AdTech Revolution in Vietnam: The Key to Unlocking Digital Success

The Rise of Personalised Advertising

Vietnam’s advertising landscape is undergoing a transformative shift, driven by the cutting-edge technologies of AdTech. With the removal of third-party cookies by Google and the implementation of Vietnam’s Data Law, businesses are increasingly looking for personalised solutions. AdTech plays a pivotal role in this transformation, offering a range of tools that help optimise ad performance, target audiences, and maximise revenue.

Key Statistics

76.2 million social media users in Vietnam, accounting for 75.2% of the total population (We Are Social, January 2024)
3.5 million people or 4.8% growth in social media users from the beginning of 2024 to the beginning of this year (We Are Social, January 2024)
6.39 billion USD expected gaming industry by 2025 (Source: Adjust’s Mobile App Trends 2025 report)
6 billion mobile phone users worldwide, with about 18.22 billion devices (Adjust’s Mobile App Trends 2025 report)
626 billion USD forecasted mobile application market by 2030 (Source: Adjust’s Mobile App Trends 2025 report)

The Importance of Localised Approaches

As the gaming industry in Vietnam is expected to reach 6.39 billion USD by 2025, Vietnam is becoming an essential hub in the gaming and AdTech ecosystem. Localised approaches can help increase engagement rates and bring higher efficiency to digital advertising.

85% of online shoppers in Southeast Asia prefer to use apps rather than websites (Source: Digital Vietnam 2025 report by We Are Social and Meltwater)
Social networks continue to play an important role in brand search behaviour, with a growth rate of 3.4%, higher than search engines (Source: Digital Vietnam 2025 report by We Are Social and Meltwater)

AdTech Trends to Watch

According to experts, AdTech is not only a supporting tool but also a driving force shaping Vietnam’s digital future. Some of the most prominent trends include:

Hybrid revenue growth strategies combining in-app purchases and in-app advertising to maximise revenue potential
Increased use of AI in AdTech to create authentic and relevant advertising experiences for users
Importance of leveraging AI-integrated tools to optimise campaign performance and increase efficiency
Prioritising data privacy and user consent during data collection

Expert Insights

Industry experts highlight the indispensable role of AI in AdTech. Nana Phan, Head of Strategic Relations for Yandex Ads in Southeast Asia, notes that up to 72% of game developers are applying hybrid revenue growth strategies. “A report shows that the Return on Ad Spend (ROAS) after 90 days of mid-range Android games reached 146%, far surpassing the IAP-only (93%) or IAA-only (58%) models,” she said. Increased revenue and more user engagement allow developers to reach a wider audience, compared to just 5% from IAP users. Thu Nguyen, Business Development Manager of Yango Ads, emphasises the importance of understanding users and analysing user behaviour to optimise advertising strategies. “Using AI-powered platforms to create ads, target precisely, and analyse performance not only helps increase efficiency but also optimizes campaign results,” she said. Thu also stresses the need to prioritise data privacy and user consent during data collection.

Conclusion

The AdTech revolution in Vietnam is a critical aspect of the country’s digital future. As businesses continue to look for personalised solutions, AdTech is becoming a key factor in shaping the country’s digital landscape. By adopting practical solutions and leveraging cutting-edge technologies, publishers and advertisers can maximise campaign performance and stay competitive in the market.