2022

Tiet, Thanh; Karjaluoto, Heikki

Programmatic Advertising has developed rapidly in recent years and becomes the driver of exponential growth in online advertising. Programmatic Advertising initially involved Programmatic Buying and gradually evolved to include Programmatic Creative. This chapter studies aspects of Programmatic Advertising and its planning and implementation process in emerging countries, especially Vietnam. The results suggest that Programmatic Advertising is leveraged for both long-term brand-building campaigns and short-term direct-response campaigns for different reasons because each campaign objective has different planning and implementation processes.