Quantcast Choice, a consent management platform (CMP) created to help marketers comply with evolving international privacy rules, has been integrated and acquired by InMobi for unspecified financial terms. InMobi is a market pioneer in marketing and content monetization tools supporting company expansion. The strategic acquisition highlights InMobi’s dedication to strengthening its privacy management system for websites and mobile app developers. Additionally, it will equip them to negotiate the complex, ever-changing privacy landscape.
A quick look at CMP
App and website publishers can control user consent for data collection and advertising activities following data privacy laws thanks to a CMP (consent management platform). For gathering and managing user consent preferences, it offers a user-friendly interface. Additionally, it promotes user trust and assures compliance. A CMP is a crucial weapon that publishers in the EEA and the US ought to be privy to.
InMobi – Quantcast Acquisition
CMPs are now necessary for advertisers to assure compliance and sustain ad revenue as privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in the European Economic Area (EEA) continue to change. Many of the top-demand partners mandate the use of a CMP that supports the recent privacy standards upheld by the Interactive Advertising Bureau (IAB). Hence, in the absence of a tested CMP, publishers might lose out on opportunities.
This premise of the acquisition is simple to understand. The publisher (or mobile developer) side of InMobi’s ad tech business must be strengthened. The theory is that these controls could result in advertising that is even more precisely targeted and possibly even higher CPMs for advertisers. Publishers may be more willing to spend money on advertisements supported by compliance and transparent data. The CMP will be incorporated into InMobi’s comprehensive publisher’s software development kit (SDK). It will provide enhanced privacy control, simple content management, and increased data governance. With the inclusion of a trustworthy, flexible, and adaptable CMP, InMobi will be able to provide complete publisher monetization solutions.
For publishers’ needs, Quantcast Choice offers over 500 Google-certified and 800-IAB-approved and non-approved certified providers. This open-minded strategy aids publishers increase revenue, fill rates, and occasionally records a 35 percent rise in eCPMs in specific locations. As part of the acquisition, InMobi will keep the platform’s free use for current users and continue to work hard to fulfill this commitment to both existing and fresh users. The changeover for Quantcast clients and the launch of new publisher offers will happen later this year.
Here’s what they said
Kunal Nagpal, Chief Business Officer, of InMobi Advertising stated,
“InMobi has always been at the forefront of building solutions that help brands and publishers alike navigate the complex global privacy landscape. This acquisition allows us to bring the power of a proven world-class CMP into the in-app ecosystem where the challenges remain enormous and unresolved. Quantcast Choice is a gold standard for thousands of Web publishers; we are excited to build and extend its benefits to the 40,000 mobile apps that currently work with InMobi.”
Peter Day, Chief Technology Officer of Quantcast said,
“Quantcast Choice was born of our commitment to protecting consumer privacy and we’re proud of helping so many businesses meet the needs of an evolving regulatory landscape. InMobi understands the needs of publishers and we’re delighted that this market-leading CMP will continue to be available as a free solution. We remain committed to our customers and have formed a close relationship with InMobi to ensure a seamless transition.”