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Wirtualna Polska Holding resigns from Mediapanel. “It doesn't benefit us”

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At the end of the year, Wirtualna Polska Holding removed from its portals and applications scripts enabling accurate measurement of their visits in the Mediapanel survey. According to experts, WPH's decision was risky, but it may also bring some benefits to the company.

Mediapanel is a study of the Polish Internet conducted on behalf of PBI (Polish Internet Research) by Gemius SA

Mediapanel includes passive measurement of Internet, TV and radio consumption. The solution is intended for representatives of the advertising industry and media owners, as well as for marketing departments. The data derived from it can be used in planning business strategies on the media market and marketing communication activities.

The study combines site-centric measurement (measurement scripts at the website and application level) and user-centric measurement (panelists' behavior). It was the first one that the Wirtualna Polska Holding group resigned from. The decision announced by WPH means that traffic on the company's portals and applications will not be measured in detail, but only estimated based on the activity of users participating in the study.

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“It brings us no business benefit.”

– We informed PBI and Gemius about our intention to release the scripts several months ago. We waited until the expiration of the scripting contract, which took place at the end of December 2024, said Michał Siegieda, director of WP Holding's corporate communications office.

He added that the decision was a result of observations resulting from preparations for the migration of websites to a new technological platform. – As a result, we removed Google's coding, which, like Gemius, does not bring us any business benefits. When making the decision regarding Gemius, we were also guided by the fact that our global competitors, in Mediapanel's results, do not have such scripting. Of course, there are a number of partners whose scripts we still have on our websites, such as retargeters, he added.

According to WPH, the resignation from scripts should not affect the results of the company's websites in Mediapanel. – We are interested in them being presented in it, just like our global competitors. We also want to remain an active member of PBI, supporting the organization, especially in finding solutions to improve the future of the advertising market in a world without cookies, which is coming and threatens the very existence of the study. We hope that our decision may also increase the priority of work on this project, noted Siegieda.

Company in Mediapanel

Michał Szczur, Head of digital and training Mindshare Polska (GroupM), in an interview with the tvn24.pl business editorial team, emphasized that the Mediapanel study, carried out on behalf of the Polish Internet Research (PBI), consists of a site-centric and user-centric part.

– Large publishers like to compete with each other and pay attention to the position in the rankings of the largest players on the Polish market, but there is no advertiser in our country whose goal is to maximize the reach of only one publisher. In advertising campaigns, not only reach is important, but also the offer of advertising formats, their costs, the possibility of implementing special campaigns and the quality of service – this is not affected by the change in cooperation with Mediapanel – he concluded.

– If WP declared that they were withdrawing from the part related to scripting their websites, from the site-centric part, but they were leaving cooperation in the area of ​​panelists, in my opinion this could only result in some discrepancies in the results for the group – he explained.

The expert emphasized that WP Holding will remain in Mediapanel, and the changes will have a minimal impact on decisions related to purchasing online advertising. – Advertising campaigns are directed to specific target groups, so their size and the cost of reaching them are important – he concluded.

In turn, Maciej Kita, Chief Investment Officer of Havas Media Network, in an interview with tvn24.pl admitted that WPH's decision was risky, but it may also bring some benefits to the company.

– On the one hand, it can be considered a risky move, WP will not be presented in a study that shows a large part of the market, and it will not compete with direct competitors for coverage. However, there is a risk that planners in media agencies who build plans for online campaigns may omit WP's offer, because Mediapanel is often the first tool used to recommend websites or services on which customer communication is based, he explained.

As he noted, “online campaigns are based primarily on achieving goals, effects, and purchasing a specific audience, which is settled using other tools.” – Today, sales of space in the programmatic model probably play a very important role in the holding's revenue structure, where Mediapanel is basically not used – said the expert.

He emphasized that the scripts used by Mediapanel could slow down WP, so the decision to resign may improve their performance. – I think that WP is also such a large player with an established position on the market, and is simply confident of this position, that it sees more advantages than risks in such a move. Especially since the biggest competitors, such as Google or Meta, do not use Gemius solutions and are unlikely to lose business from it, he said.

tvn24.pl, Wirtualna Polska Holding, pbi.org

Main photo source: Photocon / Shutterstock



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