The Trade Desk, a leading global advertising technology company, has announced expanded access to premium connected TV (CTV) inventory through strategic collaborations with major over-the-top (OTT) platforms, including Viu, iQiyi, and TCL Channel. This move reinforces The Trade Desk’s position at the forefront of programmatic innovation and allows advertisers to tap into high-quality CTV content across key markets in Asia-Pacific, the Middle East, and South Africa.
These new partnerships provide advertisers with direct access to sought-after inventory on the open internet, enabling them to connect with audiences in more meaningful and impactful ways. By aligning with prominent content providers, The Trade Desk empowers marketers to enhance their campaign reach, relevance, and performance across fast-growing regions.
As consumer behavior continues to shift from traditional television to streaming platforms, premium CTV content is experiencing significant growth. The global advertising industry is responding by embracing ad-supported video-on-demand (AVOD) models, transitioning away from traditional subscription-only services. According to Statista, global CTV ad spend is projected to exceed $38 billion by 2027, while revenue from the global AVOD market is expected to rise from $48.32 billion in 2024 to $63.5 billion by 2027.
Also Read: Smobi Partners with Vonage to Elevate Customer Engagement Through AI-Powered RCS Messaging
Through these expanded collaborations, advertisers can leverage The Trade Desk’s advanced tools—such as omnichannel frequency controls—to reduce audience duplication, mitigate ad fatigue, and extract deeper insights from campaign performance. This level of precision enables brands to continually optimize strategy and deliver more personalized, relevant ad experiences to viewers. For consumers, the result is more tailored messaging that aligns with their interests and supports more informed purchase decisions.
“We are thrilled to deepen our collaboration with premium platforms such as Viu, iQiyi, and TCL Channel on the open internet in the region, and to serve as one of their closest partners as leaders like Viu open its CTV advertising inventory for programmatic trading for the first time,” said Douglas Choy, General Manager, Inventory Development, North Asia, The Trade Desk. “We look forward to expanding our partnerships with more premium internet content platforms to drive the growth of a dynamic digital advertising ecosystem in Hong Kong and beyond.”