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.”
Adtech provider InMobi has announced an expansion of its partnership with Microsoft Advertising to support enterprise and strategic advertisers in new regions including Southeast Asia, Turkey, the Middle East, and Africa.
InMobi will offer marketers an integrated solution to ramp up their campaigns built on the search and native display capabilities of Microsoft Advertising and the mobile ad tech capability of InMobi’s advertising platforms.
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Microsoft and InMobi have been working together since July 2018 to help enterprises accelerate their digital transformation through insights, audiences, and engagement platforms. Continuing the partnership in 2019, InMobi added Microsoft Advertising products and solutions to its offering in India. Microsoft Advertising offers solutions that reach people across Microsoft properties, including Bing, Microsoft News, Edge, and Outlook, as well as on partner sites like AOL and Yahoo.
In the past 2.5 years, InMobi and Microsoft have shared a successful partnership in establishing an Indian footprint. With a 1.8X growth in India business since 2019, Microsoft Advertising’s APAC vice-president, Nick Seckold, said,
“InMobi’s successful track record in India has led Microsoft Advertising to extend its coverage across Southeast Asia, where it will be tasked with building close relationships with advertisers and agencies to grow the business in the region.”
Microsoft Advertising’s EMEA and LATAM vice-president Mark Richardson also commented that InMobi will expand its representation of Microsoft’s full suite of advertising offerings to strategic and enterprise clients in West Asia, Turkey, and Africa.
Rohit Dosi, General Manager, Microsoft Advertising business at InMobi, will take up additional responsibilities in the newly expanded regions and also said,
“The extended partnership between Microsoft Advertising and InMobi will enable marketers to deliver a unified brand experience to customers by bringing together the best of search and native display platforms across both organizations. We are positioned uniquely to bring Microsoft Advertising to marketers in Southeast Asia, the Middle East, and Africa through our deep appreciation of marketers’ needs, a keen understanding of the markets, and a customer-obsessed team.”
InMobi will be responsible for the sales, account management, marketing, finance, collection, and billing for Microsoft Advertising customers, managed by InMobi, in India, SEA, and MEA from now onwards. Direct billing with InMobi is designed to provide advertisers with an easy and hassle-free advertising experience as they leverage InMobi’s services.
Appsumer, a performance insights platform for mobile app advertisers, has been acquired by InMobi, one of the top producers of content, monetization, and marketing technology. Appsumer is a London-based company that gives a 360-degree perspective of marketing spend across channels. This enables marketers to transform complex data into actionable insights.
Shumel Lais, the CEO, and Founder of Appsumer has joined InMobi and will continue to oversee the division in terms of product development and growth. The entire Appsumer team will join InMobi to assure client service continuity and to develop and support InMobi’s analytics and automation offerings. Appsumer will continue to operate as a separate entity under the InMobi corporate structure.
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The Co-Founder of InMobi Group and CEO of InMobi Marketing Solutions, Abhay Singhal said-
“Appsumer brings a next-generation approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily. The solution makes it easy to map all mobile performance media investments to business outcomes”
He also added –
“Shumel and his team are well-known industry leaders and visionaries in their field and will play an instrumental role in driving InMobi’s next wave of growth and innovation”
InMobi And Appsumer: How Will This Acquisition Help Marketers?
Appsumer’s self-serve technology platform, intellectual property, and the team will complement InMobi’s end-to-end content, monetization, and marketing stack, allowing marketers to track and evaluate their marketing expenditure in one place.
With third-party identifiers losing their power, making measurement and attribution more difficult, marketers need a clear picture of how their marketing channels are functioning now more than ever.
Appsumer’s platform provides marketers with no-code interfaces with over 100 marketing channels, and custom dashboards for clients to build and track goals and KPIs. It also empowers them with daily marketing data processing for more precise measurement and informed decision-making.
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Appsumer customers use the platform more than five times per week on average, making it a critical component of their performance marketing strategy. Furthermore, customers can use Appsumer’s workspace to measure performance, analyze results, and use that information to build more effective campaigns.
InMobi and Appsumer plan to collaborate to create an operating system that makes it easier to understand user acquisition channels by incorporating artificial intelligence (AI) into the platform to help marketers experiment and iterate more quickly to improve the results of their user acquisition strategies.