The decision followed a multi-stage review process involving two other competing audience measurement providers, the MDA said.

According to a statement, the MDA and comScore will work together to establish an agreed measurement currency for the advertising market in order to promote the development of digital businesses in Malaysia.

“As the first country in southeast Asia to adopt a standardised measurement almost three years ago, the MDA believes that an official audience currency is key to continued market growth and maturity,” said Serm Teck Choon, MDA’s measurement council head.