DoubleVerify, the leading software platform to verify media quality, optimise ad performance, and prove campaign outcomes, today released its 2025 Global Insights: EMEA 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. However, attention continues to vary significantly across regions, formats and devices, highlighting the need for advertisers to customise strategies that drive both performance and protection.

“As media investments become more complex and fragmented, our insights offer a critical roadmap for advertisers seeking to reduce waste, maximise engagement, and drive tangible outcomes across the globe,” said Mark Zagorski, CEO of DoubleVerify. “With a deep, transparent view into media quality and performance, we empower brands to make smarter media investment decisions and deliver superior results."

Key Trends across EMEA and the UK include: 

• Brand Suitability: EMEA Violations declined by 24% year-over-year to 7.1%, with the UK being the primary driver of the overall decrease, resulting in a 21% drop in brand suitability violations in the country. Despite this improvement, EMEA has the second-highest violation rate among regions, 37% higher than the global benchmark. Most incidents in EMEA stemmed from mobile web ads, with mobile web display ads specifically exhibiting a brand suitability violation rate of 8.8%.
• Fraud and SIVT: The rate decreased by 33% year-over-year to 0.7%, with a notable decline of 34% in the UK. This shift occurred primarily due to lower non-human data center traffic, which decreased by more than 30%, and hijacked device violations, which decreased by more than 70%. Fraud/SIVT in EMEA sat 27% below the global benchmark, making it the lowest rate globally.
• Viewability: The Authentic Viewable Rate rose to 71% in the UK, driven by gains in the UK’s mobile web display ads and improved on-screen standards.

The EMEA Attention Index was above global norms. High engagement in desktop display ads, in-app video ads, and mobile web display ads points to optimisation opportunities. While Authentic Attention in EMEA exceeds the Global Benchmark, the UK is lagging behind the rest of the region.

Marketers in EMEA are increasingly prioritising channels like commerce media, news and CTV. Although only around half of UK marketers currently advertise on CTV, a large portion of those who do not yet advertise on CTV plan to start within the next year. Meanwhile, top-performing formats, such as social media feeds and reels, are consistently exceeding campaign baselines, reflecting a broader shift toward performance-driven, digitally connected advertising.

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 EMEA and beyond.

DoubleVerify

DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transpare...

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