comScore upgrades MMX multi-platform and Mobile Metrix

comScore today announced major upgrades to MMX Multi-Platform and Mobile Metrix in Malaysia with the introduction of mobile consumer panel data. The introduction of Android mobile panel data expands comScore’s measurement of mobile audiences in Malaysia to enable more robust reporting of visitation, engagement and demographics, including new segments for age and gender.

“The introduction of mobile panel data is an important development in advancing digital audience measurement in Malaysia,” said Joe Nguyen, senior vice president, Asia Pacific at comScore. “As smartphones and tablets play an increasingly significant role in consumers’ lives, robust, unduplicated measurement across platforms and devices is critical for media buyers and sellers to plan and optimise their digital strategies. We have received strong support from the media and advertising industry in Malaysia, and continue to be committed to delivering quality solutions to the market.”

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“As audiences’ media consumption continues to evolve, it is imperative to have a trusted, independent measurement source to provide granular, yet actionable data and insights, for advertisers, agencies and publishers to understand the complex multi-platform landscape,” said Serm Teck Choon, president of the Malaysian Digital Association. “We applaud comScore as the Internet audience measurement currency for Malaysia in providing the industry with a comprehensive, accurate online audience measurement framework.”

comScore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels with data from the comScore census network. This approach provides an unduplicated, persons-based measurement of total digital reach. Further, comScore measurement continues to evolve to address consumers’ changing behaviours and new technologies. This includes the ability to measure and credit traffic from third-party apps and content distributors such as Facebook Instant Articles, to ensure publishers are able to consistently account for their digital audience across devices.

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