comScore to Deliver Malaysian Online Ad Currency

comScore has been appointed as the official Internet audience measurement currency for Malaysia, by the MDA, the country's representative body for online publishers, ad agencies and digital service providers. comScore beat two other bidders in a multi-stage review process.

The agreement sets out how comScore will work with MDA (the Malaysian Digital Association) to produce regular statistical reports and joint studies, and also offer its analytics packages to MDA members at preferential rates.

MDA says comScore's data and technologies 'offer a platform that will help Malaysian publishers understand, quantify and monetize their digital audiences' and help advertisers plan, analyze and evaluate their campaigns using industry standard audience data. Measurement Council Head Serm Teck Choon comments: 'As the first country in Southeast Asia to adopt a standardized measurement almost three years ago, the MDA believes that an official audience currency is key to continued market growth and maturity. After a detailed process, we chose comScore due to its large local panel as well as its acceptance and usage by media agencies in Malaysia.

comScore's SVP of APAC Joe Nguyen says the firm is '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.'

Founded in 2009, MDA is online at www.digital.org.my , while comScore's home page is www.comscore.com .