Ad viewability measures whether an ad had an opportunity to be seen, but benchmarks vary by format, market, and measurement method. In 2024, DoubleVerify measured a 70% global Authentic Viewable Rate, while IAS reported 83.9% global desktop video viewability. These figures are not interchangeable: they come from different measurement programs and definitions.
Contents
- Global ad viewability benchmarks
- Display versus video performance
- Campaign protection and media waste
- Regional viewability differences
- APAC market benchmarks
- IAS global and U.S. benchmarks
Global ad viewability benchmarks
DoubleVerify’s DV 2025 Global Insights: APAC Report measured a 70% global Authentic Viewable Rate in 2024, an increase of 3% year over year. The report’s format-specific results were 69% for display and 76% for video, with display up 2% year over year and video up 8% year over year. The year-over-year changes describe movement from the prior measurement period; they do not mean that 3% or 8% should be added to the reported rates.
The global results provide a useful starting point for advertising guides because they show both the overall level and the format gap. Video’s 76% Authentic Viewable Rate was higher than display’s 69% rate in the same 2024 global data. The gap was therefore seven percentage points within this DoubleVerify measurement set.
DoubleVerify also separated campaigns according to whether they used its protection approach. Protected campaigns recorded a 69% display Authentic Viewable Rate and a 76% video Authentic Viewable Rate in 2024. Unprotected campaigns recorded 57% for display and 59% for video.
| DoubleVerify 2024 global measure | Display | Video |
|---|---|---|
| Overall Authentic Viewable Rate | 69% | 76% |
| Protected campaign rate | 69% | 76% |
| Unprotected campaign rate | 57% | 59% |
| Protected minus unprotected | 12 percentage points | 17 percentage points |
The protected and unprotected rows are campaign-group comparisons from the report, not a universal guarantee that every protected campaign will reach the protected rate. They show how campaign controls can coincide with materially different viewability outcomes.
Display versus video performance
Across the global DoubleVerify data, video was the stronger format on Authentic Viewable Rate: 76% compared with 69% for display. The year-over-year trend was also stronger for video, which rose 8% compared with display’s 2% increase. These results describe 2024 global measurement and should not be treated as a forecast for a particular placement, audience, or publisher.
The APAC results reinforce the importance of keeping formats separate. DoubleVerify reported a 61% total APAC Authentic Viewable Rate in 2024, down 2% year over year. Its total APAC display Viewable Rate was 62%, down 4% year over year, while total APAC video Viewable Rate was 82%, up 6% year over year.
The APAC format figures use “Viewable Rate” in the regional reporting, while the broader benchmark uses “Authentic Viewable Rate.” That wording matters. A regional rate should be read within the report’s measurement framework rather than directly ranked against every other metric in this article.
IAS reported another set of 2024 benchmarks. Its 20th Media Quality Report measured global desktop video viewability at 83.9%, up 5.4% year over year. IAS also reported global viewability rising 1.6% year over year in 2024. Its worldwide mobile-app display viewability average was 74.2%.
These IAS figures demonstrate why device and inventory type belong beside any benchmark. Desktop video at 83.9% and worldwide mobile-app display at 74.2% describe different environments. They should not be combined into one blended rate.
Campaign protection and media waste
The DoubleVerify protected-campaign comparison is especially relevant when viewability is used as a budget-quality signal. In 2024, protected campaigns recorded a 12-percentage-point advantage over unprotected campaigns for display: 69% versus 57%. The video difference was 17 percentage points: 76% for protected campaigns versus 59% for unprotected campaigns.
DoubleVerify estimated media waste from unprotected campaigns at $336,000 per billion impressions in 2024. This is an estimate tied to the report’s unprotected-campaign analysis, not a universal cost for every campaign. The figure is best used to illustrate the potential financial scale of low-quality or poorly protected delivery.
For a campaign review, the most useful comparison is therefore not only “What is the viewability rate?” It is also “Which format, geography, device, and campaign-protection group produced that rate?” The supplied 2024 results show that each of those dimensions can change the benchmark substantially.
Regional viewability differences
DoubleVerify reported APAC’s 2024 Authentic Viewable Rate at 61%, the lowest among the four regions included in its report. Its regional display and video rates were 58% and 80%, respectively. EMEA recorded 66% for display and 76% for video. Latin America recorded 75% for display and 73% for video. North America recorded 70% for display and 76% for video.
| Region, 2024 DoubleVerify data | Display | Video |
|---|---|---|
| APAC | 58% | 80% |
| EMEA | 66% | 76% |
| Latin America | 75% | 73% |
| North America | 70% | 76% |
The regional table shows two important patterns. First, APAC’s display rate was below the other reported regional display rates. Second, APAC’s video rate was above EMEA, Latin America, and North America in this regional comparison. A single regional average would conceal that contrast.
DoubleVerify also reported APAC’s total 2024 Viewable Rate at 61%, down 2% year over year. The total APAC display Viewable Rate was 62%, down 4%, while the total APAC video Viewable Rate was 82%, up 6%. Because the report presents both total and format-specific figures, readers should retain the labels when citing them.
APAC market benchmarks
The APAC market results vary widely. Australia and New Zealand recorded a 70% Authentic Viewable Rate in 2024, with 73% for display and 73% for video. Japan recorded 42% overall, 46% for display, and 60% for video. Hong Kong recorded 62% overall, 68% for display, and 78% for video.
India recorded a 72% Authentic Viewable Rate, with 69% for display and 86% for video. Southeast Asia recorded 72% overall, 73% for display, and 85% for video. Indonesia recorded 78% overall, 77% for display, and 88% for video.
| APAC market or grouping, 2024 | Authentic viewable | Display | Video |
|---|---|---|---|
| Australia and New Zealand | 70% | 73% | 73% |
| Japan | 42% | 46% | 60% |
| Hong Kong | 62% | 68% | 78% |
| India | 72% | 69% | 86% |
| Southeast Asia | 72% | 73% | 85% |
| Indonesia | 78% | 77% | 88% |
| Malaysia | 74% | 76% | 81% |
| Philippines | 80% | 80% | 81% |
| Singapore | 64% | 68% | 74% |
| Thailand | 76% | 77% | 91% |
| Vietnam | 69% | 69% | 83% |
Malaysia recorded 74% overall, 76% for display, and 81% for video. The Philippines recorded 80% overall, 80% for display, and 81% for video. Singapore recorded 64% overall, 68% for display, and 74% for video. Thailand recorded 76% overall, 77% for display, and 91% for video. Vietnam recorded 69% overall, 69% for display, and 83% for video.
Within these APAC figures, Japan had the lowest overall rate at 42%, while the Philippines had the highest overall rate at 80%. Thailand had the highest listed video rate at 91%. These are descriptive comparisons of DoubleVerify’s 2024 market data, not rankings of all advertising inventory in those markets.
IAS global and U.S. benchmarks
IAS’s 20th report provides device-specific and environment-specific context for 2024. U.S. mobile-app display viewability was 86.8%, up from 83.5% in 2023. U.S. mobile-web video viewability was 79.4%, up from 74.2% in 2023. The two increases are reported for different U.S. environments, so they should not be interpreted as one combined U.S. trend.
IAS’s 21st Media Quality Report measured global video viewability at 79.7% and global display viewability at 67.9% in its 2025–2026 report edition. IAS reported global video viewability 11.8 percentage points above display viewability in that report. The report edition is the relevant period label supplied for these figures; it is distinct from the 2024 measurement period used for the other IAS and DoubleVerify benchmarks in this article.
Taken together, the IAS figures show why a benchmark needs a date, format, device, geography, and source label. The 2024 worldwide mobile-app display average was 74.2%, U.S. mobile-app display was 86.8%, global desktop video was 83.9%, and U.S. mobile-web video was 79.4%. Each number answers a narrower question than “What is the average ad viewability?”
For reference, the figures come from DoubleVerify’s DV 2025 Global Insights: APAC Report, IAS’s 20th Media Quality Report, and IAS’s 21st Media Quality Report. Their methodologies and labels should remain attached when these benchmarks are reused in campaign planning or reporting.