Kuala Lumpur, Malaysia — The Malaysian Digital Association (MDA) has reaffirmed its
commitment to credible, transparent and industry-trusted measurement standards with the
reappointment of Comscore as its official Audience Measurement (Currency) Partner and
Similarweb as its Market Insights Partner.

The reappointments reinforce MDA’s long-standing role in advancing reliable digital
measurement frameworks that support confident planning, accountability and investment
decisions across the digital media ecosystem.

The reappointments reinforce MDA’s long-standing role in stabilising reliable digital
measurement frameworks as the industry’s point of reference for confident planning,
accountability and investment decisions across the digital media ecosystem.

MDA’s endorsement of an audience measurement currency dates back 17 years, when the
Association was founded. The initiative was later formalised under the Audit and Research
Council in 2009, reflecting MDA’s belief that industry progress must be anchored in credible and
evolving measurement standards.

Nicholas Sagau, President of MDA, Chief Operating Officer of Rev Media Group, said the
reappointments reflect MDA’s responsibility to uphold standards that serve the entire industry.

“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 prioritise data integrity, comparability and
transparency. These partnerships help ensure the industry can navigate an
increasingly complex digital landscape with confidence.”

He added that as digital platforms, formats and consumption behaviours continue to fragment,
trusted benchmarks remain essential to sustainable growth.

Meanwhile, Bryan Wong, Co-Chair of MDA Knowledge / Research & Measurement
Council, VP, Product and Innovation, Astro Media Solutions, highlighted the importance of
having complementary measurement perspectives.

“Audience currency and market intelligence play distinct but interconnected roles.
Comscore provides a trusted benchmark for audience measurement, while
Similarweb delivers broader context on digital behaviour and market movement.
Together, they offer a more holistic view that supports better planning,
accountability and innovation across the ecosystem.”

MDA will continue to work closely with both partners through its Knowledge and Research &
Measurement Council to ensure methodologies, outputs and industry education efforts remain
aligned with evolving market needs.
Through these partnerships, MDA aims to further strengthen transparency and confidence in
Malaysia’s digital economy, ensuring the industry remains grounded in credible data as it
continues to evolve.

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About Malaysia Digital Association

Established in 2009, the Malaysian Digital Association (MDA) focuses primarily on growing the
digital advertising pie and delivering a single standard currency of measurement of Malaysian
Internet traffic. It represents 56 companies, comprising digital publishers, platforms, advertising
agencies, creative agencies and digital service providers. Through MDA, members speak with
one voice and act with one purpose on digital publishing and advertising matters.

MDA also plays a role in unifying all sectors involved in the various aspects of digital media and
advertising, thereby securing the long-term interest of the industry in Malaysia. For more
information, visit https://malaysiandigitalassociation.org.my/

About Knowledge/Research Measurement Pillar

Delivering digital insights and setting digital measurement standards for the industry. MDA
Measurement Reports, MDA Quarterly Research and MDA measurement benefits for members.
MDA also works collaboratively with a broad range of organizations across industries in
providing opportunities in digital knowledge acceleration to all parties.

The Pillar works progressively in producing industry video series – one of the MDA objectives in
driving an active conversation to establish, manage and advocate the best standard practice for
the industry. Video interviews by key industry players, sharing their insights and ideas that
represent the most efficient or prudent course of action.

For further media enquiries, please contact:

zati@macomm.com.my
03-7613 1510