AdTech to become essential component across industries. -- Photo from marketingai.vn

HCM CITY – Advertising Technology (AdTech), which encompasses software and tools facilitating the buying and selling of digital advertising, is rapidly becoming an essential component across industries, particularly in Việt Nam, where the digital landscape is continuously evolving, experts said.  

As global shifts towards more personalised and seamless interactions take place, Việt Nam stands out as a dynamic player in both the gaming and AdTech sectors.

The impending changes, such as Google's phase-out of third-party cookies, Việt Nam's comprehensive Data Protection Law, and the surge in privacy-first advertising solutions, have heightened demand for advanced targeting technologies in AdTech and innovative approaches to tailored advertising strategies.

Việt Nam has experienced notable growth in its gaming market in recent years, driven by a young, tech-savvy population that fosters innovation and digital adoption. Notably, four Vietnamese game developers—iKame, Brave Stars, Xgame Global, and ABI Games Studio—secured spots among the top 25 global publishers by downloads in December 2024, solidifying the country's international influence.

According to Sensor Tower, a digital intelligence and app data analysis firm, 44 Vietnamese game studios have garnered over 1 million downloads for their games in the past 30 days, underscoring the country's increasing presence in the global gaming landscape. This rapid growth, coupled with Việt Nam's evolving digital ecosystem, is shaped by emerging AdTech trends, paving the way for innovative strategies and groundbreaking opportunities.

In 2025, Việt Nam's app and gaming industry is undergoing a revolutionary transformation driven by the swift adoption of cutting-edge AdTech trends.

AdTech is not merely an enabler but a driving force in shaping Việt Nam's digital future. One significant shift is the ascendancy of hybrid monetisation strategies that blend in-app purchases (IAP) and in-app advertising (IAA) to optimise revenue potential. 

Notably, mobile game developers are increasingly adopting this model due to its ability to significantly boost revenue and user engagement. 

“According to recent surveys, an impressive 72 per cent of mobile game developers have already embraced this model, recognising its ability to boost revenue and user engagement. Mid-core games on Android, for instance, achieved a remarkable 146 per cent return on ad spend by the 90th day—far outperforming IAP-only and IAA-only models. 

Hybrid monetisation also enhances user engagement, allowing developers to reach a wider audience beyond the mere 5 per cent who make IAPs. This approach ensures that both casual and dedicated gamers experience meaningful interactions, whether through gamified ads or rewarded ad formats,” Nana Phan, Head of Strategic Partnerships of Yango Ads, SEA, shared. 

Furthermore, using artificial intelligence (AI) in AdTech is becoming indispensable. AI's influence extends to customer engagement, with AI-powered chatbots and virtual assistants delivering real-time, personalised interactions. By leveraging AI and data analytics, brands can craft dynamic advertising experiences that resonate with players, fostering long-lasting connections.

As Việt Nam's AdTech ecosystem evolves, harnessing advanced technologies and strategic approaches is vital for success. Experts emphasise the importance of practical solutions for publishers and advertisers to remain competitive and optimise campaign performance.

First and foremost, understanding the audience is essential.

“By analysing user behaviour, advertisers can craft tailored strategies that strike a balance between ad placements and purchases, aligning with consumer preferences to enhance user engagement. AI-powered tools have become indispensable. Utilising AI-driven platforms for ad creation, precise targeting, and performance analysis not only boosts efficiency but also optimises campaign outcome.” Thư Nguyễn, business development manager of Yango Ads in Việt Nam, added.

Ultimately, data privacy must be a top priority. As data protection regulations grow increasingly stringent, ensuring compliance and prioritising user consent during data collection are vital to building consumer trust. 

“We need to put users' data privacy at the core of all operations. For example, Yango Ads builds products that are fully localised for the market, with commitments to safeguarding users’ data and adhering to local regulations,” Thư noted.

By focusing on these key areas, Vietnamese publishers and advertisers can unlock new opportunities and secure sustainable growth in the dynamic AdTech landscape. — VNS