Online advertising channels


AdServer technology enables the emission and management of online campaign ads and report and analyse the effects of a campaign.


Aplication Programming Interface is an interface used for building software applications, allowing completion of a set task. Differently names as a set of rules and its description, that computers use to communicate among themselves.

Banner - display

An advertisement using graphics in JPEG, GIF, Flash, etc formats.


Cost per Action is an online advertising pricing model, where the advertiser pays for each specified action


Cost per Click is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner or a host of website) when the ad is clicked.


Cost per Lead is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.


Cost per Mile is and advertising pricing model, based on the number of ad impressions.


Click Thru Rate is the number of users who click on a specific link out of the total users who view an advertisement.


The content of a website including pictures and texts.


Online ads communication channel. The communication commences through displaying a set number of surfaces with graphic, textual or video content, called banners.

Media house

An intermediary company selling ads, usually cooperating with many websites.

User’s interface

A space where the interaction between a man and a machine takes place. The appearance of every application, system and platform. That waht the user sees and uses to create a specific program reaction.


Words and sentences after which the clients can find the right website, while browsing through the Internet looking for the information about the product or service.


Action performed by the Internet user, triggered by an advertisement, e.g. signing up for a newsletter, taking part in a survey, registering on a website. The act of converting site visitors into paying customers.


Generally speaking the mobile devices market. Communication channel that is noting the dynamic growth for several years.

Mobile marketing

Advertising communication via mobile devices: mobile phones, smartphones and tablets.


Optimization of graphics or texts. Adjusting the text, code or graphic to get the best effect and reach the highest number of impressions.


Positioning is a specific action, for example matching the website content with specific key words. It’s also a marketing strategy for developing link base leading to the website, that aims to make a brand occupy a distinct position in search results.

Intext ad

An ad displayed in the content of the website. Special algorithm analysis the content for specific key words and then adds the advertisement to the words.

Contextual ad

Ad, usually a text, that content is connected to the subject of displayed website.

ROS (Run on Site)

The campaign conducted with the use of ad space from the website chosen by the advertiser.


Real Time Bidding is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction. Thanks to this the advertisers can reach the highly personalised target group in which he is interested, paying only for those impressions that appeared on screens of specific users.


Generally about ad communication channel in the search results of the Internet browsers, in Google network.


Search Engine Marketing, a marketing in browsers. A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising (sponsored links, positioning and website optimization) which aim to reach the best position in the browser.


SEO Search Engine Optimization, a positioning in Google browser. The message is shown above the search results or in the side panel of the browser, in links leading to specific websites.


Generally about social media platforms and community focused around them. Social media contains Internet websites, which contents are created, maintained and estimated by their users.


It’s an action that aims to specifically describe the target audience of an advertisement. The basic kinds of targeting are geotargeting and demographics. We distinguish behavioral targeting or even software targeting (allowing to reach audience using specific mobile devices, on which the message is to be displayed).


The reach of a post is a number of users who have seen the displayed post. The reach can be paid or organic.
Zasięg może być płatny lub organiczny.


RTB stands for Real-Time Bidding, a modern means by which online advertising space is bought and sold on a per impression basis. The selling takes place via real-time auction model.



eMarketer claims that global expenses on mobile advertising in 2014, amounted to over 40 milliard dollars.



The growth rate of social media market in Poland at the end of 2014.

SEM expenses in 2014 surpassed the 950 million PLN.

950 mln zł

SEM amounted to


of expenses on online advertising

in December of 2014.


of global traffic on the Internet websites comes from popular social media channels.

o 28%

grew the number of mobile users in social media. Facebook remains the leader on Polish market.


Online advertising is one of the best developing areas of marketing communication.

According to Gemius research from 2015,
70% of Polish people uses the Internet – that means
24 million of users.


24 million of users

Online advertising expenses in Poland are still growing.
Online ad worth in Poland, in 2014 grew about 176 million PLN, and reached 2,6 milliard PLN in comparison to the previous year.