DoubleVerify’s Global Insights Report: 1 in 2 Consumers in PH Would Drop Brands With Ads Next to Harmful Content

The annual report highlights the evolving role of attention, viewability, and suitability in maximizing media performance

Manila, Philippines — 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, spotlighting 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 report reveals notable improvements in global media quality, with declines in brand suitability violations and fraud rates, alongside modest gains in viewability. 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 the Philippines, media quality continues to improve, with brand suitability violations falling by 44% year-over-year. However, consumer sensitivity remains high— approximately 1 in 2 Filipinos (54%) say they would stop using a brand whose ads appear next to false or offensive content. With consumers in the Philippines spending at least 3.8 hours daily engaging with digital content and growing ad fatigue, brand suitability should be non-negotiable for advertisers aiming to build trust and drive performance in the market.

Other key findings in the Philippines include:

• Fraud and Sophisticated Invalid Traffic (SIVT): Fraud/SIVT incidents dropped by 61%, indicating improved efforts to eliminate invalid traffic.
• Viewability: The country’s Authentic Viewable Rate rose by 12%, showing enhanced ad visibility across screens.
• Attention Metrics: With an Attention Index of 117, the Philippines ranked third in Southeast Asia, outperforming the global benchmark and signaling high levels of audience engagement and ad exposure.

• 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 from 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%.

"With digital media habits evolving across the Philippines, advertisers need timely, data-backed insights to navigate growing complexity and improve campaign effectiveness,” said Conrad Tallariti, Managing Director, APAC of DoubleVerify "Driving real results today means ensuring every impression appears in a suitable context, captures genuine attention, and contributes to measurable performance. This is how brands can earn consumer trust and make a lasting impact in the market.”

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-dv-global-insights-apac/ 

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.