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How Consumersand Marketers UseWalled Gardens say social influencers impacttheir purchase decisions.54%of consumers While walled gardens offer scale, engagementand rich contextual placements, theseopportunities introduce new complexities:fragmentation, shifting audience behaviorsand a constant tradeoff betweenperformance, protection and efficiency.The cost of compromise? Missed audiences, wasted spend and potential brand risk. The State of WalledGardens and SocialMedia Usage The question is no longer whether to invest in walled gardens, but how to maximize every dollar — without compromise. As marketers navigate this landscape, trusted partners play apivotal role in turning complexity into clarity. What if you could have it all — scale, suitabilityand measurable outcomes? This report explores how. wanes on various platforms, marketers demand tangible outcomes from their media buys;not just exposure opportunities, but contexts that offer quality ad environments, audienceprecision and generation of net new business.Of the 3.5 hours of leisure time consumers spend per day consuming digital media, walled gardens are taking the lion’s share of attention. Accordingly, marketers are spending recordbudgets. Facebook and Instagram alone command $192 billion in global ad spend in 2025— and that’s just two platforms within the “Meta-verse.” This is closely followed by TikTok,raking in $34 billion in global ad spend. With two in three consumers influenced by socialcontent in their purchase decisions, the stakes for getting context and placement right havenever been higher. all — scale, suitability andmeasurable outcomes? Foreword, by DoubleVerify CEO, Mark Zagorski more impactful — or more complex.Attention is splintered across platforms, AI engagementsare changing the marketer-consumer dynamic, data is locked behind walls and the path frominvestment to outcome has grown harder to see. Yet, amid this complexity, lies opportunity.The brands that win will be those that bring discipline and clarity to every stage of the media journey:verifyingthe quality of their media;optimizingperformance through data, AI andautomation; andproving outcomeswith independent, trusted measurement. These are not justbest practices, they’re the principles that define the future of effective marketing.Drawing on insights from22,000 consumersand1,970 marketing and advertising decision- makersworldwide, this report explores how people and brands engage across today’s mostinfluential digital environments. The message we uncovered is clear: while walled gardensdeliver scale, sustainable performance depends on transparency and trust.In an era whereevery impression counts, clarity is not a luxury, it’s a competitive advantage.By combining media quality verification, performance optimization and outcomes validation, marketers can turn complexity into confidence, attention into action and media investment intomeasurable impact.Mark Zagorski CEO, DV The State of Walled Gardens and Social Media Usage2 Table of Contents Foreword, by DoubleVerify CEO Mark Zagorski3 Consumer Trends: How Consumers Scroll, Tap and ShopPlatform Behavior and DemographicsSocial as a News ChannelInfluencer Impact and Social CommerceConsumer Perception of Advertising5681013 How Marketers Advertise Within Walled GardensUnpacking Marketer ConcernsDespite Challenges, Marketer Confidence Is Growing141517 DV Surveyed 22,000 Consumers Consumer Trends:How Consumers Scroll, Tap and Shop eyes — and wherever there are eyes,there are opportunities for marketersto make an impact. It’s this ever-present yet fleeting attention thatmakes consumer behavior the mostpowerful, dynamic and volatile engine, driving marketing investment decisions. The appealof walled gardens lies in their blend of endless entertainment, vibrant community and Our survey findings reveal:lies in their blend of endlessentertainment, vibrant communityand hyper-personalized experiences. Platform and content hyper-personalized experiences — across both user-generated content and ads — drivenby sophisticated algorithms. For consumers, every scroll brings something new, relevantand engaging, making these platforms a daily digital destination.To decode these behaviors, DV surveyed 22,000 consumers across 21 countries,uncovering how people of all ages engage with platforms, consume news, interact with of ads and impact onpurchasing decisionsInfluencer impact on News consumption patternsconsumption patternsby demographic influencers and respond to advertising within walled gardens. social commerce patterns Platform Behavior and Demographics A Snapshot: Consumers Spend their Time Online28% Of surveyed consumers, 28% expect tospend more time on social media platformsin the next year. YouTube is capturing themajority of user attention, closely followedby Facebook, Instagram and TikTok.Evidently, YouTube’s broad appeal andhigh usage frequency make it an appealingand foundational marketing channel for m