Marketers in India Face New Challenges as DV’s Global Insights Expose Social Media Walled Gardens

The 2025 Global Insights report by DoubleVerify (DV) has shed light on the evolving dynamics of social media advertising within walled gardens platforms like Facebook, Instagram, and YouTube that restrict data access. The study, spanning 22,000 consumers and nearly 2,000 marketers worldwide, reveals a dual reality: while consumers spend more time in these ecosystems, navigating them has become increasingly complex.

For marketers in India, where digital advertising growth is accelerating, the findings underscore the urgent need for independent verification tools and contextual intelligence to mitigate risks posed by AI-driven content and brand safety concerns.

Key Highlights:

• High Reliance: 88% of marketers globally depend on walled garden platforms for scale and precision.
• Rising Risks: AI-generated content and unsuitable ad adjacency are creating brand safety challenges.
• Consumer Behavior: Engagement within walled gardens is growing, but transparency remains limited.
• India’s Impact: Marketers must adopt verification and contextual targeting to ensure campaign integrity.
• Strategic Shift: Focus is moving from pure reach to trust, transparency, and suitability in digital advertising.

This shift signals a new era for Indian marketers, where balancing reach with responsibility will define success in digital campaigns.

Sources: Livemint, DoubleVerify Newsroom, MarketScreener