Kuala Lumpur: The Trade Desk, a prominent global advertising technology firm, has unveiled new partnerships granting access to premium Connected TV (CTV) inventory from major industry players Viu, iQiyi, and TCL Channel. This strategic collaboration aims to empower advertisers by utilizing premium content on the open internet, thereby significantly boosting advertising performance across the region. The partnerships extend across crucial markets in the Asia-Pacific, Middle East, and South Africa.

According to BERNAMA News Agency, as viewer preferences continue to shift, platforms offering premium CTV content are experiencing substantial growth and expansion. This trend presents new opportunities for advertisers globally. The burgeoning CTV advertising market has also prompted many content platforms to shift from subscription-based video-on-demand (SVOD) models to ad-supported video-on-demand (AVOD) models. Global CTV ad spending is forecasted by Statista to surpass $38 billion by 2027, while global AVOD market revenue is expected to rise from $48.32 billion in 2024 to $63.5 billion by 2027.