Malaysian association helps marketers create greater media transparency

In early November, the Malaysian Advertisers Association (MAA) gathered over 60 senior marketing professionals for an interactive workshop on digital governance.

MAA’s workshop aimed at equipping attendees with the understanding and tools to create greater transparency for their media investments. A group of experts from Ebiquity and Firm Decisions shared their views and provided recommendations to safeguard transparency in the media buying landscape, as well as to ensure future compliance in agency contracts.

“Marketers tend to face the problem of reaching out to the same audiences on different platforms. To achieve better efficiency, isolate and have singular targeting across whatever you are buying. That’s where a programmatic approach should come into place”, said Muhammad Abdullah, Head of Digital, Ebiquity South East Asia.

Ranji David, WFA’s APAC Director Marketing Services, also presented the findings of WFA and Ebiquity’s global survey on online advertising effectiveness. The survey found that viewability (90%) is the top concern associated with online advertising investments, followed by transparency (76%), ad fraud (72%) and brand safety (62%).

For more information, please contact MAA.