GfK will use a hybrid approach to integrate data from several measurement inputs to help deliver a picture of digital consumers in Poland and to determine the reach of website and app advertising.

“After careful review of the submitted proposals, we selected GfK as our new partner,” said Andrzej Garapich, managing director of PBI.

“GfK impressed us with an integrated and future-proof offer. Thanks to new GfK technology, we will be able to use one data base to analyse how large the reach is for websites, online videos and apps on various devices like PCs, laptops, tablets and smartphones. We will also be able to analyse which target groups use these offers.”