The app and gaming industry in Vietnam is undergoing an incredible transformation, fueled by cutting-edge AdTech advertising trends.

From Google’s removal of third-party cookies to Vietnam’s Data Law, businesses are increasingly looking for personalized solutions and investing in AI to maximize efficiency. In this context, AdTech becomes a key factor shaping Vietnam’s digital future.

Great opportunity for Vietnam AdTech industry

AdTech (Advertising Technology) is a term that refers to the digital technologies and solutions that support the buying, selling, management, and optimization of online advertising. AdTech includes a range of tools that help advertisers and publishers optimize ad performance, target audiences, measure effectiveness, and maximize revenue.

According to a report by We Are Social, as of January 2025, 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 (+4.8%) from the beginning of 2024 to the beginning of 2025, making it an important advertising channel for businesses. Localized 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 explode, surpassing the revenue mark of 626 billion USD by 2030, corresponding to a compound annual growth rate (CAGR) of 14.3% in the period 2024-2030...

The report also shows that in 2024, user spending on mobile apps will increase by 15.7% year-on-year, while average smartphone usage time will reach 5 hours per day.

Along with that, 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 behavior, 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.

Along with the growth momentum, Vietnamese businesses also face challenges: how to attract and retain users on different platforms?

Outstanding AdTech trends in 2025

In 2025, Vietnam’s app and gaming industry is witnessing a revolutionary transformation driven by cutting-edge AdTech trends that are being rapidly adopted. 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 maximize revenue potential.

According to Ms. Nana Phan - Head of Strategic Partnerships at Yango Ads, up to 72% of game developers are applying this model. A report shows that the ROAS (Return on Ad Spend: is 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 combined revenue also increases user engagement, allowing 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 Phan.

According to Yango Ads, the use of artificial intelligence (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 personalized 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, leveraging cutting-edge technologies and strategic approaches is critical to success. Industry experts emphasize that publishers and advertisers should adopt practical solutions to stay competitive and maximize campaign performance.

"Understanding users and analyzing user behavior will help advertisers optimize their strategies," said Ms. Thu Nguyen - Business Development Director of Yango Ads.

In addition, Ms. Thu Nguyen also emphasized the indispensable use of AI-integrated tools. Using AI-powered platforms to create ads, target precisely, and analyze performance not only helps increase efficiency but also optimize campaign results.

Ultimately, data privacy must be a top priority, according to Ms. Thu Nguyen. As data protection regulations become increasingly stringent, ensuring compliance and prioritizing user consent during data collection is crucial to building customer trust.

“We need to put user data privacy at the heart of everything we do. For example, Yango Ads builds fully localized products for each market, with a commitment to protecting user data and complying with local regulations,” Thu noted.

By focusing on these key areas, Vietnamese publishers and advertisers can open up new opportunities and ensure sustainable growth in the current context./.

Source: https://www.vietnamplus.vn/adtech-la-chia-khoa-thuc-day-cong-nghiep-ung-dung-di-dong-viet-nam-nam-2025-post1023063.vnp