InMobi, a trailblazer in content monetization and marketing technologies, has unveiled its strategic acquisition of Quantcast Choice. This move underscores InMobi’s unwavering dedication to fortifying its privacy management platform tailored for both mobile app and web publishers. This acquisition is set to empower these publishers to adeptly traverse the ever-evolving privacy terrain.
The Rising Importance of Consent Management Platforms
With the emergence of stringent privacy regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA), the significance of Consent Management Platforms (CMPs) has skyrocketed. These platforms are pivotal for publishers to ensure they’re in line with compliance standards and to safeguard their ad revenue streams. A robust CMP is indispensable, especially since leading demand partners mandate CMPs that align with the latest privacy benchmarks set by the Interactive Advertising Bureau (IAB).
Quantcast Choice: A Game-Changer in Publisher Monetization
Quantcast Choice stands out, supporting over 500 Google-Certified vendors, 800 IAB-approved vendors, and other non-certified vendors tailored to specific publisher requirements. This comprehensive approach has been instrumental in amplifying publishers’ monetization efforts, achieving higher fill rates, and even witnessing a surge of up to 35% in eCPMs in select regions. InMobi has pledged to maintain the platform’s free access for its existing clientele and is resolute in extending this commitment to all its customers.
Kunal Nagpal, Chief Business Officer at InMobi Advertising, remarked, “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, CTO of Quantcast, added, “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 partnership with InMobi to ensure a seamless transition.”
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What’s Next for InMobi and Quantcast Choice?
InMobi’s acquisition is in perfect harmony with its mission to provide exhaustive publisher monetization solutions. The company envisions a seamless integration of the CMP into its expansive publisher SDK suite. This integration aims to enhance data governance, streamline consent management, and amplify privacy controls, thereby ensuring absolute adherence to global privacy norms and cultivating trust among their audience.
The transition phase for Quantcast Choice clients to InMobi’s platform is slated to commence in the upcoming months. Stakeholders can anticipate the debut of the revamped publisher suite by early fall.
