Evidence for the next CEE decision.

The right first market in Central and Eastern Europe is not automatically the largest or fastest-growing country. It is the country where market attractiveness, company-market fit and execution capability combine to create the strongest probability-adjusted return.

Poland, Czechia, Romania and Hungary are not interchangeable launch markets. Compare macro context with category-specific buyer access, price fit and route-to-market evidence before choosing where to validate.

European industry evidence points toward retail media becoming a more connected, omnichannel system spanning retailer-owned sites, off-site activation, stores, first-party data and measurement. How far that transition has progressed varies by market and retailer. Poland shows several relevant 2026 signals, but technology providers should evaluate retailer data maturity, operating ownership, integrations, measurement and route-to-market before treating regional growth forecasts as addressable demand.