The Trade Desk and HOY Expand Strategic Partnership to Advance Programmatic CTV Advertising in Hong Kong

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 Deskâ„¢ 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

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

The Trade Desk and HOY Expand Strategic Partnership to Advance Programmatic CTV Advertising in Hong Kong

GUANGZHOU, China, Jan. 11, 2026 /PRNewswire/ -- Recently, GAC's independently developed Quark E-Drive power domain control system has achieved the world's first dual certification for deeply integrated ASIL D functional safety and information security, accredited by DAkkS, Germany's national accreditation body. The certification was evaluated and issued by SGS-CSTC Standards Technical Services Co., Ltd. (SGS), a globally recognized certification authority.

ISO 26262 is the internationally recognized core standard for automotive functional safety. Within this framework, ASIL D represents the highest automotive safety integrity level, requiring near-zero tolerance for safety-critical failures. Achieving an ASIL D certification accredited by DAkkS signifies that the certified product meets the highest globally accepted standards for automotive safety.

The certified Quark E-Drive power domain control system has been in production use since February 2025, and is now deployed across multiple models under GAC's brands - HYPTEC and AION. As the industry's first electric drive power domain system based on deep integration using a single main control chip, the solution significantly reduces chip count, minimizes risks associated with chip-level failures, and boosts motor controller efficiency to as high as 99.9%. The certification confirms that GAC has completed the system's full product development lifecycle in strict compliance with ISO 26262:2018 functional safety and ISO/SAE 21434:2021 information security standards.

Throughout the project, GAC Technology Research Center worked closely with SGS experts, strengthening safety design across all development phases while ensuring engineering feasibility and an optimal user experience.

Zhao Hui, Vice President of SGS China, commented: "The successful certification highlights GAC's strong team and robust development systems. We are pleased to support the safety of the Quark E-Drive and look forward to closer collaboration."

This milestone represents a major breakthrough for GAC in e-drive safety and sets a new global benchmark for the intelligent electric vehicle industry.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

GAC's Quark Electric Drive Achieves the World's First DAkkS ASIL D Functional Safety and Information Security Dual Certification