ATT Vietnam Connects DOOH Inventory to The Trade Desk OpenPath

First Programmatic DOOH Link in Vietnam

ATT Vietnam has connected its digital out-of-home advertising inventory to The Trade Desk's OpenPath supply path solution, making it the first Vietnamese company to offer direct programmatic access to DOOH screen placements through the global demand-side platform.

The integration went live this month and allows advertisers using The Trade Desk to purchase ATT Vietnam's inventory without intermediaries. Buyers can now plan, execute, and measure DOOH campaigns alongside connected TV, online video, and display buys within a unified interface.

ATT Vietnam operates more than 6,800 digital screens in shopping centers, convenience stores, and food and beverage venues, including locations inside AEON Mall, GO! Mall, Vincom Mega Mall, Guardian pharmacies, and the WinMart retail chain.

How the Supply Path Works

OpenPath is The Trade Desk's framework for direct inventory connections, designed to reduce supply chain layers and improve transparency for programmatic buyers. Under the integration, agencies and advertisers access ATT Vietnam's screens directly through The Trade Desk's buying interface rather than routing purchases through local resellers or aggregators.

According to ATT Vietnam, the arrangement provides buyers with clearer visibility into where ads appear, how placements are priced, and which screens are activated during a campaign. The company said the integration also supports cross-channel attribution, enabling advertisers to track DOOH performance alongside digital video and display metrics.

Tuan Nguyen, CEO of ATT Vietnam, said the move aligns Vietnam's outdoor advertising market with global programmatic standards. He noted that as the country's DOOH sector expands, advertisers expect the same level of transparency and measurement rigor available in other digital channels.

Regional Context for Programmatic DOOH

Programmatic buying of out-of-home inventory has grown steadily across Asia Pacific over the past three years, driven by demand for unified campaign management and real-time optimization. In markets such as Singapore, Australia, and Japan, DOOH supply-side platforms and direct integrations with demand-side platforms have become standard practice.

Vietnam's DOOH market has lagged behind regional peers in adopting programmatic infrastructure. Most inventory transactions have historically been negotiated directly with screen operators or handled through local media agencies. The ATT Vietnam integration signals a shift toward automated, platform-based buying in a market where digital screen deployments have accelerated but programmatic pipes remain underdeveloped.

Bihao Pan, General Manager of Inventory Development for South Asia Pacific at The Trade Desk, said the integration simplifies omnichannel planning for advertisers running campaigns across Southeast Asia. He emphasized that direct supply paths reduce friction in cross-border buys and make it easier for regional advertisers to include Vietnamese DOOH inventory in broader Asia Pacific media plans.

Implications for Advertisers and the Market

The integration offers several tactical advantages for programmatic buyers. Advertisers can apply audience targeting and frequency capping across DOOH and digital video, synchronize messaging across channels, and access unified reporting dashboards. The arrangement also enables dynamic creative optimization, allowing brands to adjust DOOH messaging based on performance signals from other channels.

For ATT Vietnam, the OpenPath connection expands its addressable buyer base beyond Vietnamese agencies to include multinational brands and holding company trading desks that centralize media buying through The Trade Desk. The company did not disclose whether it plans similar integrations with other demand-side platforms.

Vietnam's outdoor advertising market has seen steady digitization as screen operators replace static billboards with LED and LCD displays. The shift to digital formats has created the technical foundation for programmatic buying, but adoption has been slow due to fragmented inventory, lack of standardized measurement, and limited integration with global ad tech platforms.

The ATT Vietnam integration may accelerate programmatic adoption if other large screen operators follow suit. However, widespread programmatic DOOH in Vietnam will likely require standardized audience measurement, third-party verification, and broader integration with demand-side platforms beyond The Trade Desk.

Regional media buyers will be watching whether the integration drives measurable efficiency gains and whether ATT Vietnam's inventory attracts incremental programmatic demand from multinational advertisers. If the pilot proves successful, Vietnam's DOOH market could see a wave of similar integrations over the next 18 months.