Mumbai, Aug. 5 -- Seven in ten Indian consumers are mentally tuning out digital advertisements by skipping, muting, or ignoring them altogether, as fatigue mounts, according to a new India-focused research report.

India now ranks third globally in ad fatigue, behind only the US and Australia, according to the report titled 'The Untapped Opportunity of Omnichannel' prepared by The Trade Desk, a US-based tech platform that allows advertisers to buy digital ad space.

It is not the volume of ads that's causing this fatigue, but their inability to strike a chord and connect with consumers. Indian users spend nearly nine hours a day across more than five media channels, from OTT and CTV (connected TV) to mobile, display, audio, and gaming, bu...