InMobi Enhances Publisher Privacy with Acquisition of Quantcast Choice
- ByStartupStory | August 16, 2023
InMobi, a prominent adtech and digital marketing company, has made an acquisition by bringing Quantcast Choice, a digital privacy platform, under its umbrella. Quantcast Choice, designed as a consent management platform (CMP), aids mobile app and game publishers in adhering to the ever-evolving global privacy regulations. The specific financial details of the acquisition remain undisclosed.
This strategic move highlights InMobi’s commitment to strengthening its privacy management platform for both mobile app and web publishers, allowing them to navigate the intricate privacy landscape seamlessly.
With the continuous evolution of privacy regulations such as GDPR in Europe and CCPA in California, platforms like Quantcast Choice have become vital for publishers to ensure compliance while safeguarding their advertising revenue. The absence of a dependable CMP often results in missed opportunities for publishers, as many leading demand partners mandate the use of a CMP that supports the latest privacy standards set by the Interactive Advertising Bureau (IAB).
“InMobi has always been at the forefront of building solutions that assist brands and publishers in navigating 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 at InMobi Advertising, in a statement. “Quantcast Choice is a gold standard for thousands of web publishers, and we are excited to extend its benefits to the 40,000 mobile apps that currently work with InMobi.”
Quantcast Choice supports over 500 Google-Certified and 800 IAB-approved vendors, in addition to non-certified vendors tailored to publishers’ specific requirements. This inclusive approach aids publishers in boosting monetization, achieving higher fill rates, and, in certain regions, experiencing up to a 35% increase in eCPMs (effective cost per mille). As part of the acquisition, InMobi will retain the platform’s free availability for existing customers and extend this offering to new customers as well.
“Quantcast Choice was born out of our commitment to protecting consumer privacy, and we are proud to have helped numerous businesses meet the demands of an evolving regulatory landscape,” said Peter Day, CTO of Quantcast, in a statement. “InMobi understands the needs of publishers, and we are delighted that this market-leading CMP will continue to be available as a free solution. We remain committed to our customers and have established a close partnership with InMobi to ensure a seamless transition.”
InMobi’s integration of this reliable, scalable, and versatile CMP aligns with their commitment to delivering comprehensive solutions for publisher monetization. The company intends to seamlessly integrate the CMP within its extensive publisher SDK offering, ensuring enhanced data governance, simplified consent management, and heightened privacy control. This integration will ensure full compliance with global privacy regulations and strengthen audience trust.
The transition of Quantcast Choice customers to InMobi’s platform is set to commence in the upcoming months, with the launch of the new publisher offering anticipated in early fall. It’s notable that InMobi will not acquire any additional employees as a result of this acquisition. With headquarters in San Francisco and Bangalore, InMobi presently employs around 1,400 individuals.
InMobi’s move stems from the absence of a robust global solution for app developers to address the complexities of consent aligned with diverse regulatory requirements. This acquisition enables InMobi to bridge this gap and alleviate a significant pain point experienced by companies of all sizes.
Through this acquisition, InMobi aims to maintain its stance as a privacy-first leader in the mobile app environment. The integration of Quantcast’s CMP into InMobi’s suite of tools empowers publishers to streamline their regulatory obligations effectively. By extending this solution, InMobi seeks to support publishers and app developers across various countries, including the U.S., Brazil, the EU, and India, adapting to distinct consent-based regulations as required by local laws.
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