Publisher Series in Vietnam – PubTech: From Good to Great

2019.05.28


AdAsia, an advertising solutions provider and part of AnyMind Group, recently held an engaging event for online media owners and publishers in Vietnam. With discussion centered around the future of premium inventory and how publishers in Vietnam can thrive in an AMP-future, the event brought to the fore issues surrounding brand safety, viewability, transparency and fraud.


As an end-to-end advertising solutions provider, AdAsia was able to provide attendees with viewpoints on both the advertiser and publisher sides of the equation.


Starting proceedings off was Trang Tran, Deputy Head of Ad Operations for AdAsia in Vietnam, as she dived straight into identifying premium buyers, and the expectation by advertisers for greater transparency – bringing up the question of how can publishers in Vietnam optimize their inventory to meet the expectations of Vietnamese advertisers.

This starts from understanding the diverse needs of the advertising ecosystem – users, advertisers and publishers. From there, An Khanh Vu took the audience through various available solutions and the differences amongst them.


Next, Ngoc Do, Deputy Head of Publisher Engagement for AdAsia in Vietnam, took to the stage. Starting off with a bold statement that viewable, fraud-free and brand-safe inventory is now a key demand for advertisers in Vietnam, it’s important that publishers equip themselves with the right third-party ad verification tools.

Diving deep into each of the topics: viewability (and how to improve it from the publisher’s seat), ad fraud (and how to identify and prevent/reduce it), and brand safety (including what it means to be brand-safe, and how to increase brand safety on a site).


Additionally, a guest speaker from Google took the audience through the rise of accelerated mobile pages (AMPs) – largely driven by mobile load speeds. A study done by Google showed that the impact of AMPs on publishers in APAC resulted in better monetization metrics, including lower bounce rate, increased pages per session, ad viewability and clickthrough rate.


This was followed by a panel discussion, with various publishers sharing their challenges and insights into the publisher landscape in Vietnam.

With attendees engaged until the very end of the session, PubTech: From Good to Great, in Ho Chi Minh City, was a resounding success. Everyone (including the speakers!) gained new knowledge, insights and tips to further grow their activities.

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