Malaysia’s MDA reappoints comScore as official ‘measurement currency’
By Digital News Asia February 9, 2016
- comScore launches MMX Multi-Platform
- Account for unduplicated audiences across devices
THE Malaysian Digital Association (MDA) has reappointed comScore as its official Internet audience measurement currency, while the latter launched a new platform to take into account today’s multi-device users.
MDA is the apex representative body for online publishers, advertising agencies and digital service providers in Malaysia. Nasdaq-listed comScore is the cross-platform measurement company that measures audiences, brands and consumer behavior.
“For more than two years, the MDA and comScore have worked together to establish and deliver an agreed measurement currency for the advertising market in order to promote the development of digital business in Malaysia,” said MDA president Kenneth Wong.
“Through this relationship, the MDA and comScore have delivered trusted, industry-supported solutions that provide media owners and buyers alike with actionable insights to better develop and implement their digital strategies.
“We are very pleased to continue this relationship with comScore and look forward to more years of providing best-in-class measurement solutions for the market,” he added.
To further support comScore’s commitment to providing the Malaysian digital media industry with a comprehensive and accurate online audience measurement framework, it also announced the launch of MMX Multi-Platform.
The new suite offers unduplicated accounting of audience size that reflects today’s multi-platform digital media environment, the company said in a statement.
“We are pleased to once again be selected as the official Internet audience measurement currency for Malaysia,” said comScore’s Asia Pacific senior vice president Joe Nguyen (pic).
“To further this commitment, we are also excited to announce the launch of MMX Multi-Platform for Malaysia to provide a holistic measurement system and deliver insights on consumer experiences across devices,” he added.
comScore said its MMX Multi-Platform demonstrates total unduplicated audience reach across both desktop and mobile (smartphone + tablet) platforms, providing a single metric that accounts for publishers’ digital media audiences.
This unduplicated view of behaviour is particularly important as consumers increasingly navigate digital content – including websites, videos and apps – between and across screens.
The total digital population in Malaysia reached 18.3 million unique visitors/ viewers in December 2015, with 45% of that population accessing the Internet from both desktop and mobile platforms.
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