Comscore, SimilarWeb Win Malaysia Currency Contracts

The Malaysian Digital Association (MDA), the country's representative body for online publishers, ad agencies and digital service providers, has renewed its partnership with Comscore to provide audience currency data, while appointing SimilarWeb as its partner for market insight.

First appointed by the MDA in 2013, and then re-appointed in 2016 and again in 2018, Comscore helps deliver Malaysia's agreed digital audience measurement ad currency. According to the MDA, the addition of web analyst SimilarWeb was led by a market in need of a more granular audience measurement.

SimilarWeb was founded in Tel-Aviv, Israel in 2007. The firm's proprietary algorithm produces traffic and engagement statistics, taking into account the behaviour of visitors to similar kinds of sites. This helps clients benchmark performance against competitors, reveal competitors online strategy, discover new opportunities, identify emerging trends and understand consumer intent.

The MDA's new contracts were agreed following a pitch process, decided on by council members of the trade body, across agency, publishers and digital service providers. MDA president Serm Teck Choon (pictured), who is also Country Head for Malaysia at CtrlShift, comments: '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'.

Web sites: www.malaysiandigitalassociation.org.my , www.comscore.com and www.similarweb.com .