The integration allows advertisers and agencies using The Trade Desk platform to access ATT Vietnam's inventory through a direct supply path, providing greater visibility into ad placements. It also enables DOOH campaigns to be planned, managed, and measured alongside connected TV, online video, and display advertising within a single platform.

Tuan Nguyen, CEO of ATT Vietnam, said the integration marks a milestone for both the company and Vietnam's DOOH market.

"As Vietnam's digital out-of-home market continues to grow, advertisers increasingly expect the same transparency and accountability available across other digital channels," he said. "By working with The Trade Desk, we are helping bring global programmatic standards to Vietnam's outdoor media market while making premium DOOH inventory more accessible and effective for advertisers."

OpenPath is The Trade Desk's direct supply path solution, designed to provide advertisers with more transparent access to premium media inventory.

How the partnership works: agencies and advertisers buy ATT Vietnam's screen inventory through The Trade Desk's platform, rather than through local resellers. Graphic courtesy of ATT Vietnam

Bihao Pan, General Manager of Inventory Development, South Asia Pacific at The Trade Desk, said the integration simplifies omnichannel campaign planning.

"Advertisers need a simpler way to activate DOOH alongside other digital channels," he said. "Through OpenPath, advertisers now have a more direct route to DOOH inventory in Vietnam, supported by a more transparent and efficient supply chain. Together with ATT Vietnam, we are making programmatic out-of-home easier to plan, buy, and measure as part of broader campaigns."

The integration is now live. ATT Vietnam operates more than 6,800 digital screens nationwide, including at AEON Mall, GO! Mall, Vincom Mega Mall, Guardian, WinMart, WinMart+, WIN, and food and beverage outlets.