New Delhi, Jan. 13 -- For years, social platforms have promised advertisers scale and precision. Now that promise is being reassessed. A new global study by DV, spanning 22,000 consumers and nearly 2,000 marketers, offers a clear view of how people now behave within walled gardens and how marketers are responding to rising risks around AI-generated content, ad adjacency and suitability.

2025 DV Global Insights: How Consumers and Marketers Use Walled Gardens highlights a dual reality: consumers are spending more time in these environments, yet navigating them has become more complex. This matters because social media remains central to digital advertising; 88% of marketers use it, even as 65% express concerns about brand suitability. Mean...