MDA picks ComScore

Malaysian Digital Association (MDA), the local representative body for online publishers, advertising agencies and digital service providers has appointed comScore as the official internet audience measurement provider for Malaysia.

Following a multi-stage review process that included two other audience measurement providers, comScore was chosen as a result of its reputation in measuring digital activity across the world and its large local panel as well as its acceptance and usage by media agencies in Malaysia.

As part of this agreement, comScore will work with the MDA to produce regular industry statistic reports and joint studies. comScore audience analytics packages will also be offered to MDA members at preferential rates.

It will also work together to establish an agreed measurement currency for the advertising market in order to promote the development of digital business in Malaysia.

"As the first country in Southeast Asia to adopt a standardised measurement almost three years ago, the MDA believes that an official audience currency is key to continued market growth and maturity," said Serm Teck Choon, MDA's measurement council head.

Joe Nguyen (pictured), senior vice president of APAC at comScore said, "We're committed to working closely with the MDA to provide the Malaysian digital media industry a more comprehensive and accurate online audience measurement framework based on comScore's proprietary Unified Digital Measurement methodology, which effectively combines panel and census data for advanced person-based measurement."

comScore's data and technologies offer a platform for Malaysian publishers to understand, quantify and monetise their digital audiences while advertisers and agencies will also be able to plan, analyse and evaluate their digital advertising campaigns using industry standard audience data.