Polish Internet Research

What Polish Internet Research does

Polish Internet Research (PBI), legally Polskie Badania Internetu Sp. z o.o., is a Warsaw-based market research organization founded in 2000 that operates Mediapanel, the standardized measurement system for internet audience in Poland. PBI's core technology combines data from research panels with measurements from publisher websites and monitoring applications, forming a single-source methodology that uniquely integrates measurement of internet, television, and radio audiences to enable cross-media reach analysis. The standard, originally launched as Megapanel PBI in 2004 in partnership with Gemius (which serves as the primary technology and research partner), produces monthly aggregated publisher rankings, domain statistics, and mobile application usage data for the Polish market.

PBI monetizes its data primarily through subscription-based licensing of Mediapanel data to publishers, advertising agencies, and brands, supplemented by report sales (annual studies on e-commerce, social media, and children's internet usage) and expert services (consulting, presentations, and panel participation). Pricing is opaque and contact-based, with discounted or free access for academic researchers. The firm's go-to-market relies on thought leadership through publications, IAB Polska collaboration, the Akademia PBI educational platform, press coverage in major Polish outlets, and industry event participation. PBI introduced PBI ID in 2025, a common digital identifier initiative using advanced statistical analytics to help local publishers compete against global platforms in the post-cookie era.

The company operates with a lean team of 8 employees, serves a horizontal segmentation of B2B customers across the Polish digital advertising value chain (publishers, advertisers, agencies, academics, media), and is privately held with no disclosed institutional investors or parent entity. The June 2023 removal of President Paweł Laskowski by the Shareholders' Meeting indicates active shareholder governance, though current ownership composition and financial statements are not publicly available.

Name

Polish Internet Research

Legal name

Polskie Badania Internetu Sp. z o.o.

Website

https://pbi.org.pl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Polish Internet Research (PBI) operates Mediapanel, the standardized internet audience measurement system for the Polish market. Founded in 2000 in Warsaw, the firm partners with Gemius to deliver subscription-based audience data to publishers, advertisers, agencies, and researchers across Poland.

Ownership category

akta.pro rank

Product category

Internet Audience Measurement

NAICS

Advertising, Public Relations, and Related Services (5418)

akta.pro primary industry

Media & Audience Measurement Analytics (BPAHALAO)

Keywords

• Internet audience measurement
• Market research services
• Digital media analytics
• Cross-media measurement
• Consumer behavior research

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Research Data Sales: PBI generates revenue through licensing and selling data from its Mediapanel internet audience measurement standard. Data is sold to publishers, advertisers, academic researchers, and media companies for business decision-making and market analysis.
2. Report Sales: Company publishes and sells research reports on Polish internet trends, e-commerce, social media, and children's internet usage. Reports are available for purchase through the company website.
3. Expert Services: PBI offers expert services including inviting PBI experts for presentations, consultations, and participation in industry events and expert panels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

PBI operates Mediapanel, the standardized internet audience measurement system in Poland, providing monthly aggregated data on publisher rankings, domain statistics, and user behavior across all devices. The company jointly runs the Gemius/PBI research study and publishes thematic reports on Polish e-commerce, social media, and children's internet usage, supported by the Akademia PBI educational platform.

Product overview

Polish Internet Research (PBI) operates as a market research organization offering a unified portfolio centered around internet audience measurement. The core product is Mediapanel, the standard for measuring internet viewership in Poland, complemented by the Gemius/PBI research study providing comprehensive user statistics. Additional offerings include the Akademia PBI educational platform and Raporty i Analizy (Reports and Analyses) covering various Polish internet trends and research reports. The company also conducts and publishes thematic research on e-commerce, social media, and children's internet usage.

Differentiator

Problem solved

Functional benefit

Products and services

• Mediapanel The standard measurement system for internet audience in Poland, providing detailed aggregated monthly data including publisher rankings and domain statistics across all devices, personal computers, and mobile devices. Used by publishers, advertisers, and agencies to measure reach and benchmark digital properties.
• Badanie Gemius/PBI Joint research study between Gemius and PBI measuring internet audience in Poland, providing comprehensive statistics on internet users, device usage, and online behavior for the Polish market.
• Akademia PBI Educational platform offering lessons and resources about internet audience measurement, presentations from conferences, and training materials including measurement libraries and instructions for publishers.
• Raporty i Analizy Published reports and analyses covering Polish internet trends, including e-commerce, social media, children's internet usage, and various industry-specific research studies.

Quantifiable outcome

• Mediapanel provides monthly aggregated data showing detailed publisher rankings, domain rankings, and mobile application usage statistics for the Polish internet market
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• OpineominorGTM or Marketing Partner · 21 October 2022PBI served as the intellectual partner for the 13th edition of the Opineo E-commerce Ranking in 2022. PBI representative Marcin Niemczyk authored expert commentary for the ranking, which analyzes consumer opinions on e-commerce trends.
• GemiuscoreStrategic or Co-development PartnerGemius is the primary technology and research partner for PBI's Mediapanel standard. Together they operate the industry-standard audience measurement system for the Polish internet market, combining Gemius's technology with PBI's local market expertise and industry relationships.
• IAB Polska (Związek Pracodawców Branży Internetowej)coreStrategic or Co-development PartnerPBI collaborates with IAB Polska on joint research reports including 'E-commerce in Poland', 'Social Media', and 'Online Advertising in the Post-Cookie Era'. IAB Polska represents the digital advertising industry and PBI provides research data for industry reports.
• I-COMminorStrategic or Co-development PartnerPBI maintains a partnership with I-COM, a marketing and research organization, as part of its broader industry collaboration network.
• EMROminorStrategic or Co-development PartnerPartnership with EMRO, an electronic media research organization, supporting cross-media measurement initiatives.
• Prasa PlusminorStrategic or Co-development PartnerPBI collaborates with Prasa Plus, an organization focused on print media research, as part of the broader media measurement ecosystem in Poland.
• Akademia Leona KoźmińskiegominorStrategic or Co-development PartnerPBI collaborates with Akademia Leona Koźmińskiego on joint research reports, particularly the annual Social Media report which involves academic partners for methodology and analysis.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gemius: Regional digital audience measurement provider operating across Central and Eastern Europe with audience panels and traffic measurement tools. Direct peer and co-development partner of PBI for the Mediapanel standard; comparable technology, methodology, and customer base of publishers and agencies.
• Similarweb: Digital audience and website analytics platform providing traffic, engagement, and audience insights for publishers and advertisers. Comparable to PBI's web measurement and publisher ranking capabilities, with an overlapping customer base of media buyers and digital publishers evaluating Polish market properties.
• comScore: Digital audience measurement and analytics provider offering cross-platform audience insights to advertisers, publishers, and agencies. Closely comparable to PBI's Mediapanel service in providing standardized digital reach metrics to the advertising ecosystem, though operating at a larger and global scale.

Broad incumbents

• GfK: Global market research organization providing consumer and media insights to brands, agencies, and media owners. Comparable in offering research and analytics on audience behavior and digital media usage, though at much broader scale and across many geographies.
• Ipsos: Global market research and audience insights firm serving advertisers, media, and public sector clients with survey-based and digital measurement products. Comparable to PBI in providing consumer and digital media research, but at vastly larger scale and without PBI's niche industry-standard role in Poland.
• Nielsen: Global leader in audience measurement across television, radio, and digital media. Directly comparable to PBI in offering standardized cross-media audience measurement to advertisers and publishers, but operates at vastly larger scale and across many geographies while PBI is focused exclusively on Poland.
• Kantar: Global market research and audience measurement firm offering media measurement, ad effectiveness, and consumer insights to advertisers and broadcasters. Operates a broader research portfolio but overlaps with PBI's audience measurement and media research offerings for advertisers and media owners.

Others

• YouGov: Global online market research and audience insights firm providing survey-based data on consumer and media behavior. Adjacent peer in the research and analytics category serving advertisers and media companies, with some methodological overlap in audience profiling.
• EMRO (European Media Research Organization): European electronic media research organization collaborating on cross-media measurement initiatives. Comparable to PBI in scope of cross-media audience research and a direct PBI partner; not a direct competitor but a peer organization operating in adjacent measurement ecosystems.
• IAB Polska: Polish digital advertising industry association that co-publishes research with PBI on e-commerce, social media, and post-cookie advertising. An industry-body partner rather than competitor, but closely aligned with PBI in producing market intelligence for the Polish advertising ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PBIorgpl
• LinkedInlinkedin.com/company/polish-internet-research

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Polish Internet Research