InMobi buys consent management company Quantcast
IANS
Synopsis
The acquisition comes on the heels of India enacting its first privacy legislation, the Digital Personal Data Protection (DPDP) Act. InMobi maintains a large presence in Bengaluru, and has operations in Delhi and Mumbai. This acquisition helps the company's mobile app and web publishers to navigate the privacy landscape.
By ETtech
Marketing technologies provider InMobi announced the acquisition of Quantcast Choice, a consent management platform designed to help publishers align with the global privacy regulations on Wednesday.
This acquisition helps the company's mobile app and web publishers to navigate the privacy landscape.
The DPDP Act requires data fiduciaries or companies to take consent from data principals or users if they have any personal data of users in their possession.
The Act provides for the data principal to give, manage, review, or withdraw her consent to the data fiduciary through a consent manager. The consent manager is accountable to the data principal and should act on her behalf.
Every consent manager should also be registered with the Data Protection Board and subject to technical, operational, financial, and other conditions.
"InMobi is a privacy first organisation. Hence, we are in the process of implementing all required measures to comply with the requirements of the DPDP Act," a company spokesperson told ET.
As privacy regulations like General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) evolved, consent management platforms have become critical for publishers to ensure compliance and maintain ad revenue, the company said in a separate statement.
The lack of a proven consent management platform often results in lost opportunities for publishers, as many of the demand partners require the use of a consent management platform that supports the latest privacy standards maintained by the Interactive Advertising Bureau (IAB).
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 and have higher fill rates.
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 statement said.
“This acquisition allows us to bring a consent management platform into the in-app ecosystem where the challenges remain enormous and unresolved," said Kunal Nagpal, chief business officer, InMobi Advertising.
Peter Day, chief technology officer of Quantcast, said the consent management platform will continue to be available as a free solution. InMobi plans to integrate the platform within its publisher software development kit, for easy consent management, and heightened privacy control.
InMobi's affiliated businesses include Glance, a subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo.
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This comes on the heels of India enacting its first privacy legislation, the Digital Personal Data Protection (DPDP) Act. InMobi maintains a large presence in Bengaluru, and has operations in Delhi and Mumbai.Elevate Your Tech Prowess with High-Value Skill Courses
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The DPDP Act requires data fiduciaries or companies to take consent from data principals or users if they have any personal data of users in their possession.
The Act provides for the data principal to give, manage, review, or withdraw her consent to the data fiduciary through a consent manager. The consent manager is accountable to the data principal and should act on her behalf.
Every consent manager should also be registered with the Data Protection Board and subject to technical, operational, financial, and other conditions.
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"InMobi is a privacy first organisation. Hence, we are in the process of implementing all required measures to comply with the requirements of the DPDP Act," a company spokesperson told ET.
As privacy regulations like General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) evolved, consent management platforms have become critical for publishers to ensure compliance and maintain ad revenue, the company said in a separate statement.
ADVERTISEMENT
The lack of a proven consent management platform often results in lost opportunities for publishers, as many of the demand partners require the use of a consent management platform that supports the latest privacy standards maintained by the Interactive Advertising Bureau (IAB).
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 and have higher fill rates.
ADVERTISEMENT
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 statement said.
“This acquisition allows us to bring a consent management platform into the in-app ecosystem where the challenges remain enormous and unresolved," said Kunal Nagpal, chief business officer, InMobi Advertising.
ADVERTISEMENT
About 40,000 mobile apps currently work with InMobi.Peter Day, chief technology officer of Quantcast, said the consent management platform will continue to be available as a free solution. InMobi plans to integrate the platform within its publisher software development kit, for easy consent management, and heightened privacy control.
InMobi's affiliated businesses include Glance, a subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo.
