Both watermark structure and embedding strategy affect robustness of image watermarks. Where should watermarks be embedded in the discrete cosine transform (DCT) domain in order for the invisible image watermarks to be robust? Though many papers in the literature agree that watermarks should be embedded in perceptually significant components, dc components are explicitly excluded from watermark embedding. In this letter, a new embedding strategy for watermarking is proposed based on a quantitative analysis on the magnitudes of DCT components of host images. We argue that more robustness can be achieved if watermarks are embedded in dc components since dc components have much larger perceptual capacity than any ac components. Based on this idea, an adaptive watermarking algorithm is presented. We incorporate the feature of texture masking and luminance masking of the human visual system into watermarking. Experimental results demonstrate that the invisible watermarks embedded with the proposed watermark algorithm are very robust.