Allegro Ads: Allegro's retail media business, formats and how to buy

Allegro tells investors exactly how big its ad business is. It reports advertising revenue each quarter and, unusually, its share of GMV: 2.08% for 2025 and 2.33% in Q2 2026 (Allegro.eu, H1 2026 report). That ratio is a rare public benchmark for any marketplace. Our retail media network revenue benchmarks explain why the share of GMV is the number to watch.

Price, not volume, drove 2025. Allegro said the growth came mainly from rising demand that supported Allegro Ads pricing, with cost per click (CPC) up 22% year on year (Allegro.eu, Annual Report 2025). For sellers, that means the same click cost more each year. A seller paying PLN 1.00 per click in 2024 would, at that average rate, pay about PLN 1.22 in 2025 for the same position. That is our illustration of the reported average, not an Allegro price.

Allegro is now selling beyond its marketplace. In October 2026 it announced Allegro Brand Ads Manager, a tool it calls commerce-DSP class. It will run campaigns on Allegro and on large Polish publishers, including for brands that do not sell on Allegro, and reach all clients in Q1 2027 (aboutmarketing.pl, 15 October 2026). That moves Allegro from seller ads toward a regional media business.

Onsite. Allegro lists six product families in its 2025 annual report (Allegro.eu, Annual Report 2025):

• Sponsored Offers, which put a seller's offer at the top of listings, charged per click through real-time bidding;
• Promoted Offers, which lift offers higher in listings, ranked by quality with no bidding for the top spot;
• internal digital display;
• data-driven campaigns ("DMP") sold on a cost per mille (CPM) basis;
• external network ads, through Allegro's integration with Google;
• content-based solutions for branded content.

Allegro Ads also offers Display and Video formats. From 2 August 2026 Allegro asks advertisers to label AI-generated or AI-altered images and videos in those ads; its dashboard has no labelling tool, and it does not check labels itself (Allegro Help).

Offsite. Merchants also fund ads for their Allegro offers outside Allegro, which Allegro says grew strongly in H1 2026 and brings highly converting traffic (Allegro.eu, H1 2026 report). Brand Ads Manager will add Polish publishers from Q1 2027.

Beyond Poland. Allegro International earned PLN 19.1 million from advertising in H1 2026, up 75.4% (same source). Hungary reintroduced a 7.5% advertising tax from 1 July 2026, which Allegro lists as a regulatory change (Annual Report 2025).

Allegro targets with what its shoppers search for and buy. Its group advertising director, Marcin Bruś, said Brand Ads Manager draws on real purchase intent from nearly 21 million users, and will recommend channels, formats and audiences automatically (aboutmarketing.pl, 15 October 2026). Allegro Smart!, the paid delivery and loyalty program, had more than 7.5 million users in Poland (Annual Report 2025).

Allegro has not published how audiences are shared with outside publishers or whether a clean room is used. Ask that question before booking offsite campaigns.

Sellers see campaign results in the Allegro Ads dashboard. In its 2025 report Allegro credits "highly competitive" advertiser return on ad spend (ROAS) for its growth, but it does not publish an average or a method (Annual Report 2025). Brand Ads Manager is meant to plan and measure onsite and offsite campaigns together.

We found no IAB Europe retail media certification for Allegro. IAB Europe's Jason Wescott spoke at Allegro's Retail Media Powerhouse conference in October 2026, which drew more than 350 attendees (aboutmarketing.pl).

1. Sellers: open the Allegro Ads dashboard and start with Sponsored Offers on your bestsellers.
2. Set bids with margins in mind, since average CPC rose 22% in 2025 (Annual Report 2025).
3. Add Display or Video for launches, and label AI-generated creative.
4. Brands and agencies: contact Allegro Advertising for data-driven campaigns and content solutions.
5. Plan for Brand Ads Manager in Q1 2027 if you want Allegro audiences on Polish publishers.

It suits:

• sellers and brands selling on Allegro in Poland;
• brands targeting Polish shoppers with purchase-intent data;
• advertisers expanding to Czechia, Slovakia or Hungary through Allegro's international marketplaces.

It suits less:

• low-margin sellers sensitive to rising click prices;
• advertisers who need audited measurement now;
• brands focused on Western Europe only.

• The year Allegro Ads launched.
• Q3 2026 advertising revenue, due after this page's cut-off.
• Allegro's attribution method, reporting window and minimum budgets.
• Technology partners beyond Google.
• Headquarters and incorporation details, taken from general knowledge.

1. Allegro.eu S.A., Annual Report for the year ended 31 December 2025 (March 2026). https://about.allegro.eu/wp-content/uploads/2026/03/ALLEGRO-Annual-Consolidated-Report-2025.pdf
2. Allegro.eu S.A., Half-year report and financial statements for the six months ended 30 June 2026 (September 2026). https://about.allegro.eu/wp-content/uploads/2026/09/Report-and-Financial-Statements-Q2-2026.pdf
3. Allegro Help, "Allegro Ads: new rules for Display ads and Video ads from August 2" (2026; accessed 9 November 2026). https://help.allegro.com/en/sell/a/allegro-ads-new-rules-for-display-ads-and-video-ads-from-august-2-oAKey1rdkue
4. aboutmarketing.pl, "Allegro rozwija retail media. Brand Ads Manager wykorzysta dane zakupowe blisko 21 mln użytkowników" (15 October 2026). https://aboutmarketing.pl/allegro-rozwija-retail-media-brand-ads-manager-wykorzysta-dane-zakupowe-blisko-21-mln-uzytkownikow/