KUALA LUMPUR: Malaysian Digital Association (MDA), the representative body for online publishers, advertising agencies and digital service providers in the country has appointed comScore Inc as the official Internet audience measurement currency for Malaysia.
The MDA’s measurement council head, Serm Teck Choon said under the agreement, both parties will be working together to establish a more comprehensive and accurate online audience measurement framework to enable Malaysian publishers to understand, quantify and monetise on their digital audiences.
The US-based company’s proprietary Unified Digital Measurement methodology measures what people do as they navigate the digital world then turns that information into insights which clients can work on to to maximise the value of their digital investments.
The methodology uses panel and census data for advanced person-based measurement.
“As the first country in South-East 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,” Serm said.
As part of the deal, 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.