"A unified front against data fragmentation. As the industry's primary watchdog, MDA, which represents 56 companies including digital publishers, platforms, and agencies, is focused on delivering a single standard currency for Malaysian internet traffic. Nicholas Sagau, President of MDA and COO of REV Media Group, emphasized that these benchmarks are not just about numbers, but about the health of the marketplace."
"The strategy relies on a two-pronged approach to measurement: Comscore: Functions as the "Audience Currency," providing the trusted benchmark for specific audience reach. Similarweb: Acts as the "Market Insights" partner, delivering the broader context regarding digital movements and user behavior. Bryan Wong, Co-Chair of the MDA Knowledge / Research & Measurement Council, noted that while the two roles are distinct, they are interconnected. "Together, they offer a more holistic view that supports better planning, accountability and innovati""
MDA reappointed Comscore as its Audience Measurement (Currency) Partner and Similarweb as its Market Insights Partner to strengthen data integrity amid increasingly fragmented digital consumption in Southeast Asia. The reappointments aim to provide a point of reference for high-stakes investment and planning decisions and to ensure accountability remains central to Malaysia's digital advertising and media landscape. MDA represents 56 companies across publishers, platforms, and agencies and seeks to deliver a single standard currency for Malaysian internet traffic. The strategy pairs Comscore's audience reach benchmark with Similarweb's broader market and user-behavior context to support more holistic planning, comparability and transparency.
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