Malaysian Digital Association taps SimilarWeb and Comscore as measurement partners

The Malaysian Digital Association (MDA) has appointed SimilarWeb as its first-ever measurement partner for market insight to offer reliable and holistic industry standards. It also?reappointed Comscore as the measurement partner for audience currency, marking the fourth term Comscore is working with MDA.

The association?said it hopes to help the industry have a deeper understanding in audience currency and market insight to uncover growth opportunities and power better buying decisions in the digital media with this endorsement and partnership with the selected vendors.?According to MDA, its endorsement of an audience currency partner dates back to 10 years ago, when the body was founded, and is a result of an initiative under its Audit and Research Council in 2009.

MDA president and Malaysia country head of CtrlShift, Serm Teck Choon (pictured), explained that as the industry continues to rapidly evolve and churn out plenty of data sets in a complex ecosystem, the MDA realises that it is the right time to expand the endorsement beyond audience currency to include market insight. He added that digital consumption trends and the accompanying data might overwhelm marketers. As such, the solutions endorsed allow them to?analyse these trends and data and determine the proper digital advertising plans to achieve high returns.

According to Serm, the?thorough pitching process to finalise the two partners entailed input from a selection committee comprising senior leaders from amongst agencies, publishers and digital service providers, who are also the MDA council members.

?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, which 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.? Serm said.

Meanwhile,?MDA?s audit and research council co-chair and head of mPlatform of GroupM, Yee Wing-Tak, said every decision made in digital marketing has to be measurable and accountable for marketers to move their 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," Yee added.

?We are thrilled to be reappointed as the digital audience currency for the Malaysian market. This is a critical market for Comscore and we look forward to continuing to help companies improve their return on investment and make future decisions with confidence," Kedar Gavane, senior VP, Asia Pacific at Comscore said.

?The MDA have taken the lead in the region by endorsing our solution for advanced business intelligence. As the industry matures, companies need to make decisions based on many more data points to ensure that strategies and execution continue to be more efficient and effective. We are honored and excited to work alongside the MDA in this endeavour," Carroll Kee, GM SEA, SimilarWeb Certified Partner, said.