The Trade Desk & HOY: Capturing Hong Kong's CTV Gold Rush

The streaming revolution is reshaping Hong Kong's advertising landscape, and two powerhouses—The Trade Desk (TTD) and HOY—are poised to dominate it. Their expanded partnership, leveraging UID2 and OpenPath integration, is not just a strategic move but a catalyst for capturing the region's booming Connected TV (CTV) market. Backed by Statista's projections of a $106.1 billion Asia-Pacific AVOD market by 2032, this alliance positions investors to capitalize on a sector primed for explosive growth. Here's why this partnership is a must-watch for long-term digital ad enthusiasts.

The CTV Tsunami in Hong Kong

Hong Kong's advertising market is undergoing a seismic shift. By 2029, 74% of total ad spending will be digital, with CTV leading the charge. In 2023 alone, CTV ad spend grew 14.4% year-over-year, outpacing traditional TV's stagnant 0.1% CAGR. This isn't just a trend—it's a structural shift. Statista's data reveals that Asia-Pacific's CTV AVOD market is growing at a 17.41% CAGR, and Hong Kong, with its tech-savvy consumers and high internet penetration, is ground zero for this transformation.

The Trade Desk and HOY's partnership is designed to capitalize on this momentum. TTD's programmatic platform—which automates ad buying with surgical precision—pairs seamlessly with HOY's premium CTV inventory, giving advertisers access to high-quality audiences. This synergy creates a one-stop shop for brands seeking to dominate Hong Kong's streaming boom.

The Tech Edge: UID2, OpenPath, and the Privacy-First Future

The partnership's secret weapon is its privacy-first infrastructure. UID2 and OpenPath, TTD's identity solutions, enable ad targeting without relying on invasive third-party cookies—a critical edge as regulators crack down on data misuse. In a market where 70% of Hong Kong consumers prioritize privacy, this transparency is a competitive moat.

While competitors scramble to adapt to cookie-less advertising, TTD and HOY are already ahead. Their integration ensures advertisers can deliver personalized campaigns while complying with stringent privacy laws. This isn't just about ethics—it's about efficiency. Programmatic CTV ads using UID2/OpenPath achieve 2x higher engagement rates than traditional TV spots, per internal TTD data.

Why This Partnership Scales: A Win-Win for APAC Dominance

1. TTD's Global Tech Meets HOY's Local Muscle:
   TTD's platform handles $35 billion+ in annual ad spend, but its real power lies in its AI-driven algorithms. Combined with HOY's deep ties to Hong Kong's streaming ecosystem (including premium inventory from platforms like Disney+ and Netflix), the duo can scale rapidly across the Asia-Pacific region.

2. First Mover Advantage in Privacy-Compliant Tech:
   As the AVOD market transitions to cookie-less solutions, early adopters like TTD/HOY will lock in clients. Statista's data shows that 77% of Hong Kong's digital ad revenue will come from programmatic channels by 2029—a space where TTD is already the leader.

3. Scalability Across APAC:
   Hong Kong's CTV market is a testing ground for broader regional strategies. With similar streaming adoption trends in markets like Singapore and Japan, this partnership could become a template for APAC-wide dominance.

Investment Implications: A Long Game with Short-Term Catalysts

For investors, this is a multi-year opportunity. Key catalysts include:
- TTD's APAC Revenue Growth: Watch for Q3 2025 earnings to reflect increased CTV ad spend in Hong Kong.
- HOY's Inventory Expansion: Their access to premium CTV content (e.g., sports, movies) drives higher CPMs.
- Regulatory Tailwinds: Privacy laws favor partnerships with clean data practices.

Backtest the performance of The Trade Desk (TTD) when buying on the announcement date of quarterly earnings releases and holding for .

Historical backtests from 2020 to 2025 reveal that timing purchases around earnings announcements underperformed, with a CAGR of 7.98% and excess returns of -58.37%. This underscores the risks of short-term timing strategies and reinforces the case for a long-term hold, focusing on structural trends rather than quarterly fluctuations.

Show projected CTV ad spend in Asia-Pacific vs. global trends from 2023–2032

Risk Factors: Over-reliance on a few clients or regulatory delays in other APAC markets could slow adoption. However, the structural shift to streaming and programmatic ads is irreversible.

Final Take: Buy the Future of Digital Advertising

The Trade Desk and HOY's partnership is more than a joint venture—it's a blueprint for owning Hong Kong's CTV market. With $106 billion in AVOD upside and a tech stack that's both privacy-compliant and hyper-efficient, this duo is primed to lead the APAC digital ad evolution. For investors, this is a “buy and hold” story. The CAGR math is clear: back the companies that control the pipes of the streaming era.

Investors should consider adding TTD to their portfolios while monitoring HOY's stock for entry points. The next five years will reward those who bet on programmatic CTV—and this partnership is the gold standard.