DoubleVerify’s Global Insights Report: Thailand 3rd Highest Viewability Rate in APAC

Bangkok, Thailand – July 23, 2025 — DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimize ad performance, and prove campaign outcomes, today released its 2025 Global Insights: APAC Report, highlighting key advertising trends and media quality benchmarks. The report draws on over one trillion impressions across desktop, mobile and CTV environments, as well as survey responses from marketers and consumers globally.

This year’s global report reveals notable improvements in global media quality, with declines in brand suitability violations and fraud rates, alongside modest gains in viewability. However, attention continues to vary significantly across regions, formats and devices, highlighting the need for advertisers to customize strategies that drive both performance and protection.

In APAC, standards of media quality differ as the region saw increases in brand suitability violations as well as low authentic viewability rates even as it maintained lower fraud rates.

Key Trends across APAC and Thailand include: 

• Brand Suitability: APAC’s brand suitability violation rate is 15% higher year-over-year at 7.7%. In Thailand, these violations rose by 19% from the previous year, reaching 8.1%. This increase can be attributed to unexpected sensational local events, which can heighten brand suitability risks over time.
• Fraud and SIVT: The rate increased to 0.8% in APAC. Thailand, alongside Vietnam, recorded the region’s third-lowest fraud/SIVT violation rate at just 0.4%.
•  Viewability: APAC’s Authentic Viewable Rate is the lowest globally at 61%. However, Thailand has made notable progress, increasing the metric by 5% year-over-year to reach 76%, the third-highest in APAC.
• Attention Metrics: APAC’s Attention Index stands at 114, 14% above the global benchmark, while Thailand’s Attention Index stands at 115. 

“APAC’s media quality standards present a diverse landscape with significant regional variations,” said Conrad Tallariti, Managing Director, APAC of DoubleVerify. “In Thailand, where online content consumption grows daily, advertisers face both challenges and opportunities. It’s crucial for brands to strategically align their ads with relevant content on appropriate platforms to sustain Thailand’s impressive Attention Index. By leveraging data-driven insights and understanding consumer behavior, advertisers can optimize campaigns for high engagement and a robust digital presence. Our latest findings emphasize the importance of real-time, region-specific insights to help brands maximize ROI, minimize waste, and ensure their media investments deliver both protection and performance.”

Global highlights include:

• Brand Suitability: Violation rates fell 15% year-over-year, with Unsuitable Category violations still comprising the majority (65%) of all incidents.
• Fraud and Sophisticated Invalid Traffic (SIVT): Global fraud/SIVT dropped 7% year-over-year, but bot fraud increased sharply, particularly in mobile app environments.
• Viewability: The global Authentic Viewable Rate rose 3% to 70%, supported by industry efforts to address “TV Off” issues in CTV.
• Attention Metrics: APAC led all regions with a 14% higher Attention Index than the global benchmark of 100, while North America trailed by 4%.

Marketers across APAC are increasingly prioritizing channels like commerce media networks, with over 20% in both Southeast Asia and India planning to boost investment. Top-performing formats, such as social media reels and feeds, are consistently exceeding campaign baselines, reflecting a broader shift toward performance-driven, digitally connected advertising.

At the same time, consumers in the APAC region are spending an average of 3.5 hours per day with online content, led by social media. But ad fatigue is rising: 46% use ad blockers, and nearly half of consumers say they’re less likely to purchase from a brand if its ad appeared next to false or offensive content, reinforcing the critical need for brand suitability and context-aware media strategies.

As media investments grow more complex, DV’s regional insights provide a critical roadmap for advertisers to reduce waste, boost engagement and drive measurable outcomes in APAC and beyond.

To view the full report, visit: https://doubleverify.com/2025-global-insights-apac-report-thai/

About DoubleVerify

DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.