In a digital advertising world constantly shaped by rapid technological change, Vietnam is emerging as one of the most exciting new players in the global Adtech arena. And if you’re looking for someone who not only understands the industry but also knows how to tell its story like an adventure, look no further than Diễm Thư, Business Development Manager of Yango Ads in Vietnam.
Her conversation with Vietnam Innovators in Hanoi felt like a light afternoon tea, but with some heavyweight insights. From her personal journey to Vietnam’s Adtech boom, to how Yango Ads is redefining what “qualified leads” mean, Diễm Thư offered a thoughtful, insider’s perspective on one of the fastest-moving industries in the region.
Vietnam: An Adtech Market Full Of Promise And Surprises
For Diễm Thư, Adtech wasn’t a career she set out to pursue. But once she entered the field, she stayed. Returning to Vietnam with hopes of working in a fast-paced, flexible, tech-forward environment, she started out in roles like copywriting, SEO, and campaign management. While wearing multiple hats, she gained a comprehensive view of the industry, from flashy creative work to deep behavioral data and complex algorithms.
What excites her most about working in Vietnam’s Adtech sector? Speed. The speed of adoption. The speed of experimentation. And the speed of change.
“Vietnamese users aren’t just early adopters—they often create the trends,” she says.
Six years ago, the market was still preoccupied with SEO tactics, clever taglines, and tight budgets. Today, performance is the name of the game. Metrics like CPA (cost per action) and CPO (cost per order) have replaced older KPIs like CPM and SEO rankings. And artificial intelligence, once a distant buzzword, now actively supports campaigns by suggesting keywords, rating image quality, and optimizing ad placements.
Vietnam’s agility and creativity have made it one of the region’s hottest Adtech markets.
“If we have this same conversation a few months from now, the story will likely change again,” Diễm Thư laughs. “In Vietnam, new Adtech offices and startups pop up every day.”
This constant movement creates a landscape full of both opportunity and complexity. Success here demands not only solid data infrastructure but also localized agility. And that’s where Yango Ads stands out by daring to do things differently.
Redefining “Qualified Leads” At Yango Ads
Yango Ads, while seemingly new to outsiders, is gaining recognition in digital performance marketing. It's more than just an ad network; it's part of the Yango Group, a large ecosystem with hundreds of millions of users globally, including in Russia, the Middle East, North Africa, and South America. This ecosystem encompasses diverse services like self-driving taxis, food delivery, streaming, and logistics, providing Yango Ads with a broad and behaviorally rich user base.
What does this mean for advertisers?
It means that Yango Ads may not know your name, but it knows how you move, what you eat, and what music you listen to. This is real-world, dynamic user behavior, not just IP addresses and cookie trails. So when Yango Ads delivers a “lead,” it’s not just a datapoint but a real person with identifiable, trackable habits.
That’s why, for Vietnamese businesses aiming to expand beyond Asia or the U.S., Yango Ads offers a significant advantage by connecting brands with customer segments that may not be reached by platforms like Google or Meta.
One example Diễm Thư shared involved a resort in Phan Thiet that was on the brink of shutting down. By running a targeted campaign through Yango Ads focused on Russian-speaking travelers, the resort filled up within weeks, reviving its operations and providing a powerful case study on how precise Adtech can change real-world outcomes.
“AI is just a tool. It’s the people who set the trends.”
In a rapidly evolving industry, integrating AI into Adtech has become table stakes. But for Yango Ads, it’s not just about riding the wave but a carefully crafted strategic decision.
AI is integrated throughout the process: from audience targeting and content creation to image selection and dynamic banner optimization. It acts as a powerful map, helping marketers see the big picture and choose the best route. But while AI can suggest creatives and provide real-time performance scores, the real understanding of Vietnamese culture and consumer psychology still rests with humans.
“AI is just a tool,” Diễm Thư asserts. “It’s the people who make the decisions and set the trends.”
That human-first approach is particularly crucial in Vietnam, where data literacy and digital maturity can vary greatly between industries, especially in traditional sectors. While Adtech is growing fast, many businesses are still at the beginning of their digital transformation journeys. Recognizing this, Yango Ads goes beyond advanced technology by offering free workshops and practical training. This support aims to bridge the knowledge gap and foster lasting confidence among clients in the digitalization stages.
Yango Ads believes its key strengths in Vietnam lie in understanding the local market and prioritizing the human element, viewing these not merely as advantages but as core strategic assets.
Navigating the Marathon of Adtech: Finding Balance For Long-Term Success
Diễm Thư views her adtech career as a fulfilling blend of creativity, flexibility, and rapid development, playing a vital role in the growth of various Vietnamese industries. Initially not intending a long-term commitment, she has now dedicated significant time to the field and is passionate about encouraging more women to join and succeed in adtech.
In her experience, women are significantly involved in Adtech, with many teams being increasingly led by women in important roles across various departments. However, she questions how to improve long-term retention of women in this demanding field to prevent burnout after a few intense years.
Adtech is thrilling, but it’s also high-pressure. It’s a space driven by performance, tight deadlines, and nonstop technological shifts. Her message to future Adtech professionals? Find balance. Between performance and passion. Between AI and human instinct. Between the speed of the market and your personal rhythm.
Vietnam's adtech sector still has a long way to go, requiring a balanced approach for sustained growth. Diễm Thư at Yango Ads exemplifies this enduring journey.