In this paper, an adaptive invisible watermarking scheme has been proposed for embedding and extracting a digital watermark into or from images. The proposed method uses an adaptive procedure to calculate parameters such as embedding and scaling factors which are used to adjust the strength of cover images and watermark images respectively. In this proposal, discrete wavelet transform (DWT) and singular value decomposition (SVD) techniques are used to embed watermark. The proposed methodology can be used to prevent copyright infringement of images in public or private domain by providing a way to securely inserting watermark into color or grayscale images. The proposed technique is robust to various attacks that can be implemented on watermarked images. The efficiency of the proposed algorithm is verified by the results obtained through various attacks implemented on the watermarked images. © 2016 by CESER PUBLICATIONS.