New Delhi: DoubleVerify (DV) has released its 2025 Global Insights: APAC Report, revealing that brand suitability violations among its India clients declined 3% year-on-year—an encouraging sign for the nation’s rapidly maturing digital advertising ecosystem.
DV’s report, which analyses over a trillion impressions across desktop, mobile, and CTV, highlights key global improvements in media quality, including a 15% drop in global brand suitability violations, a 7% fall in fraud/SIVT rates, and a 3% rise in viewability. However, the findings stress the growing importance of attention-based metrics and region-specific strategies.
“As the digital media landscape becomes more complex, advertisers need actionable insights to optimise performance and minimise waste,” said Mark Zagorski, CEO, DoubleVerify. “Success now depends on precise, real-time insights that ensure every impression meets the highest standards of quality and effectiveness. That is what drives meaningful outcomes in today’s media environment.”
Key India Highlights:
- Brand Suitability: India’s brand suitability violations declined to 4.3%, lower than the global average of 5.2%. The 2024 election period saw spikes up to 50x the norm.
- Fraud and SIVT: India saw a 23% YoY rise in Fraud/SIVT violations to 0.6%, driven largely by bot and app fraud, occurring at 2.6x and 1.9x the regional averages respectively.
- Viewability: India’s Authentic Viewable Rate climbed to 72%, buoyed by an 11% increase in mobile app viewability.
- Attention Metrics: India achieved an Attention Index of 118, outperforming the global benchmark by 18%. However, its Engagement Index stood at 81, the lowest in APAC, signalling room for improvement in interaction-focused ad strategies.
“As India’s digital advertising landscape grows more sophisticated, marketers must shift their focus from merely reach and impressions to delivering meaningful, high-quality experiences,” said Samir Karpe, Country Manager, DoubleVerify India. “Ads that appear in the right context, capture real attention, and uphold brand values are what truly drive performance today.”
The report also indicates a shift toward commerce media networks, with over 70% of advertisers in India and Southeast Asia already investing in these platforms—and 20% planning further expansion. Social channels continue to outperform campaign baselines, reinforcing the move toward performance-led, digitally connected advertising.
Despite increased digital consumption—Indians spend an average of 3.4 hours/day online—ad fatigue is rising. DV data shows that 53% of Indian consumers would stop using a brand if its ad appeared next to offensive or false content, emphasizing the need for brand-safe, context-aware strategies.
DoubleVerify’s findings offer a strategic roadmap for Indian advertisers seeking to navigate rising complexities in digital media, reduce waste, and maximise both trust and ROI in an attention-driven economy.
