ATT Vietnam, The Trade Desk Launch Vietnam's First DOOH Programmatic Integration
ATT Vietnam has launched Vietnam's first integration of digital out-of-home (DOOH) advertising with The Trade Desk's OpenPath, streamlining programmatic ad buying.
Direct Access to DOOH Inventory
ATT Vietnam has become the first company in Vietnam to integrate digital out-of-home (DOOH) advertising with The Trade Desk's OpenPath. This move offers advertisers more transparent and efficient programmatic access to DOOH inventory across the country.
Programmatic advertising automates the buying and selling of ad impressions, while DOOH refers to digital screens in public spaces. This integration allows advertisers and agencies to access ATT Vietnam’s inventory through a direct supply path, bypassing traditional intermediaries.
Unified Campaign Management
The direct supply path provides greater visibility into specific ad placements. It also enables DOOH campaigns to be planned, managed, and measured alongside other digital channels. These include connected TV, online video, and display advertising, all within a single platform.
Tuan Nguyen, ATT Vietnam's CEO, stated this integration marks a significant milestone for his company and Vietnam's expanding DOOH market. He noted advertisers increasingly expect similar transparency and accountability for outdoor media, mirroring other digital channels.
Simplifying Omnichannel Planning
OpenPath is The Trade Desk’s direct supply path solution, specifically designed to give advertisers clearer access to premium media inventory. Bihao Pan, General Manager of Inventory Development, South Asia Pacific at The Trade Desk, commented that this integration simplifies omnichannel campaign planning.
He highlighted a more direct route for advertisers to access DOOH inventory in Vietnam, supported by an transparent and efficient supply chain. ATT Vietnam currently operates over 6,800 digital screens nationwide, including major retail locations.
Market Standardisation and Efficiency
This integration standardises programmatic DOOH buying practices within Vietnam. It offers advertisers enhanced control and efficiency over their outdoor media spend across ATT Vietnam's extensive network. The move aligns Vietnam's digital outdoor advertising with global programmatic standards, potentially driving further digital ad expenditure within the country.
For regional advertisers, this simplifies cross-channel campaign management, making Vietnam a more accessible market for integrated media strategies and budget allocation.
This article is journalism, not investment advice; consult a licensed professional before making financial decisions. Market data is indicative, may be delayed, and should be verified with your broker or exchange before use.
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