Vietnam Emerges as APAC’s Bright Spot in DoubleVerify’s Global Insights Report, Topping Attention Index with Low Fraud Rate

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

Hanoi, Vietnam — 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 a more challenging environment for advertisers across APAC with growing brand suitability violations and fraud rates, alongside relatively low authentic viewability. However, the report also shows encouraging signs with APAC having the highest video viewable rate across all regions, while attention continues to lead globally, across formats and devices, highlighting the need for advertisers to customize strategies that drive both performance and outcome.

Key Trends across APAC and Vietnam include: 

• Brand Suitability: In Vietnam, violations increased by 14% year-over-year to 8.3%, significantly higher than the APAC average of 7.7%. For APAC, volatile news cycles were observed to have contributed to this trend, such as news on politically sensitive events and other sensational news.
• Fraud and SIVT: The rate in Southeast Asia decreased to 0.8%, while Vietnam saw an even lower rate of 0.4%, 1% down from last year. APAC’s fraud rate is 18% lower than the global benchmark, making it the second-lowest globally.
• Viewability: Vietnam’s Authentic Viewable Rate decreased to 69%, a 4% decline compared to last year, with a fall in both display and video Viewable Rates by 3% and 4% respectively, underlining the importance for advertisers to evaluate current performance and identify opportunities to enhance ad visibility. 
• Attention Metrics: Vietnam has the highest Attention Index in APAC, standing 27% above the global benchmark. This is primarily due to the Exposure Index for medium-sized mobile web display ads indexing 93% higher than the global benchmark.

• 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 APAC 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 Vietnam and beyond.

To view the full report, visit: https://doubleverify.com/thong-tin-chuyen-sau-toan-cau-2025-bao-cao-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.