It is right, no function calls ippMalloc, it only has function called ippsMalloc_8u, ippsMalloc_16s, ippsMalloc_8s, etc. You need to choose one according to the data type you need.
In that URL, the example code, itused _8u function (ippsMalloc_8u), 'ippsFree'function do not have the type.
Ipp8u* pBuf = ippsMalloc_8u(8*sizeof(Ipp8u));
if(NULL == pBuf) // not enough memory
thanks for pointing it out. This is typo in that example, and need to be fix. It needs either use 'ippsMalloc_8u' function, or 'ippMalloc' ( no 's' here) from IPP core libraries.