Programmatic Advertising Statistics in Vietnam (2026)

Vietnam's programmatic advertising market is projected to reach 1.2 billion USD in 2026, reflecting the country's rapid digital transformation and increased online engagement. The industry is dominated by mobile-focused campaigns, with 78% of ads targeted on smartphones, driven by high mobile penetration and data-driven targeting strategies. The market's adoption rate has surged, with 65% of digital ad budgets now allocated to programmatic channels, highlighting its efficiency and effectiveness.

The growing ecosystem of ad buyers, now numbering around 4,500, indicates expanding competition and sophistication in Vietnam's digital ad space. Average CPCs are around 45,000 VND (approximately 1.90 USD), showing healthy spending levels for local and international brands. As digital literacy and internet access continue to rise, programmatic advertising is expected to play an even larger role in Vietnam's marketing landscape, fostering more personalized and measurable campaigns.