Moloco poised to redefine Vietnam’s digital advertising market

How important is Vietnam’s advertising market to Moloco’s business development strategy?

As the app economy continues to grow, mobile app advertising is becoming increasingly important for businesses to engage and convert users. We are seeing particularly strong traction in sectors such as gaming, fintech, and e-commerce, where Vietnamese companies are actively investing in various advertising channels including programmatic advertising, which is the automated process of buying digital ads to scale their presence and business results such as sales or sign-ups.

Vietnam plays a strategic and increasingly important role in Moloco’s broader growth ambitions across Southeast Asia. While we are still in the early stages of our journey here, the momentum we have observed from Vietnamese advertisers and publishers has been exceptionally promising. The country’s rapidly expanding digital economy, high growth in mobile app usage, and vibrant entrepreneurial ecosystem have created strong demand for advanced advertising solutions. These are precisely the areas where Moloco’s performance-driven, machine learning-powered platform brings meaningful and measurable value.

How does Moloco intend to challenge Google and Meta's dominance in the digital advertising space?

Ad giants like Google and Meta have built strong positions by tightly connecting user engagement on their owned platforms with vast amounts of first-party data and highly effective, machine learning-powered ad monetisation systems. This combination of innovative products and control over the audience and the advertising infrastructure enables them to deliver strong, optimised performance at scale.

However, user behaviour is evolving. Today, nearly two-thirds of in-app user time is spent outside these walled gardens, opening up a significant opportunity for advertisers to connect with audiences across the broader, open internet.

Moloco recognises this and aims to democratise access to advanced advertising technology. Leveraging machine learning and AI, Moloco empowers retailers, app developers, and independent publishers to use their own first-party data for predictive targeting and performance optimisation, capabilities previously limited to the largest platforms.

How does Moloco offer a more equitable alternative to these tech giants?

Advertisers today are seeking new opportunities to grow beyond the constraints of walled gardens. Today, an average mobile user globally uses approximately 26 apps per month. Therefore, it is important for advertisers to expand their reach beyond the apps of the big tech. Moloco helps unlock this growth by offering an alternative.

To provide advertisers and publishers with more opportunities for growth, Moloco is bringing advanced machine learning from big tech and applying it​ to the open internet.​ We help advertisers achieve their performance objectives across more than three million apps. With Moloco, you can reach about two billion daily users across that set of apps, which is more than TikTok and Instagram combined.

Our use of advanced machine learning helps to activate first-party data in real time. By combining contextual signals, performance history, and business-owned data, our models continuously optimise towards outcomes such as Return On Ad Spend (ROAS) and Customer Lifetime Value (LTV), without locking advertisers into a single ecosystem.

How is Moloco empowering Vietnamese tech companies to compete globally?

Moloco’s focus is on helping internet businesses to scale through user growth and monetisation. For companies in Vietnam that are competing globally, growth and monetisation are essential flywheels for successful businesses. When these businesses grow and monetise well, they have the resources to be profitable and to continuously invest in product experience.

We help Vietnamese app publishers to acquire and re-engage users not just locally, but across the world, through our ad network that spans over 3 million apps and reaches more than 2 billion daily active users.

Our machine learning technology evaluates billions of ad opportunities in real time, optimising each campaign towards specific business goals, whether that’s ROAS, LTV, or Cost Per Action. This allows advertisers to focus on outcomes, while Moloco’s platform handles the complexity behind the scenes.

For Vietnamese businesses, this means a powerful, efficient way to reach high-value users, drive performance, and scale, all with full transparency, data ownership, and global reach across the open internet.

What challenges do you anticipate in bringing machine learning to Vietnam, and how will you address them?

A primary hurdle is education and awareness. While the digital marketing landscape in Vietnam is evolving quickly, there is still room to deepen the understanding of how machine learning can drive more effective and scalable outcomes. Closely linked to this is the challenge of setting the right objectives.

Many businesses continue to focus on top-line metrics like impressions or clicks. However, to truly harness the value of machine learning, advertisers must shift their attention towards business outcomes, such as ROAS and CPA. Achieving this shift requires more than just tools; it demands a mindset change and strategic alignment across teams.

Another layer of complexity lies in attribution and measurement. As the digital environment becomes increasingly privacy-focused, it is more difficult to determine which touchpoints are genuinely driving performance. Meanwhile, the broader advertising landscape is also evolving quickly, and marketers are navigating an environment filled with new formats, surfaces, and performance models. The challenge is no longer just about where to advertise, but how to allocate resources strategically across these emerging channels to maximise business impact.

We address these challenges by serving as both a technology partner and a strategic advisor. Our platform simplifies the complexity of machine learning, transforming it into accessible, results-driven tools that deliver real business outcomes.

How does Moloco help Vietnamese companies unlock the value of their data without relying on third-party platforms?

In today’s privacy-first digital landscape, first-party data has become one of the most valuable strategic assets for any business. The real challenge is no longer about collecting this data, but about unlocking its full potential to drive meaningful business performance. Our machine learning-powered platform can help Vietnamese businesses deliver smarter, more effective campaigns across user acquisition and monetisation while protecting user privacy and complying with all global requirements.

A notable success story is VTC Mobile, Vietnam’s leading game publisher. By partnering with Moloco, VTC Mobile used its first-party data to drive stronger campaign performance across four major game titles. Within just one week, they achieved their target cost per install and, over time, tripling their Day 7 ROAS goals.

Through Moloco’s machine learning models and transparent reporting tools, VTC Mobile was able to acquire high-value users quickly, sustain strong ROAS, and expand the partnership across multiple new game launches. In the same way, Moloco is committed to helping Vietnamese businesses harness their data to grow faster, smarter, and more independently in today’s competitive digital economy.

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