It means captions as standard rather than as a favour to the accessibility team. Front-loaded messaging so the first two seconds carry the point. Vertical and square variants produced at the same time as the landscape master, not resized from it later. And file weights that do not stall on a mobile connection.

Teams that produce one desktop-first asset and resize it downstream spend more on media to get the same result. The saving is not in the edit suite, it is in the buy.

What a mobile-ready brief asks for

  • Three crops, one idea. Vertical, square and landscape, decided together and not derived from each other.
  • Captions burnt in. The feed plays silently by default; the message cannot depend on audio.
  • Weight budget agreed. State the file size limit in the brief, not in a revision round.

B2B

B2B audiences on LinkedIn

For technology, consulting and software companies, LinkedIn remains the platform where professional audiences are reachable at scale in Poland. Account-based targeting and thought-leadership formats fit B2B cycles better than consumer-style reach buying, because the buying committee is small and the consideration window is long.

The trade-off is cost per click and the ease of over-targeting. Narrow account lists with a few strong creative variants tend to outperform broad campaigns with many audience layers, which is counterintuitive until you look at the delivery data and see how thin the reach gets once three filters stack.

A small B2B marketing team in conversation around a table in a Łódź office with closed laptops

Two things we are watching next

First, how retail media networks standardise their reporting, because that decides whether cross-network comparison becomes practical for mid-size brands. Second, whether DOOH measurement matures enough to sit alongside digital channels in the same attribution model. Both would change how budgets get divided. Neither has fully happened yet, and we would rather say that than predict it.

Questions readers send us

A few things that come up whenever we talk through these notes with a client team.

Can we use these notes as buying guidance for our own campaign? Read

Use them as a checklist for questions to ask your agency or your internal team. The specifics of your inventory, market and margin decide what the right answer is — which is why the notes stay short and stop at the point where a real campaign brief begins.

Do you publish on a fixed schedule? Read

No. We publish when there is something worth saying. A monthly cadence would mean writing about changes that have not happened yet, and that is not useful to anyone buying media or building a martech stack.

Where can I read about the technology side in more depth? Read

The IT and martech page covers the stack and integration side, and the platforms page lists the technology partners we work with in practice. Both are linked from the closing section below.

Can I ask about a specific problem instead? Read

Yes, and that is usually faster. Send the campaign or measurement question to [email protected] or call +19312557831 during office hours, Monday to Friday between 9:00 AM and 6:00 PM.

Bring us the question you are actually stuck on

Whether it is a programmatic setup that will not reconcile, a retail media comparison you cannot line up, or a martech stack that has grown past its brief, we can start from the specific problem rather than a general pitch.

PPW Sp. z o.o. is registered at ul. Stanisława Przybyszewskiego 91-99, lok. 15, 93-126 Łódź, Poland. Reach us by phone on +19312557831 or by email at [email protected], Monday to Friday between 9:00 AM and 6:00 PM.

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