The MMA Measurement Committee in Vietnam, joined by 18 different companies in the Vietnamese Advertising Industry, aims to eliminate confusion and reduce friction in the marketplace, by creating more transparency and developing measurement standards and best practices for the Vietnamese market. For that purpose, MMA Measurement Committee wishes to uncover the current unmet needs of stakeholders in the industry regarding advertising measurement, in order to determine the most pressing concerns that would require immediate tackling by the committee.

• Mobile Ad Fraud is amongst the top three challenges facing Vietnamese advertisers, who think they are not spending enough to combat the problem compared to the industry average.
• The main cause is believed to be the lack of disincentives and penalties against the problem, as well as the lack of transparency due to the complex web of middlemen.
• Vietnamese advertisers believe that they are most vulnerable towards traffic fraud whilst some claim to have been to be able to eliminate ad fraud of such categories.

In recent years, Vietnam has become an important market for businesses. In fact, the World Bank expects the country’s GDP to grow steadily at a rate of 6-7% in 2019 and 2020.

Now in its fifth annual edition, the 2017 Yearbook is packed with cutting edge insights and case studies of the new wave of tech impacts in mobile marketing. With over 20 chapters by leading players in Asia’s mobile and media ecosystems, this Yearbook is free for download. It also has profiles of the MMA leadership and membership, winners of the prestigious SMARTIES awards in five groups, and comprehensive data sets. From AI and VR to streaming and blockchain, this Yearbook will point you towards best practices and leadership imperatives.

Mobile Marketing Association (MMA) announces the first ‘Mobile Ecosystem and ad-Sizing Report’ that deciphers the state of mobile in Vietnam in 2017 – 2018 and what we will see in the future that will further develop in this mobile first economy.