Comscore, Similarweb Extend Malaysian Ad Currency Deals

The Malaysian Digital Association (MDA), the country's representative body for online publishers, ad agencies and digital service providers, has reappointed Comscore as its official Audience Measurement / Currency Partner and Similarweb as its Market Insights Partner.

The ad currency body says digital consumption in Southeast Asia is becoming increasingly fragmented across new platforms and formats, and that it aims to provide the sector with a 'point of reference' for high-stakes investment and planning decisions, with accountability at its heart.

Comscore was first selected for the role in 2013, reappointed in 2016 and 2018/19. At this point Similarweb joined it on the roster, due to the need for a more granular audience measurement, providing broader context about digital movements and user behavior.

The MDA represents 56 companies including digital publishers, platforms and agencies, and is focused on delivering a single standard currency for Malaysian internet traffic. Its President Nicholas Sagau, who is COO of REV Media Group, states: 'Measurement credibility is foundational to a healthy digital marketplace. By reaffirming Comscore as our audience currency partner and Similarweb as our market insights partner, MDA continues to prioritize data integrity, comparability and transparency.'
Bryan Wong (pictured), Co-Chair of the MDA Knowledge / Research & Measurement Council, says of the two interconnected roles: 'Together, they offer a more holistic view that supports better planning, accountability and innovation across the ecosystem.'

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