IAB Poland this week launched the Interactive Industry Map 2026, cataloging over 400 corporations working in Poland’s digital promoting ecosystem throughout 9 thematic areas and 55 distinct market classes. The excellent useful resource, accessible as each an interactive PDF and searchable on-line platform at map.iab.org.pl, addresses navigation challenges inside what Włodzimierz Schmidt, President of the Board of IAB Poland, characterised as “the more and more complicated world of the Web business.”
In response to the announcement on January 20, 2026, the map supplies Polish advertising and marketing professionals with structured entry to verified enterprise companions throughout the whole advertising and marketing workflow – from preliminary marketing campaign creation by last gross sales execution. The mission builds on earlier editions whereas introducing enhanced performance designed to extend market transparency and facilitate knowledgeable companion choice in digital promoting.
The organizational construction divides Poland’s digital promoting sector into 9 major areas. Creation and Implementation encompasses businesses dealing with 360-degree campaigns, content material advertising and marketing, e-mail advertising and marketing, social media, artistic work, cell advertising and marketing, SEM/web optimization/SXO, efficiency advertising and marketing, occasion administration, and public relations. Programmatic contains businesses specializing in programmatic promoting, demand-side platforms, supply-side platforms, advert servers, buying and selling desks, AI-powered promoting expertise, and yield optimization companies.
Instruments signify analytical and data-driven capabilities spanning analytics platforms, knowledge suppliers, analysis corporations, advertising and marketing automation programs, monitoring companies, synthetic intelligence functions, and extra promoting expertise infrastructure. Promoting House covers the stock facet of the ecosystem, that includes horizontal portals and web sites, audio/video promoting networks, vertical specialty websites, web tv and video-on-demand platforms, engines like google, retail media networks, affiliate networks, on-line communities, and promoting networks. E-commerce addresses on-line retail infrastructure by on-line shops, e-commerce platforms, comparability procuring engines, and specialised e-commerce businesses.
Analyses encompasses measurement and intelligence capabilities by corporations offering marketing campaign monitoring, analytics options, knowledge administration, and technological measurement instruments. Providers contains supporting infrastructure spanning digital advisory corporations, training suppliers, coaching and certification applications, web service suppliers, recruitment and outsourcing companies, and B2B authorized advisory. Schooling represents educational establishments, coaching suppliers, and certification our bodies. Digital Ambassadors highlights influential figures and thought leaders inside Poland’s digital advertising and marketing group.
The Interactive Business Map features by twin entry strategies. The PDF format supplies visible overview capabilities, displaying all collaborating corporations organized by sector with graphical illustration of market construction. In response to the announcement supplies, the interactive PDF allows customers to understand market scope and model positioning throughout the aggressive panorama. The net service at map.iab.org.pl incorporates search performance enabling customers to find particular companies, filter by market class, and establish suppliers matching specific necessities.
Market segmentation throughout the map displays Poland’s strong programmatic adoption, which demonstrates larger development alternatives in comparison with extra mature Western European markets. IAB Europe’s 2024 AdEx Benchmark Report indicated Poland achieved 19.6% development in fixed foreign money phrases, positioning it among the many fastest-growing markets alongside Serbia and Ukraine. This growth creates elevated demand for complete market intelligence as corporations search companions throughout increasing digital promoting capabilities.
The map addresses particular operational challenges dealing with Polish advertising and marketing organizations. Corporations requiring marketing campaign execution companions should consider quite a few choices throughout a number of specializations with out standardized data sources. The centralized listing consolidates this intelligence, decreasing analysis time and enabling extra knowledgeable vendor choice. For service suppliers, the map will increase visibility inside a crowded market whereas establishing credibility by IAB Poland affiliation.
Participation within the Interactive Business Map carries what the group characterizes as status and credibility affirmation for corporations working throughout e-marketing communication, e-commerce, applied sciences, knowledge evaluation, and on-line enterprise help companies. The choice standards and verification processes decide which corporations obtain inclusion, although particular necessities weren’t detailed within the announcement supplies.
The broader context of IAB Poland’s activities demonstrates the group’s systematic strategy to supporting Polish digital promoting growth. In January 2026, IAB Polska launched AI Information 2.0, a 300-page useful resource inspecting synthetic intelligence functions throughout e-marketing and enterprise operations. The information addresses professionals at a number of expertise ranges, from foundational AI ideas by superior technical frameworks together with massive language fashions and AI agent structure.
Polish advertising industry initiatives have centered on establishing measurement requirements aligned with worldwide frameworks whereas addressing native market necessities. IAB Polska, Stowarzyszenie Content material Advertising Polska, and Polska Organizacja Reklamodawców established the Consideration Measurement Standardization Group in September 2025, creating unified methodological frameworks for measuring consideration in digital promoting. Analysis indicated over 80% of business specialists consider the market requires consideration measurement standardization, whereas 93% affirm consideration metrics straight affect advertising and marketing communication effectiveness.
The Polish tv and streaming panorama supplies extra context for digital promoting evolution. Nielsen data shows streaming captured 10.1% of whole tv viewing time in Poland throughout July 2025, marking a historic milestone for digital video consumption. Conventional tv broadcasting maintained dominant place at 82.8% of Polish viewing time, suggesting a transitional interval the place audiences eat content material throughout each established and rising platforms.
AudienceProject’s Q1 2026 product roadmap included Poland growth, offering Polish advertisers with measurement capabilities corresponding to established Western European markets. The Copenhagen-based measurement firm’s transfer into Poland displays business recognition that much less mature markets reveal receptivity to stylish measurement implementation as programmatic capabilities increase.
IAB Poland operates because the Web Business Employers Union, sustaining places of work at Puławska 39/77 in Warsaw. The group serves as Poland’s major business affiliation for digital promoting, creating requirements, conducting analysis, and offering sources supporting market growth. Contact for Interactive Business Map functions happens by [email protected].
The map’s availability with out cost addresses accessibility issues for smaller corporations and businesses in search of market intelligence. Free entry eliminates monetary obstacles to participation in Poland’s digital promoting ecosystem, probably accelerating market growth by guaranteeing complete data availability no matter firm measurement or funds constraints.
Technical specs for the Interactive Business Map weren’t detailed in announcement supplies. PDF file measurement, on-line platform infrastructure, search algorithm capabilities, and replace frequency stay unspecified. These operational particulars have an effect on usability for corporations conducting common market analysis and companion analysis actions.
The connection between the Interactive Business Map and different IAB Poland initiatives demonstrates systematic market growth approaches. The group’s consideration measurement standardization, AI implementation steering, and business mapping collectively deal with completely different elements of digital promoting maturation in Poland. This coordinated strategy could speed up market sophistication in comparison with natural growth patterns.
Retail media expansion throughout European markets supplies comparative context for understanding mapping initiatives. IAB Europe up to date its retail and commerce media panorama map in October 2025, organizing a whole bunch of corporations throughout eight distinct classes. European retail media spending reached €13.7 billion in 2024 with 21.1% development, considerably outpacing the broader promoting market’s 6.1% growth. Standardization efforts by clear categorization allow extra knowledgeable decision-making about expertise partnerships and community choice.
The Interactive Business Map 2026 represents the newest iteration of an ongoing mission. Schmidt emphasised that “the mission is continually evolving: we’re introducing new functionalities and facilities to nonetheless present a sensible instrument that helps to navigate the world of Polish digital, whereas selling it on the identical time.” This assertion signifies deliberate enhancements past the present launch, although particular roadmap particulars weren’t offered.
Geographic scope limitations have an effect on the map’s applicability for corporations working throughout a number of Central European markets. The useful resource addresses solely Polish operations, requiring corporations with regional methods to seek the advice of a number of nationwide sources for complete market intelligence. This fragmentation contrasts with pan-European sources developed by IAB Europe for classes like retail media and addressability options.
The timing of the January 2026 launch positions the map to be used in annual planning cycles and funds allocation choices. Corporations finalizing Q1 execution methods and evaluating 2026 partnership preparations can reference present market constructions and accessible service suppliers. This timing optimization suggests strategic launch planning aligned with business planning rhythms.
Measurement capabilities and efficiency monitoring signify crucial gaps within the announcement supplies. Whereas the map identifies corporations offering analytics and monitoring companies, analysis frameworks for assessing service supplier high quality stay absent. Advertising professionals should develop unbiased evaluation methodologies past the categorization constructions the map supplies.
The Interactive Business Map’s construction displays broader programmatic ecosystem development. Comscore’s 2026 State of Programmatic Report revealed 82% of entrepreneurs now take into account AI-powered optimization important when evaluating companions, whereas 58% anticipate to extend programmatic funding in 2026. These patterns have an effect on companion choice priorities as corporations prioritize technical capabilities alongside conventional service supply elements.
For businesses managing shopper portfolios, the map allows extra systematic vendor analysis throughout a number of specializations. Somewhat than sustaining separate analysis processes for programmatic companions, analytics suppliers, and artistic businesses, consolidated entry streamlines analysis workflows. This effectivity achieve issues notably for mid-sized businesses missing devoted procurement groups.
Writer monetization methods more and more depend upon understanding promoting expertise infrastructure. The map’s protection of supply-side platforms, advert servers, and yield optimization companies allows publishers to guage expertise companions supporting income operations. Programmatic audio expansion by platforms like audioXi demonstrates how publishers leverage expertise partnerships to entry advertiser demand.
The Digital Ambassadors class introduces subjective components into what in any other case features as goal market cataloging. Figuring out influential figures and thought leaders requires editorial judgment about authority, attain, and affect throughout the group. Choice standards and analysis methodologies for this class weren’t detailed in announcement supplies.
Worldwide comparisons spotlight differing approaches to business mapping. IAB Tech Lab’s Content Taxonomysupplies technical classification programs for promoting content material quite than firm directories. The January 2025 launch of official mapping between Content material Taxonomy 1.0 and a couple of.0 addressed standardization challenges throughout programmatic promoting infrastructure. These technical requirements complement firm directories by establishing frequent frameworks for describing promoting capabilities.
The map positions IAB Poland as central market facilitator past its conventional requirements growth and advocacy roles. This expanded perform raises questions on governance, independence, and potential conflicts of curiosity because the group concurrently represents business pursuits whereas working market intelligence sources. Transparency round inclusion standards, verification processes, and relationship disclosure turns into important for sustaining credibility.
Market dynamics have an effect on map utility as corporations enter, exit, and pivot inside Poland’s digital promoting sector. Static annual releases danger obsolescence as market situations shift all year long. On-line platform structure allows dynamic updates, although replace frequency and alter notification mechanisms weren’t laid out in announcement supplies.
The Interactive Business Map in the end addresses data asymmetry challenges endemic to fragmented service markets. Consumers lack complete visibility into accessible suppliers and their capabilities, whereas suppliers wrestle to succeed in potential shoppers amid market noise. Centralized directories scale back search prices for each events, probably bettering market effectivity by higher data distribution.
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Abstract
Who: IAB Poland (Web Business Employers Union), led by Board President Włodzimierz Schmidt, created the Interactive Business Map cataloging over 400 Polish corporations working throughout digital promoting, e-commerce, analytics, and supporting companies. The useful resource targets advertising and marketing professionals, advertisers, businesses, and repair suppliers in search of verified enterprise companions inside Poland’s digital ecosystem.
What: The Interactive Business Map 2026 represents a complete listing organizing Polish digital promoting corporations into 9 thematic areas – Creation and Implementation, Programmatic, Instruments, Promoting House, E-commerce, Analyses, Providers, Schooling, and Digital Ambassadors – spanning 55 distinct market classes. Accessible as each an interactive PDF and searchable on-line platform at map.iab.org.pl, the useful resource allows customers to establish service suppliers, consider market construction, and analysis potential enterprise companions throughout the whole advertising and marketing workflow.
When: Launched January 20, 2026, the map represents the newest version of an ongoing mission that IAB Poland constantly updates with new functionalities. The timing positions the useful resource to be used in annual planning cycles and Q1 2026 execution methods as corporations finalize partnership preparations and funds allocations.
The place: The map addresses solely Polish digital promoting operations, cataloging corporations working inside Poland’s market throughout Warsaw and different main enterprise facilities. Accessible globally by map.iab.org.pl, the net platform allows worldwide corporations to analysis Polish market capabilities whereas supporting home corporations in figuring out native companions. The organizational construction displays Poland’s place as a fast-growing Central European market demonstrating 19.6% promoting development and powerful programmatic adoption.
Why: The Interactive Business Map addresses navigation challenges inside Poland’s more and more complicated digital promoting ecosystem, the place fragmented details about accessible companies creates obstacles to knowledgeable companion choice. By consolidating verified firm data throughout 55 classes, the map reduces analysis time, will increase market transparency, promotes wholesome competitors, and allows acutely aware vendor analysis for e-marketing actions. The useful resource issues for advertising and marketing professionals as a result of it supplies important market intelligence throughout a interval of speedy digital promoting growth in Poland, supporting extra environment friendly companion identification throughout programmatic promoting, analytics, artistic companies, and supporting infrastructure.
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