DoubleVerify Releases 2025 Global Insights Report on Walled Gardens

"Social media adoption and performance: Social media is a near-universal channel across EMEA, with 90% of advertisers active on social platforms and 87% in the UK. Confidence in performance is strong: 75% of EMEA marketers say social media feeds outperform campaign baselines, increasing to 81% in the UK. Meanwhile, 77% of advertisers in EMEA and 75% in the UK believe reels perform better relative to campaign baselines."

"Brand suitability and advertiser confidence: Despite strong performance, brand suitability concerns remain elevated, with 56% of UK advertisers concerned about placement suitability. However, trust in environments remains high: 84% of EMEA and 85% of UK advertisers consider social media newsfeeds suitable, while social video and reels are viewed as suitable by 84% of advertisers in EMEA and 79% of advertisers in the UK."

"Measurement and controls: The most valued third-party tools in the UK focus on post-bid media quality measurement (40%), and pre-bid content alignment controls (39%), highlighting the demand for greater transparency, fraud protection, and contextual control as social investment grows. Time spent on social media: The UK stands out as most likely to spend more time on social media in the next 12 months, with 22% of consumers believing they will spend more time on social media, signalling continued audience expansion and rising commercial opportunity."

Social media reaches near-universal adoption across EMEA, with 90% of advertisers active on social platforms and 87% in the UK. Social feeds outperform campaign baselines for 75% of EMEA marketers (81% in the UK), while 77% in EMEA and 75% in the UK report reels outperform baselines. Brand suitability concerns persist—56% of UK advertisers worry about placement—although 84% of EMEA and 85% of UK advertisers view social newsfeeds as suitable; social video and reels are seen as suitable by 84% in EMEA and 79% in the UK. UK advertisers prioritize post-bid measurement (40%) and pre-bid content controls (39%), with UK consumers likely to spend more time on social platforms and report high AI content visibility.

Read at Exchangewire