Integration of Unified ID 2.0 and OpenPath to Deliver a Future-Ready, High-Performance Advertising Solution
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.
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].
“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.”
Initially developed by The Trade Desk, UID2 is a next-generation identity solution for the open internet. It aims to achieve greater personalization, 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 maximize revenue.
“We are thrilled to deepen our collaboration with HOY and jointly drive the development of Hong Kong’s CTV and open internet ecosystem,” said Douglas Choy, General Manager of Inventory Partnerships, North Asia, at The Trade Desk. “As audience behavior continues to evolve, the Hong Kong CTV programmatic advertising marekt is poised for unprecedented growth. By enabling programmatic access and implementing solutions like Unified ID 2.0 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 optimized based on campaign performance.
About HOY
HOY broadcast three free TV channels 76 ,77 and 78, providing round-the-clock content including news, entertainment, dramas, infotainment, travelogue and foods, and diversified varieties and enrichments content in Cantonese and English.
HOY (pronounced as “Hoi” in Cantonese) carries the brand vision to support talents from all walks of life and enable them to tell the world our unique Hong Kong stories. As a human brand with rich personalities, HOY provides connected experiences through seamlessly integrating exceptional content and engagement, to inspire and empower people for a positive and happy life.
About T he Trade Desk
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. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
[1] Statista, Dec 2024: https://www.statista.com/topics/12992/ctv-advertising-worldwide/#topicOverview
[2] Statista, Feb 2025: https://www.coms-auth.hk/filemanager/tc/content_713/appx_20250220.pdf
