New research from DoubleVerify finds that Indian consumers are likely to use ad blockers and opt out of cookie tracking
MUMBAI – September 04, 2026 – New findings from DoubleVerify found that Indian consumers are more likely than consumers globally to use ad blockers and to opt out of cookie tracking.
The findings are based on a DV-commissioned global survey of 22,000 consumers across 22 markets, examining attitudes toward digital advertising, media quality and AI.
According to DV’s India research:
Just 48% of consumers say they use an ad blocker, a software tool or browser extension that prevents ads from appearing on websites and videos, compared with 47% globally.
Meanwhile, 74% say they have opted out of cookie tracking, compared with 68% globally. Tracking cookies are small text files placed by websites or third parties to monitor online activity, remember user preferences and build profiles based on browsing behavior.
“Indian consumers have high expectations around online privacy,” said *Conrad Tallariti, Managing Director, Sales, Asia Pacific, DoubleVerify* . “Nearly half use ad blockers, while an even greater share have opted out of cookie tracking. That makes contextual relevance, showing ads that match the content and experience around them, critical.”
DV found that this preference for contextual relevance extended to AI chat experiences. While consumers responded negatively to ads shown alongside “highly personal” AI conversations (21% vs. 46%), ads shown alongside “highly relevant” AI conversations were the only scenario tested where positive sentiment outweighed negative (58% vs. 12%).
The findings suggest consumers distinguish between advertising that is relevant to what they’re doing and advertising that feels overly personal.