Unlocking New Open Internet Content Environments for Global Advertisers
HONG KONG, April 27, 2026 /PRNewswire/ -- The Trade Desk (Nasdaq: TTD), a global leader in advertising technology, today announced that it has become the first-ever demand-side platform (DSP) partner for vertical short drama platform DramaBox, enabling advertisers to programmatically incorporate this fast-growing open internet content environment into their omnichannel media strategies. The partnership spans markets worldwide, helping global advertisers to achieve more efficient, measurable, and scalable audience reach in an increasingly fragmented attention landscape.
As the open internet continues to evolve, digital content formats are diversifying rapidly. Short drama, first emerging in Asia as a mobile-first content format tailored to fragmented viewing habits, has quickly gained traction worldwide. It is becoming a key part of daily online entertainment, consumed in short, intermittent viewing sessions, and complementing long-form content such as connected TV (CTV). This creates new opportunities for advertisers to build more holistic brand coverage across touchpoints with varying levels of consumer attention.
According to streaming consultancy Owl & Co., the global short drama app market is expected to generate $3 billion in revenue in 2025—nearly three times the 2024 figure—with the U.S. now the largest short drama market outside China[1]. The analysis further shows that the top 20 apps collectively reach 250 million monthly active users[1]. Mobile app analytics firm Sensor Tower also reports that Latin America and Southeast Asia account for roughly half of global short drama downloads[2].
The rapid rise of short drama underscores the dynamism of the open internet and presents new opportunities for advertisers. Through this partnership with DramaBox, The Trade Desk seamlessly integrates short drama into a unified open internet programmatic framework, enabling advertisers to manage and optimize campaigns across CTV, mobile, and other premium content environments within a single platform—enhancing cross-channel consistency and efficiency.
"Short drama has become a powerful new growth engine for the global open internet digital content market," said Wang Hefei, Head of Commercial at DramaBox. "As a leading global platform, DramaBox is committed not only to delivering high-quality short drama content to users worldwide but also to exploring sustainable monetization paths. We have chosen programmatic advertising—particularly our partnership with The Trade Desk—because of its proven global infrastructure and capabilities within the open internet ecosystem. This allows us to explore a monetization approach that is scalable, measurable, and capable of delivering real value to advertisers."
Douglas Choy, General Manager of Inventory Development, North Asia, The Trade Desk, added, "As a new complement to the open internet, short drama—through its short duration and serialized storytelling—not only meets consumers' fragmented viewing needs, but also provides advertisers with a high-value environment combining scale and frequency. When combined with other premium open internet content such as CTV, it further strengthens brand storytelling continuity across environments. Through this partnership with DramaBox, we look forward to helping advertisers allocate budgets more efficiently into this fast-growing content environment and unlock the full value of the open internet across channels."
The partnership between The Trade Desk and DramaBox is now live, with advertising inventory now available to advertisers globally.
Data Sources:
- Business Insider: These salacious, bite-sized soaps have become a $1.3 billion business in the US, Sep 2025
- State of Short Drama Apps 2025, Sensor Tower, July 2025
About DramaBox
DramaBox is a vertical short drama entertainment platform serving global users, specializing in bite-sized, high-intensity content tailored to fragmented viewing habits. Through a hybrid content strategy combining translated adaptations and locally original productions, the platform offers a diverse range of short drama genres. Supported by multilingual interfaces and personalized recommendations, it delivers a seamless and immersive viewing experience for users across Asia, South America, North America, Africa, Europe, and Oceania.
About The 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, X, LinkedIn and YouTube.
Media Contact
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
The Trade Desk Powers Open Internet Growth with DramaBox Short Drama Partnership
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The Sennheiser brand's newest portable powerhouse is an escape into high-fidelity sound, enriched with spatial audio and a suite of sophisticated capabilities.
SINGAPORE, June 12, 2026 /PRNewswire/ -- The Sennheiser brand today announces MOMENTUM 5 Wireless, the most capable and user-focused evolution of the acclaimed headphone series yet. The newest MOMENTUM preserves the category-defining sound and battery performance of the platinum-selling line while introducing meaningful enhancements to elevate everyday listening for the modern audio enthusiast.
"With MOMENTUM 5 Wireless, we focused on refining the entire experience without straying from the formula that made its predecessor such a success," said Canice Koh, General Manager of Sonova Consumer Hearing Singapore, "These enhancements enrich the overall functionality while still capturing the magic you feel every time you press play."
Signature Performance
MOMENTUM 5 Wireless carries forward the acclaimed 42mm transducer from its predecessor, which is meticulously manufactured at the brand's state-of-the-art facility in Tullamore, Ireland. It is inspired by the famed HD 600-series headphones and tuned for full-bodied sound with dynamic bass. This latest generation MOMENTUM advances its sonic possibilities even further with Hi-Res Audio certification, and Snapdragon Sound™ technology featuring BluetoothⓇ audio codec support up to aptX™ Lossless. Using the free Smart Control Plus companion app's new 8-band EQ, bespoke presets, and intelligent Sound Personalization engine, the iconic house sound can be shaped to practically any preference with ease.
Total Immersion
The newest MOMENTUM's rich and exciting sound is further magnified by what the listener won't hear, as it is up to three times more effective at reducing distracting voice chatter with its supercharged active noise cancelling system. The number of microphones dedicated to ANC and transparency duties has doubled, with four microphones per side yielding across-the-board improvements at reducing droning airplane cabin noise and more natural voice quality on calls.
Designed to improve over time, the MOMENTUM 5 Wireless platform gives owners new and optimized capabilities through firmware updates to the DSP and wireless engines. For example, users will be able to unlock Dolby AtmosⓇ with head-tracking for next-level immersion via updates, when listening to supported Atmos encoded content[1]. Furthermore, the hardware ships with Bluetooth 5.4 out of the box and is engineered for the future – the headphones are ready for Bluetooth 6.0 via a future firmware release. The combination of immersive audio, improved ANC and jaw-dropping sound delivers a sound revelation for brand newcomers and seasoned listeners alike.
"With MOMENTUM 5 Wireless, we're proving that high-performance sound and environmental responsibility can – and must – exist in the same product. With our new user-swappable battery, adaptable hardware, and shift to compact, plastic-free packaging, our customers will feel proud to choose a headphone meant to last." added Lilika Beck, President, Sennheiser Consumer Audio.
Refreshingly Responsible
MOMENTUM 5 Wireless remains an endurance champion with quick charging and up to 57 hours of battery life per charge with ANC engaged. This generation also introduces a user-replaceable 700 mAh battery, engineered to meet strenuous standards for daily use with zero impact on acoustic performance. Using only a small Phillips-head screwdriver, owners can refresh the power cell in minutes, ensuring the headphones stay in their daily rotation for years to come. This commitment to efficiency also extends to the storage case – now 20% smaller – and smaller, plastic-free packaging designed to minimize the total environmental footprint during transit. Also included in the case are a USB Type-C charging cable and 3.5mm analog audio cable for connection to in-flight entertainment systems, laptops, and more.
Availability
The MOMENTUM 5 Wireless will be available for preorder from 12 June and will be available in 3 colourways – Black, White, and Denim, at sennheiser-hearing.com and all Sennheiser retailers. The MOMENTUM 5 Wireless will be available for purchase from 22 June 2026 onwards.
| [1] Immersive audio and head-tracking require a firmware update via the Smart Control Plus app. Playback requires an Atmos-enabled source device and content from supported spatial audio platforms. |
The Bluetooth® word mark and logos are registered trademarks owned by Bluetooth SIG, Inc. and any use of such marks by Sonova Consumer Hearing is under license. Android is a trademark of Google LLC. iOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license by Apple Inc. Snapdragon Sound and aptX are trademarks or registered trademarks of Qualcomm Technologies, Inc. and/or its subsidiaries. aptX is a product of Qualcomm Technologies, Inc. and/or its subsidiaries. Dolby, Dolby Atmos, and the double-D symbol are registered trademarks of Dolby Laboratories Licensing Corporation. All other company and product names mentioned herein may be trademarks of their respective companies.
About the Sennheiser Brand – 80 Years of Building the Future of Audio
We live and breathe audio. We are driven by the passion to create audio solutions that make a difference. This passion has taken us from the world's greatest stages to the quietest listening rooms – and made Sennheiser the name behind audio that doesn't just sound good: It feels true. In 2025, the Sennheiser brand celebrated its 80th anniversary. Since 1945, we have stood for building the future of audio and bringing remarkable sound experiences to our customers. While professional audio solutions such as microphones, meeting solutions, streaming technologies and monitoring systems are part of the business of Sennheiser electronic SE & Co. KG, the business with consumer devices such as headphones, soundbars and speech-enhanced hearables is operated by Sonova Holding AG under the license of Sennheiser.
sennheiser.com
sennheiser-hearing.com
About Sonova Consumer Hearing
Sonova Consumer Hearing offers premium headphones and hearables – primarily in the true wireless segment – as well as audiophile headphones, hearing solutions and soundbars under the Sennheiser brand. The business is part of the Sonova Group, a global leader in innovative hearing care solutions with headquarters in Switzerland and more than 17,000 employees worldwide.
Press contact
Erina Nuraini
Marketing Manager | SEA
Sonova Consumer Hearing Singapore
erina.nuraini@sonova.com
The Sennheiser brand's newest portable powerhouse is an escape into high-fidelity sound, enriched with spatial audio and a suite of sophisticated capabilities.
SINGAPORE, June 12, 2026 /PRNewswire/ -- The Sennheiser brand today announces MOMENTUM 5 Wireless, the most capable and user-focused evolution of the acclaimed headphone series yet. The newest MOMENTUM preserves the category-defining sound and battery performance of the platinum-selling line while introducing meaningful enhancements to elevate everyday listening for the modern audio enthusiast.
"With MOMENTUM 5 Wireless, we focused on refining the entire experience without straying from the formula that made its predecessor such a success," said Canice Koh, General Manager of Sonova Consumer Hearing Singapore, "These enhancements enrich the overall functionality while still capturing the magic you feel every time you press play."
Signature Performance
MOMENTUM 5 Wireless carries forward the acclaimed 42mm transducer from its predecessor, which is meticulously manufactured at the brand's state-of-the-art facility in Tullamore, Ireland. It is inspired by the famed HD 600-series headphones and tuned for full-bodied sound with dynamic bass. This latest generation MOMENTUM advances its sonic possibilities even further with Hi-Res Audio certification, and Snapdragon Sound™ technology featuring BluetoothⓇ audio codec support up to aptX™ Lossless. Using the free Smart Control Plus companion app's new 8-band EQ, bespoke presets, and intelligent Sound Personalization engine, the iconic house sound can be shaped to practically any preference with ease.
Total Immersion
The newest MOMENTUM's rich and exciting sound is further magnified by what the listener won't hear, as it is up to three times more effective at reducing distracting voice chatter with its supercharged active noise cancelling system. The number of microphones dedicated to ANC and transparency duties has doubled, with four microphones per side yielding across-the-board improvements at reducing droning airplane cabin noise and more natural voice quality on calls.
Designed to improve over time, the MOMENTUM 5 Wireless platform gives owners new and optimized capabilities through firmware updates to the DSP and wireless engines. For example, users will be able to unlock Dolby AtmosⓇ with head-tracking for next-level immersion via updates, when listening to supported Atmos encoded content[1]. Furthermore, the hardware ships with Bluetooth 5.4 out of the box and is engineered for the future – the headphones are ready for Bluetooth 6.0 via a future firmware release. The combination of immersive audio, improved ANC and jaw-dropping sound delivers a sound revelation for brand newcomers and seasoned listeners alike.
"With MOMENTUM 5 Wireless, we're proving that high-performance sound and environmental responsibility can – and must – exist in the same product. With our new user-swappable battery, adaptable hardware, and shift to compact, plastic-free packaging, our customers will feel proud to choose a headphone meant to last." added Lilika Beck, President, Sennheiser Consumer Audio.
Refreshingly Responsible
MOMENTUM 5 Wireless remains an endurance champion with quick charging and up to 57 hours of battery life per charge with ANC engaged. This generation also introduces a user-replaceable 700 mAh battery, engineered to meet strenuous standards for daily use with zero impact on acoustic performance. Using only a small Phillips-head screwdriver, owners can refresh the power cell in minutes, ensuring the headphones stay in their daily rotation for years to come. This commitment to efficiency also extends to the storage case – now 20% smaller – and smaller, plastic-free packaging designed to minimize the total environmental footprint during transit. Also included in the case are a USB Type-C charging cable and 3.5mm analog audio cable for connection to in-flight entertainment systems, laptops, and more.
Availability
The MOMENTUM 5 Wireless will be available for preorder from 12 June and will be available in 3 colourways – Black, White, and Denim, at sennheiser-hearing.com and all Sennheiser retailers. The MOMENTUM 5 Wireless will be available for purchase from 22 June 2026 onwards.
[1] Immersive audio and head-tracking require a firmware update via the Smart Control Plus app. Playback requires an Atmos-enabled source device and content from supported spatial audio platforms.
The Bluetooth® word mark and logos are registered trademarks owned by Bluetooth SIG, Inc. and any use of such marks by Sonova Consumer Hearing is under license. Android is a trademark of Google LLC. iOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license by Apple Inc. Snapdragon Sound and aptX are trademarks or registered trademarks of Qualcomm Technologies, Inc. and/or its subsidiaries. aptX is a product of Qualcomm Technologies, Inc. and/or its subsidiaries. Dolby, Dolby Atmos, and the double-D symbol are registered trademarks of Dolby Laboratories Licensing Corporation. All other company and product names mentioned herein may be trademarks of their respective companies.
About the Sennheiser Brand – 80 Years of Building the Future of Audio
We live and breathe audio. We are driven by the passion to create audio solutions that make a difference. This passion has taken us from the world's greatest stages to the quietest listening rooms – and made Sennheiser the name behind audio that doesn't just sound good: It feels true. In 2025, the Sennheiser brand celebrated its 80th anniversary. Since 1945, we have stood for building the future of audio and bringing remarkable sound experiences to our customers. While professional audio solutions such as microphones, meeting solutions, streaming technologies and monitoring systems are part of the business of Sennheiser electronic SE & Co. KG, the business with consumer devices such as headphones, soundbars and speech-enhanced hearables is operated by Sonova Holding AG under the license of Sennheiser.
sennheiser.com
sennheiser-hearing.com
About Sonova Consumer Hearing
Sonova Consumer Hearing offers premium headphones and hearables – primarily in the true wireless segment – as well as audiophile headphones, hearing solutions and soundbars under the Sennheiser brand. The business is part of the Sonova Group, a global leader in innovative hearing care solutions with headquarters in Switzerland and more than 17,000 employees worldwide.
Press contact
Erina Nuraini
Marketing Manager | SEA
Sonova Consumer Hearing Singapore
erina.nuraini@sonova.com
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Introducing MOMENTUM 5 Wireless: Your Sound Revelation Starts Here
