As smart television adoption accelerates across Southeast Asia, Connected TV (CTV) has officially moved from an emerging digital channel to a mainstream media powerhouse in Malaysia. With a highly digital-savvy population, Malaysian households are rapidly embracing streaming services, making the big screen the ultimate hub for premium content consumption and a critical touchpoint for modern brand marketing.
However, the rapid growth of the CTV landscape has brought significant execution challenges for brands. Media agencies and advertisers face severe inventory fragmentation across disparate OTT applications, FAST channels, OEMs, and Smart Set-top boxes. Compounding this fragmentation are systemic digital issues, including identity mismatching when targeting individual profiles on shared household screens, a lack of unified cross-device measurement, and rising vulnerabilities to ad fraud.
To address these hurdles, CTV Scale, a “Connected TV-first” advertising platform, has announced its official launch in the Malaysian market. To lead its growth and market penetration, CTV Scale has partnered with MeVe Tech, one of Southeast Asia’s leading digital advertising and technology companies, who will act as the exclusive launch and growth partner in the country.
The unified platform will offer Malaysian advertisers a robust, transparent ecosystem capable of streamlining CTV buys, eliminating legacy programmatic inefficiencies, and ensuring verified ad delivery directly to the living room.
Arun Raghav, President at CTV Scale, commented on the expansion:
“Connected TV is rapidly becoming a mainstream media priority for forward-thinking brands. Malaysia possesses a sophisticated, mature advertising economy that urgently requires a dedicated platform built with trust and transparency at its core. By partnering with MeVe Tech, we are combining our specialised CTV-first technology with their deep regional expertise. Together, our goal is to deliver the most effective, fraud-resilient, and measurably scalable CTV advertising solution for Malaysian brands.”
Vishal Khanchandani, Founder of MeVe Tech, shared:
“What sets CTV Scale by MeVe apart is our focus on converging traditional TV planning principles with modern digital execution and measurement. For too long, CTV has been treated as an afterthought or an extension of standard mobile video buys. Our partnership changes that, helping brands reach highly engaged audiences on the biggest screen in the home with significantly greater accountability, fraud protection, and control over their ad spend.”
Through this launch, Malaysian brands can now deploy advanced campaign strategies across three core pillars: Reach across previously siloed streaming networks, Interact with household audiences through localised ad formats, and Transact with verifiable business outcomes, backed by transparent ad-tech pricing that minimises traditional middleman platform fees.
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