DoubleVerify’s Global Insights Report: Indonesia Stands Out in APAC for Ad Attention, but Media Quality Remains Volatile

The annual report highlights the critical role of localized tools as Indonesian viewability, fraud and suitability metrics diverge from regional trends

JAKARTA, Indonesia — 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 connected TV (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 a decline 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 APAC, standards of media quality differ as the region saw an increase in brand suitability violations as well as low authentic viewability rates even as it maintained lower fraud rates. Key Trends in Indonesia include: 

• Brand Suitability: Violations increased by 19% compared to the previous year, reaching 6.3%. A notable period of fluctuations in brand suitability violation rates coincided with Indonesia’s election period in 2023-2024. DV observed spikes of up to 11.9x in brand suitability violations in a single day, compared to the baseline, coinciding with the election results announcement.
• Fraud and SIVT: The rate increased 6% to reach 0.3% in Indonesia, with app fraud and emulators being the highest contributors to this, with violation rates 1.7x and 1.4x higher respectively, compared to other countries in the region.
• Viewability: Authentic Viewable Rate rose to 78% in Indonesia, with the country seeing one of the higher Video Viewable Rates in the region at 88%. This was also observed in several other markets across Southeast Asia; such as Malaysia, Philippines, and Thailand. In DV’s report "Trends in the Modern Streaming Landscape”, it was noted that Southeast Asia has one of the highest CTV Authentic Viewable Rates at 94%.
• Attention Metrics: Indonesia’s attention index of 125 outpaces the APAC benchmark, which was driven by both small and medium-sized mobile web display ads, which were over the global benchmark by 34% and 43% respectively.

"Indonesia’s digital ecosystem is commanding attention with the high index that underlines the strength of mobile engagement in the country. However, heightened app fraud and surges in brand suitability violations underscore the urgent need for protection to match performance. Advertisers here are navigating increasingly fragmented environments where attention is hard-won and brand reputation can shift in an instant. 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,” said Conrad Tallariti, Managing Director, APAC of DoubleVerify.

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 in 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 Indonesia and beyond.

To view the full report, visit: https://doubleverify.com/wawasan-global-2025-laporan-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.