Business
The Trade Desk and HOY Expand Strategic Partnership to Advance Programmatic CTV Advertising in Hong Kong
The Trade Desk (NASDAQ: TTD), leading global advertising technology company, today announced an expanded strategic partnership with HOY, the media platform operated by i-CABLE Communications Limited (1097.HK). As part of this collaboration, HOY will enable programmatic trading for its connected TV (CTV) advertising inventory through The Trade Desk. The platform will also implement cutting-edge identity and access technologies, including Unified ID 2.0 (UID2) and OpenPath, helping advertisers ach
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[{"type":"text","content":"Integration of Unified ID 2.0 and OpenPath to Deliver a Future-Ready, High-Performance Advertising Solution","length":107,"tagName":"p","attribs":{}},{"type":"text","content":"HONG KONG, June 18, 2025 /PRNewswire/ -- The Trade Desk (NASDAQ: TTD), leading global advertising technology company, today announced an expanded strategic partnership with HOY, the media platform operated by i-CABLE Communications Limited (1097.HK). As part of this collaboration, HOY will enable programmatic trading for its connected TV (CTV) advertising inventory through The Trade Desk. The platform will also implement cutting-edge identity and access technologies, including Unified ID 2.0 (UID2) and OpenPath, helping advertisers achieve more efficient and precise advertising outcomes.","length":594,"tagName":"p"},{"type":"text","content":"As viewer preferences shift rapidly toward on-demand and streaming services, high-quality CTV platforms are seeing accelerated growth. According to Statista, global CTV ad spending is projected to exceed US$38 billion by 2027[1]. This trend is also reflected in Hong Kong. A 2024 survey by the Communications Authority revealed that over 40% of respondents have reduced their consumption of traditional TV in favor of internet-based streaming services[2].","length":455,"tagName":"p"},{"type":"text","content":""Programmatic CTV advertising is a core growth strategy for HOY, while The Trade Desk, a global leader in advertising technology, provides us industry-leading technology and platform capabilities," said Mr. TO Chi Hak, Felix, Chief Executive Officer and Executive Director, i-Cable Communications. "We're excited to collaborate with The Trade Desk to enhance the value and utilization of our inventory, delivering advertisers more effective and precise opportunities to engage with their target audiences."","length":530,"tagName":"p"},{"type":"image","alt":"","displaySize":"","headline":null,"caption":"","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":196,"url":"https://media.zenfs.com/en/prnewswire.com/51f4cde5bbe4af505a3149eb9bb0dc50"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/00gcAPlbJkoJRIdt2CoJ_Q--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTM0NTtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/51f4cde5bbe4af505a3149eb9bb0dc50","width":400,"height":196}},"...