Malaysian Digital Association ramps up audience measurement with Comscore and SimilarWeb partnerships

The new offering was agreed upon following a pitch process, decided on by council members of the trade body, across agency, publishers and digital service providers.

MDA president Serm Teck Choon (孙德俊), also country head for Malaysia at CtrlShift, said the new agreements offered extra insights to the Malaysian digital industry.

“With Comscore as our measurement partner for Audience Currency, we provide a trusted currency to the industry for planning, transacting, and evaluating media across platforms. Meanwhile, SimilarWeb, who is our newly added measurement partner for Market Insight, will give us multi-device granular insights to understand and track digital market share of various brands and publishers,” he said.

According to the MDA, the market was in need of a more granular audience measurement tool, as the data needs of businesses to become more nuanced and mature.

MDA’s Audit and Research Council co-chair Yee Wing-Tak (余永德), also head of mPlatform at GroupM in Malaysia, said: “In the complex world of digital marketing, we must have data that is insightful and addressable. Every decision has to be measurable and accountable for us to move our digital ambition forward. We are at a stage where we are increasingly hungry for more data measurement sources and for this, we are pleased to have on-board, our measurement partners Comscore and SimilarWeb.”