1:28:31 PM | 11/3/2026
Through OpenPath, The Trade Desk’s direct supply path, media buyers get a more transparent programmatic connection to Adtrue Global’s DOOH inventory, including Golden Gate Group and AEON Mall Ha Dong.
Adtrue Global, a programmatic digital out-of-home (DOOH) platform in Vietnam, today announced its restaurant and shopping-mall digital screens inventory is now available to advertisers using The Trade Desk, a leading global advertising technology company. The integration runs through The Trade Desk’s OpenPath, a direct supply path to premium inventory, to create better transparency between media supply and advertising demand.
Adtrue Global’s DOOH inventory includes exclusive programmatic advertising rights across the Golden Gate Group restaurant chain and LCD screens at AEON Mall Ha Dong. Adtrue Global is also continuously expanding its inventory network across a broad range of sectors, including university, healthcare, mother-and-baby retail, convenience stores and more, to serve brands’ diverse audience needs and campaign objectives.
“Connecting to The Trade Desk lets global brands buy retail screens in Vietnam the same way they buy the rest of their digital media: quickly, and more transparently. It brings Vietnam’s premium DOOH supply closer to international demand and makes Vietnam’s out-of-home easier to buy programmatically,” said Toby Ng, Managing Director of Adtrue Global.
The inventory Adtrue Global brings to The Trade Desk runs on the company's own CMS, the technology layer that manages content, scheduling, devices and proof-of-play across the network. Within the same retail footprint, Adtrue Global also operates Indoor Map (NaviMall) for interactive mall wayfinding and Sampli for online-to-offline (O2O) product sampling at retail points, allowing brands to combine screen exposure with in-store experience and activation on a single network.
“Adtrue Global is bringing a valuable new dimension to programmatic advertising in Vietnam,” said Giang Nguyen, Lead Director of Inventory Partnerships, Southeast Asia at The Trade Desk. “Transparency is what helps advertisers invest with more conviction, and it is what OpenPath is built to help deliver. Extending it to digital out-of-home through Adtrue Global is exciting for us, and we hope it opens the way for more advertisers in Vietnam to treat the physical world as part of their media-buying strategy.”
What is programmatic DOOH?
Programmatic DOOH is the automated, data-driven buying of advertising on digital out-of-home screens in venues such as restaurants, supermarkets, shopping malls, elevators and buildings. Instead of booking each screen manually, advertisers can plan and activate campaigns through their buying platform, apply targeting such as location, time of day and frequency, and run DOOH alongside their other digital channels as part of an omnichannel campaign.
What is The Trade Desk's OpenPath?
OpenPath is a direct supply path to premium inventory. By connecting The Trade Desk’s platform directly to publishers’ yield management tools and their portfolio of properties, OpenPath helps streamline programmatic ad buying, drive higher bid volumes to enable price discovery, and promote fair competition across the premium open internet.
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform.
What is a DOOH CMS?
A DOOH CMS is software that manages content, scheduling, devices, permissions and reporting across a network of out-of-home screens. Adtrue CMS is Adtrue Global's DOOH content management system, supporting proof-of-play and multi-site, multi-screen operations from a single place.
What is Indoor Map/mall wayfinding?
Indoor Map is an interactive map that helps visitors navigate and discover stores inside a venue. Adtrue Global's Indoor Map (NaviMall) provides interactive wayfinding for shopping malls while opening location-based advertising touchpoints.
What is O2O sampling?
O2O sampling is the distribution of product samples at retail points, paired with digital data for measurement. Adtrue Global's Sampli organizes and measures O2O sampling across retail locations, connecting in-store activation with campaign data.
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About Adtrue Global Adtrue Global is one of the leading programmatic DOOH platforms in Vietnam. Its ecosystem spans a programmatic DOOH platform (plan, buy, run, monitor and report in one place), Adtrue CMS for DOOH (ATPlayer), Indoor Map (NaviMall) and Sampli (O2O retail sampling). Learn more at https://adtrueglobal.com |
Source: Vietnam Business Forum
