Effective Measure’s system combines website page-tagging technology and an opt-in panel of web users and will provide “a compleletely unbiased and accurate picture of internet usage here,” said MDA president Terence Dorairaj.

MDA members include publishers and digital marketing services and media agencies.

Effective Measure was chosen by MDA following a review of three competing audience measurement providers. The process lasted the best part of a year and was carried out in collaboration with the Audit Bureau of Circulations, the Media Specialist Association, the Malaysian Advertisers Association and the Association of Accredited Advertising Agencies of Malaysia.