Hong Kong – The Trade Desk has announced an expanded strategic partnership with HOY, a media platform operated by i-CABLE Communications Limited. 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.
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 20271. 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 favour of internet-based streaming services.
Felix To Chi Hak, CEO and executive director at i-Cable Communications, said, “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. We’re excited to collaborate with The Trade Desk to enhance the value and utilisation of our inventory, delivering advertisers more effective and precise opportunities to engage with their target audiences.”
Initially developed by The Trade Desk, UID2 is a next-generation identity solution for the open internet. It aims to achieve greater personalisation, balancing consumers’ need for greater transparency and control while preserving the value of relevant advertising. While with fewer intermediaries, OpenPath provides advertisers with a more direct connection to premium digital advertising inventory, enhancing transparency while enabling publishers to maximise revenue.
Douglas Choy, general manager of inventory partnerships for North Asia at The Trade Desk, commented, “We are thrilled to deepen our collaboration with HOY and jointly drive the development of Hong Kong’s CTV and open internet ecosystem. As audience behaviour continues to evolve, the Hong Kong CTV programmatic advertising market is poised for unprecedented growth. By enabling programmatic access and implementing solutions like UID2 and OpenPath, HOY is helping to shape a future-ready, high-performance model for the open internet. We look forward to partnering with more premium content platforms like HOY to build a transparent and thriving CTV advertising environment in Hong Kong.”
HOY has completed the integration of UID2 on its CTV platform, which is now live. OpenPath onboarding is also ready, with deployment to be optimised based on campaign performance.
