InMobi announced on Wednesday that it has acquired Quantcast Choice, a consent management platform (CMP) designed to help publishers align with the rapidly changing global privacy regulations.
The financial terms of the deal were not disclosed.
According to InMobi, the acquisition confirms the company’s dedication to strengthening its privacy management platform for mobile app and web publishers, giving them the tools they need to successfully negotiate the complex and ever-changing privacy landscape.
“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,” said 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.”
CMPs have become essential for publishers to maintain compliance with privacy laws like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in Europe. Since many of the top demand partners demand the use of a CMP that respects the most recent privacy standards maintained by the Interactive Advertising Bureau (IAB), the absence of a tested CMP frequently results in missed opportunities for publishers.
Quantcast Choice, which supports more than 500 Google-certified, 800 IAB-approved vendors, and non-certified vendors, helps publishers increase monetization, higher fill rates, and sometimes up to a 35% boost in eCPMs in certain regions, says InMobi.
“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,” the company said.
“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.”
With the debut of the new publisher offering anticipated for early fall, the migration of Quantcast Choice customers to InMobi’s service will start in the upcoming months.
Last year, InMobi launched its independent mobile ad mediation platform, Meson.