BYYD in Malaysia: A Mobile Programmatic Platform for Effective Promotion

According to DataReportal, there were 35.4 million internet users in Malaysia at the end of 2025. Of these, 97.9% access the internet via mobile phones. It clearly demonstrates the dominant role of mobile devices in users’ daily digital behavior.

This data highlights the growing relevance of mobile and in-app advertising in Malaysia. Brands seeking effective reach and engagement must prioritize mobile-first channels, especially mobile applications where user attention is highest.

In this article we explore the role of mobile advertising in Malaysia and the opportunities offered by the BYYD platform for brands.

Malaysia Mobile Market Overview

Malaysia’s advertising market continues to grow steadily. In 2025, total advertising spend across both digital and traditional channels reached $1.94 billion, reflecting a 5.9% year-on-year increase.

Digital advertising is the clear engine of this growth. In 2025, digital ad spend is estimated at $1.29 billion, accounting for 67% of total advertising expenditure.

Programmatic advertising spend in Malaysia reached $885 million. Year over year, investment increased by 9.9%. It highlights advertisers’ growing reliance on automated media buying.

Programmatic now accounts for 68% of total digital advertising spend in the country. Brands increasingly leverage these technologies to enhance targeting precision, optimize budgets, and improve overall campaign performance.

In-app advertising spend in Malaysia reached $324 million, showing 8.4% year-over-year growth. In-app formats account for 25% of total digital ad spend. The statistic highlights the strong and stable role of mobile apps as a key channel for audience engagement.

In-App Advertising and Programmatic Opportunities with BYYD

BYYD is one of the world’s largest mobile advertising platforms for real-time mobile media buying. Over the past 10 years, the platform has successfully delivered more than 2,500 advertising campaigns.The company currently has main offices in 12 countries across the Americas, Europe, and Asia.

With BYYD, advertisers and digital agencies can run in-app advertising campaigns both in Malaysia and globally, using precise geolocation targeting. In Malaysia alone, the platform provides access to an audience of over 26 million users. It enables brands to achieve scalable reach and effective engagement through mobile applications.

Reaching the Right Audience 

BYYD enables precise in-app targeting to reach the most relevant audiences. Campaigns can be tailored using socio-demographic data, geolocation, user behavior and interests, as well as device and OS parameters.

At BYYD, ads run across a wide range of mobile apps, tailored to each industry and client. This approach enables precise targeting and stronger audience engagement.

BYYD continuously optimizes campaigns using inclusion and exclusion lists:

• The exclusion list removes apps and placements with low engagement or inefficient performance.
• The inclusion list prioritizes trusted apps that deliver high-quality impressions and strong results.

This approach helps maintain traffic quality and improve overall campaign efficiency.

Maximum Attention Through Interactive Ad Formats

Through a variety of creative formats — from video to interactive Rich Media — BYYD helps brands capture user attention and drive stronger engagement within mobile apps.

• Fullscreen delivers maximum visibility by occupying the entire screen at key moments.
• Native blends seamlessly into the app interface, ensuring a natural and non-intrusive user experience.
• Rich Media uses interactive and gamified mechanics to encourage active user interaction.
• Video communicates brand messages through engaging, app-optimized video content.
• Split Screen provides double user engagement with dynamic video and interactive banner formats.

Verified Traffic and Measurable Brand Impact

BYYD ensures safe and reliable ad placements through multi-level inventory verification, third-party traffic quality checks, dynamic inclusion and exclusion lists, and buying impressions only from verified devices.

To measure the real impact of mobile advertising, BYYD conducts Brand Lift studies, comparing exposed and non-exposed audiences. This approach reveals changes in brand awareness, interest, and purchase intent.

It helps brands optimize creatives, targeting, and media strategies beyond standard performance metrics.

Why Advertisers and Agencies Choose the BYYD Mobile Advertising Platform

• Flexible buying models (including CPS and 100% CPV) supported by advanced analytics and fully transparent reporting.
• Proprietary DSP technology with full control over traffic quality, optimization, and antifraud mechanisms.
• Expert-led campaign optimization, combining automated algorithms with hands-on specialist support.
• End-to-end service covering creative production, media buying, and post-campaign analytics with no hidden fees.
• Double-layer traffic protection through an in-house antifraud system and integrations with external verifiers.

BYYD specialists have a deep understanding of the challenges faced by advertising agencies and address them directly on their side. There is no segment or target audience the company has not worked with before.

Explore our case studies via the link.
You can view the BYYD Malaysia platform presentation via the link.

For discussions on advertising campaigns and agency terms, please contact us by email: apac@byyd.me