InMobi has announced the acquisition of Quantcast Choice, a consent management platform (CMP) designed to help publishers seamlessly align with the rapidly changing global privacy regulations.
As privacy regulations like General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) evolved, CMPs have become critical for publishers to ensure compliance and maintain ad revenue. The lack of a proven CMP often results in lost opportunities for publishers, as many of the leading demand partners require the use of a CMP that supports the latest privacy standards maintained by the Interactive Advertising Bureau (IAB).
The Bill defines some common terms repeatedly used in it. For instance, Data Fiduciary, which means any person who alone or in conjunction with another person(s) determines the purpose and means of the processing of personal data; Data Principal, which means the individual to whom the personal data relates and where such individual is — (i) a child, including the parents or lawful guardian of such a child; (ii) a person with a disability, including his/her lawful guardian, acting on his/her behalf. There is also the Data Processor, which is any person who processes personal data on behalf of a Data Fiduciary.
Quantcast Choice supports more than 500 Google-Certified, 800 IAB-approved vendors, and non-certified vendors specific to publishers’ needs. This inclusive approach helps publishers increase monetization, higher fill rates, and sometimes up to a 35 percent boost in eCPMs in certain regions. As part of the acquisition, InMobi will uphold the platform’s free availability for existing customers and remains committed to extending this promise to both existing and new customers.
“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,” says Kunal Nagpal, Chief Business Officer, InMobi Advertising. “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.”
“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,” says Peter Day, Chief Technology Officer, Quantcast. “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 partnership with InMobi to ensure a seamless transition.”
The addition of a reliable, scalable, and versatile CMP aligns with InMobi’s commitment to delivering comprehensive publisher monetization solutions. InMobi plans to seamlessly integrate the CMP within its extensive publisher SDK offering, delivering improved data governance, easy consent management, and heightened privacy control, thereby ensuring full compliance with global privacy regulations and fostering trust with their audiences.
The transition of Quantcast Choice customers to InMobi’s offering is set to begin in the coming months, with the launch of the new publisher offering expected in the early fall.