Hanoi (VNA)🌳 – The application and gaming industry in Vietnam is experiencing an incredible transformation, driven by cutting-edge advertising technology AdTech trends.

With Google’s removal of third-party cookies and Vietnam’s Data Law, businesses are increasingly looking for personalised solutions and investing in AI to maximise efficiency. In this context, AdTech is becoming a key factor shaping Vietnam’s digital future. Described as digital technologies and solutions that support the buying, selling, management, and optimisation of online advertising, AdTech encompasses a range of tools that help optimise ad performance, target audiences, and maximise revenue. According to a report by We Are Social, as of January, there were 76.2 million social media users in Vietnam, accounting for 75.2% of the total population. The growth of social media users in Vietnam is quite impressive, with an increase of 3.5 million people or 4.8% from the beginning of 2024 to the beginning of this year, making it an important advertising channel for businesses. Localised approaches will help increase engagement rates and bring higher efficiency to digital advertising. With the Southeast Asian gaming industry expected to reach 6.39 billion USD by 2025, Vietnam is becoming an important hub in the gaming and AdTech ecosystem. Also according to Adjust's Mobile App Trends 2025 report, the number of mobile phone users worldwide is about to reach 6 billion people, with about 18.22 billion devices. Accordingly, the mobile application market is forecast to boom, topping 626 billion USD by 2030, corresponding to a compound annual growth rate (CAGR) of 14.3% in the 2024-2030 period. The report also shows that in 2024, user spending on mobile apps increased by 15.7% year-on-year, while average smartphone usage time reached five hours per day. Meanwhile, e-commerce is also shifting strongly to mobile platforms. According to statistics, 85% of online shoppers in Southeast Asia prefer to use apps rather than websites. According to the 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. This shift is mainly driven by the rapid development of Facebook, Zalo and TikTok. The above figures show that this is a great opportunity for the AdTech industry not only in Vietnam but also worldwide.

Outstanding AdTech trends in 2025

๊According to experts, AdTech is not only a supporting tool but also a driving force shaping Vietnam’s digital future.

One of the most prominent changes is the popularity of hybrid revenue growth strategies, combining in-app purchases (IAP) and in-app advertising (IAA) to maximise revenue potential. Nana Phan, Head of Strategic Relations for Yandex Ads in Southeast Asia said that up to 72% of game developers are applying this model. A report shows that the Return on Ad Spend (ROAS - a marketing metric that helps measure the effectiveness of a particular advertising campaign and how it affects revenue) after 90 days of mid-range Android games reached 146%, far surpassing the IAP-only (93%) or IAA-only (58%) models.

🅠Increased revenue and more user engagement allow developers to reach a wider audience, compared to just 5% from IAP users.

This approach ensures that both casual and long-time players have meaningful experiences, whether through gamified or rewarded advertising, said Nana. She said the use of AI in AdTech is becoming increasingly indispensable. The influence of AI extends to customer interactions, with chatbots and AI-powered virtual assistants capable of providing personalised interactions in real time. By leveraging AI and data analytics, brands can create more authentic, relevant advertising experiences for users, fostering lasting connections. As Vietnam’s AdTech ecosystem continues to grow, it is critical to leverage cutting-edge technologies and strategic approaches. Experts emphasise that publishers and advertisers should adopt practical solutions to stay competitive and maximise campaign performance.

🅰Thu Nguyen, Business Development Manager of Yango Ads, said that understanding users and analysing user behaviour will help advertisers optimise their strategies.

Thu also emphasised the indispensable use of AI-integrated tools. Using AI-powered platforms to create ads, target precisely, and analyse performance not only helps increase efficiency but also optimizes campaign results. She also noted that data privacy must be a top priority. As data protection regulations become increasingly stringent, ensuring compliance and prioritizing user consent during data collection is crucial to building customer trust./.