Effective Measure’s Campaign Measurement and Campaign Impact solutions will be implemented across GroupM Malaysia’s agency group and follows a run of Effective Measure partnerships with GroupM agencies in the region including Mindshare, MEC and Maxus.

The deal will allow agencies to optimise media buying, based on analysis of demographic and campaign exposure data, which is available while a campaign is running, and survey internet users who were exposed to a display campaign and compare their answers to those who were not.

“GroupM is leading a step change for online measurement in Malaysia. In an ever expanding sector, this partnership signifies a genuine appreciation of the requirements of advertisers in the digital age. As digital campaigns become more sophisticated, so too have the metrics for tracking their impact,” said Effective Measure commercial director – Malaysia & Singapore, Tom Hogg.