DoubleVerify's 2025 Global Insights: APAC Report reveals significant improvements in media quality and brand safety across the Philippines, with sharp declines in violations and fraud, whilst highlighting rising ad fatigue and bot fraud challenges in the wider region.
DoubleVerify, a major player in media quality verification and ad performance optimization software, has just come out with their 2025 Global Insights: APAC Report. It shines a light on key trends and benchmarks happening in advertising throughout the Asia-Pacific region. Based on over a trillion impressions across different platforms—think desktop, mobile, and connected TV (CTV)—and backed by in-depth surveys of both marketers and consumers, the report shows some really positive developments, especially in the Philippines. But it also points out ongoing issues related to media quality and brand safety.
In the Philippines, there’s some clear evidence that things are improving in terms of media quality. For example, brand suitability violations—those incidents where ads appear next to inappropriate or false content—have dropped by about 44% compared to last year. That’s actually pretty promising because it indicates that efforts to keep ads clean and relevant are paying off. Alongside that, incidents involving fraud and sophisticated invalid traffic (SIVT) have fallen dramatically—by roughly 61%. That suggests that stronger measures are being put in place to fight fake traffic. The country’s Authentic Viewable Rate—a key metric showing how often ads are genuinely seen—has increased by 12%. That’s a good sign that ads are getting cleaner placements across screens. All this is happening as Filipino consumers spend about 3.8 hours daily engaged with digital content, making the region seem like a really fertile ground for digital advertising. But, here’s an interesting twist: about 54% of Filipinos say they would stop supporting a brand if their ads appeared next to misleading or harmful content, which really underlines the importance of maintaining brand suitability to keep consumer trust high and drive strong market results.
The report also highlights how engaged audiences in the Philippines are, with an Attention Index of 117—this puts the country third in Southeast Asia and well ahead of the global average, which is 100. It sounds like consumers in the region are pretty tuned in, yet that comes with a flip side. Advertisers need to stay alert because ad fatigue is on the rise, and that problem’s only compounded by a 46% increase in ad blocker usage across APAC. Industry folks like Conrad Tallariti, who’s the Managing Director of DoubleVerify APAC, emphasize that adopting data-driven strategies—making sure every impression is appropriate for the context—is absolutely critical for earning genuine attention and trust, which are essential for long-term success.
When looking at the broader APAC picture, the region does quite well, with a 14% higher Attention Index compared to global averages. Video viewability and engagement are particularly strong, especially in Southeast Asia, where video viewability hits around 85%. But, of course, it’s not all smooth sailing. There are some tricky issues, like the rise of bot fraud, especially on mobile apps. Singapore, for example, saw a surge in attention but also a 54% increase in nonhuman data centre traffic. This contributed to a 1.6% fraud/SIVT violation rate, which shows how delicate balancing acts—maximizing engagement while fighting sophisticated fraud—really are.
Looking beyond the region, globally, brand suitability violations have gone down by 15% year over year, yet around 65% of these still result from ads being placed in inappropriate categories. Fraud and SIVT violations have decreased by roughly 7% worldwide, but bot fraud, especially on mobile apps, remains a concern. Industry improvements are also evident in the increase of the Authentic Viewable Rate from just 3% to a solid 70%, reflecting concerted efforts to combat issues like “TV Off” scenarios in connected TV settings.
In terms of marketing strategies, marketers across APAC are shifting towards performance-heavy formats—think social media reels and feeds—and greatly increasing investments in commerce media networks. Over 20% of marketers in Southeast Asia and India plan to ramp up these investments. The goal is to not only expand reach but also to make campaigns more measurable and deliver better returns, which is definitely a positive trend in digital advertising.
However, with the media landscape becoming more complex and consumer expectations rising, the importance of using advanced brand safety measures—like pre-bid protections—has become even more critical. Many media buyers in APAC agree, with more than half citing low-quality content and fake-for-ad sites as major threats to the ecosystem. So, advertisers need to hone their strategies to protect their brands’ integrity, cut down on wasted media spend, and maintain high engagement levels if they want to stay ahead in this ever-evolving environment.
All in all, DoubleVerify’s 2025 report offers a pretty useful guide for stakeholders across the automotive aftermarket and broader advertising sectors in APAC. It makes a compelling case for tailored strategies that balance performance with brand safety. And as digital media habits change at breakneck speed, ensuring every impression is both visible and contextually appropriate will be key to navigating the complicated waters of modern advertising—and building lasting relationships with consumers.
[Sources: [1]](https://www.megabites.com.ph/doubleverifys-global-insights-report-1-in-2-consumers-in-ph-would-drop-brands-with-ads-next-to-harmful-content/?utm_source=rss&utm_medium=rss&utm_campaign=doubleverifys-global-insights-report-1-in-2-consumers-in-ph-would-drop-brands-with-ads-next-to-harmful-content), [4], [5]] for the Philippines and regional insights; [2], [3], [6], [7]] for broader APAC and global trends.
Source: Noah Wire Services
