Hong Kong, June 18, 2025 — The Trade Desk (NASDAQ: TTD), leadingglobal advertising technology company, today announced an expanded strategicpartnership with HOY, the media platform operated by i-CABLE Communications. Aspart of this collaboration, HOY will enable programmatic trading for its connectedTV (CTV) advertising inventory through The Trade Desk. The platform will also implementcutting-edge identity and access technologies, including Unified ID 2.0 (UID2)and OpenPath, helping advertisers achieve more efficient and precise advertisingoutcomes.

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As viewer preferences shiftrapidly toward on-demand and streaming services, high-quality CTV platforms areseeing accelerated growth. According to Statista, global CTV ad spending isprojected 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% ofrespondents have reduced their consumption of traditional TV in favor ofinternet-based streaming services[2].

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“Programmatic CTV advertising is a coregrowth strategy for HOY, while The Trade Desk, a global leader in advertisingtechnology, provides us industry-leading technology and platform capabilities,”said Mr. TO Chi Hak, Felix, ChiefExecutive Officer and Executive Director, i-Cable Communications. “We’re excited to collaborate with The Trade Desk to enhance thevalue and utilization of our inventory, delivering advertisers more effectiveand precise opportunities to engage with their target audiences.”

Initially developed by The TradeDesk, UID2 is a next-generation identity solution for the open internet. Itaims to achieve greater personalization, balancing consumers' need for greatertransparency and control while preserving the value of relevant advertising. WhileWith fewer intermediaries, OpenPath provides advertisers with a more directconnection to premium digital advertising inventory, enhancing transparencywhile enabling publishers to maximize revenue.

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[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

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“We are thrilled to deepen ourcollaboration with HOY TV and jointly drive the development of Hong Kong’s CTVand open internet ecosystem,” said Douglas Choy, General Manager of InventoryPartnerships, North Asia, at The Trade Desk. “As audience behavior continues toevolve, the Hong Kong CTV programmatic advertising marekt is poised forunprecedented growth. By enabling programmatic access and implementingsolutions like Unified ID 2.0 and OpenPath, HOY TV is helping to shape afuture-ready, high-performance model for the open internet. We look forward topartnering with more premium content platforms like HOY TV to build atransparent and thriving CTV advertising environment in Hong Kong.”

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HOY TV has completed theintegration of UID2 on its CTV platform, which is now live. OpenPath onboardingis also ready, with deployment to be optimized based on campaign performance.

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AboutHOY

HOYbroadcast three free TV channels 76 ,77 and 78, providing round-the-clockcontent including news, entertainment, dramas, infotainment, travelogue andfoods, and diversified varieties and enrichments content in Cantonese andEnglish.

HOY(pronounced as "Hoi" in Cantonese) carries the brand vision tosupport talents from all walks of life and enable them to tell the world ourunique Hong Kong stories. As a human brand with rich personalities, HOYprovides connected experiences through seamlessly integrating exceptionalcontent and engagement, to inspire and empower people for a positive and happylife.

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About The Trade Desk

The Trade Desk™ is a technologycompany that empowers buyers of advertising. Through its self-service,cloud-based platform, ad buyers can create, manage, and optimize digitaladvertising campaigns across ad formats and devices. Integrations with major data,inventory, and publisher partners ensure maximum reach and decisioningcapabilities, and enterprise APIs enable custom development on top of theplatform. Headquartered in Ventura, CA, The Trade Desk has offices across NorthAmerica, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.