InMobi, a provider of content monetisation and marketing technologies, has acquired Quantcast Choice, a consent management platform (CMP) designed to help publishers align with global privacy regulations.
This strategic acquisition will improve InMobi's privacy management platform for mobile app and web publishers.
Quantcast Choice supports more than 500 Google-Certified, 800 IAB-approved vendors, and non-certified vendors specific to publishers’ needs. This approach helps publishers increase monetisation, higher fill rates, and sometimes up to a 35% 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.
Kunal Nagpal, chief business officer at InMobi Advertising, said this acquisition allows InMobi to bring a 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," Nagpal said.
Peter Day, CTO at Quantcast, said Quantcast Choice was born of the commitment to protecting consumer privacy and Quantcast is proud to have helped 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," Day said.
InMobi plans to 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.
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