P&G Malaysia backs MRC viewability standards

Nadiah: ‘For media buys, viewability is one of several important factors that we consider.’

P&G Malaysia is working closely with its partners to adopt the US-based Media Rating Council (MRC) viewability standards for digital media as well as reviewing agency contracts following the recent call by its parent Procter & Gamble Company (P&G) for greater transparency rules in digital advertising.

Although the move has drawn mixed reactions from marketers and agencies, the company’s communications and government relations leader (Malaysia, Singapore and Brunei) Nadiah Syed Nahar tells StarBizWeek that it will follow through and adopt the MRC standard.