InMobi Acquires US-Based Quantcast Choice To Enhance Consent Management For Publishers

Indian adtech unicorn InMobi has acquired San Francisco-based adtech company Quantcast Choice – a consent management platform (CMP) that helps publishers align with the rapidly evolving global privacy regulations. The companies did not disclose the deal value.

This move is aimed at enhancing InMobi’s privacy management platform for mobile app and web publishers.

The plan is to integrate Quantcast Choice’s CMP) within InMobi’s publisher Software Development Kit (SDK) offering. This integration is designed to provide publishers with easier consent management,  improved data governance, and heightened privacy control. Such capabilities will empower publishers to navigate the complex global privacy landscape more effectively.

Founded in 2006, the global adtech company Quantcast Choice has supported over 500 Google-certified, 800 Interactive Advertising Bureau-approved (IAB) vendors, and non-certified vendors specific to publishers’ needs. 

InMobi said that this inclusive approach helps publishers increase monetisation, higher fill rates, and sometimes, up to a 35% boost in eCPMs in certain regions. 

“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,” said Kunal Nagpal, chief business officer at InMobi Advertising.  

With privacy regulations like General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) evolving, CMPs have become critical for publishers to ensure compliance and maintain ad revenue. As per InMobi, the absence of a proven CMP often leads to missed opportunities, as major global demand partners require the use of a CMP compliant with the latest privacy standards maintained by IAB.

Quantcast Choice often considered a “gold standard” for web publishers, will now be extended to the 40,000 mobile apps currently collaborating with InMobi.

As part of the deal, InMobi will uphold the free availability of the platform for existing customers while also trying to extend the same to both existing and new customers.

The transition of Quantcast Choice customers to InMobi’s offering is expected to begin in the coming months.

“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,” said Peter Day, CTO at Quantcast.

Founded in 2007 by Naveen Tewari, Piyush Shah, and Abhay Singhal, InMobi has grown to become a leading marketing and monetisation technology provider in India and worldwide. Headquartered in Singapore, the company maintains a significant presence in Bengaluru and San Francisco. It also has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, London, Dubai, and several other locations.

InMobi’s unconsolidated subsidiary Glance is a lock screen-based content discovery platform. Its video platform Roposo, which was acquired by Glance in 2019, helps InMobi create new content and commerce experiences.

As per a report earlier this year, InMobi-owned Glance was eyeing expansion in the US and Latin America in 2023.

Meanwhile, InMobi also laid off around 50-70 employees or about 3% of its workforce this year.