In the past 20 years, with the rapid development of digital technology, online advertising has become an important factor in shaping the digital content industry ecosystem and contributing to the growth of the digital economy. Online and traditional advertising moves inversely The most prominent trend in the Vietnamese advertising market over the past two decades is the phenomenal pickup in online advertising. Particularly in the last five years, spending on online advertising has continuously risen while spending on traditional advertising has remained relatively unchanged (from 2017 to 2024). The market share of this new advertising method is expected to exceed 50% of total advertising spending by 2024 and continue to account for the majority share until 2029. This phenomenon is understandable as platforms like Facebook, YouTube, Google, TikTok, Instagram and Zalo have become popular among Vietnamese users, providing advertisers with an audience that exhibits high levels of engagement. Characteristics of the online advertising market in Vietnam Online advertising is classified into three major categories: programmatic advertising, direct advertising, and mixed advertising. Simplifying the complex mechanisms of advertising technology, programmatic advertising can be understood as ads being automatically displayed on social media and electronic news sites. For example, programmatic ads automatically […]