CTV Scale, a Connected TV-first advertising platform, has officially launched in Malaysia through an exclusive partnership with MeVe Tech, a Southeast Asian digital advertising and technology company. The launch positions CTV Scale as a dedicated solution for Malaysian brands and media agencies struggling with inventory fragmentation, ad fraud, and the lack of unified measurement across streaming platforms.
CTV Scale Addresses Fragmented Streaming Ad Market
Advertisers currently face fragmented inventory spread across OTT applications, FAST channels, OEM smart TVs, and set-top boxes; on top of that, identity mismatching on shared household screens and rising ad fraud vulnerabilities have made transparent campaign delivery difficult to achieve through conventional programmatic channels.
CTV Scale is engineered to bypass legacy programmatic supply chains, which the company says reduces advertiser fees often referred to in the industry as “ad taxes.” The platform is designed to deliver verified ads directly to living room screens while offering publishers improved payouts and providing brands with clearer performance tracking. MeVe Tech joins as the exclusive launch and growth partner for CTV Scale in Malaysia, offering its regional expertise in AI-powered marketing, media execution, and audience intelligence.
The platform offers Malaysian brands access to campaigns built around three core pillars. The first covers reach, enabling access to previously siloed streaming networks. The second focuses on interaction, allowing brands to engage household audiences through localized ad formats suited to the big screen. The third pillar covers transactions, backed by verifiable business outcomes and transparent ad-tech pricing that reduces reliance on traditional intermediary fees.
Pokdepinion: The ad industry has been promising “transparency” for so long that it has practically become a buzzword with no meaning, but if CTV Scale and MeVe Tech can actually deliver on fewer middlemen and verified delivery to the living room screen, Malaysian brands might finally get something worth paying for.
