Singapore – InMobi Advertising, a mobile advertising platform, has expanded its consent management platform (CMP) to help publishers comply with data privacy regulations.

The self-service InMobi CMP helps mobile publishers navigate the dynamic privacy regulations globally. It allows publishers to build trust while boosting ad revenue through privacy compliance.

InMobi CMP ensures data transparency and empowers users to manage their personal information preferences. Providing support for Global Privacy Platform in apps and websites, InMobi ensures compliance with various regulation frameworks. It includes privacy regulations like the General Data Protection Regulation in Europe, the California Consumer Privacy Act, and the Multi-State Privacy Agreement.

Additionally, it allows publishers to personalise the consent prompts for apps, improving user experience and consent rates. Through the update, businesses can strengthen their commitment to data privacy while enhancing user satisfaction.

The update follows InMobi Advertising’s recent survey, where 87% of mobile phone users demand for privacy in mobile apps but only 42% believe that their apps are secure. Meanwhile, 77% reported that their level of trust in an app affects their in-app purchasing decisions.

“Consumers are becoming increasingly aware of their data rights and InMobi Advertising has always been at the forefront of building solutions that help brands and publishers navigate the complex global privacy landscape,” Abhay Singhal, chief executive officer at InMobi Advertising, said.

“For publishers, implementing robust consent management practices, like the InMobi CMP, demonstrates transparency and commitment to user privacy, building trust and improving engagement. By prioritising user experience and boosting consent rates, publishers can unlock increased advertiser demand for consented traffic,” Singhal added.

Singapore – Yahoo has extended the availability of Yahoo Identity Solutions through its launch partners’ publisher tools, allowing access to more publishers. 

The identity solutions can be accessed through Yahoo’s launch partners Amazon Publisher Services, InMobi Advertising, Magnite, and PubMatic. The update helps publishers increase revenue by increasing their audience without using third-party cookies. 

Through adopting Yahoo Identity Solutions, publishers can easily monetise their ads for logged-in and non-logged-in audiences, allowing for optimal results. It also allows publishers to easily use Yahoo ConnectID on their platforms to help them in a cookieless environment.

Advertisers can also benefit from improved audience targeting by reaching more publishers who can ensure efficient and effective ad campaigns. 

The update builds on Yahoo’s momentum on the identity solutions suite. Recently, the company launched Yahoo Identity Solutions on connected TV to help advertisers target and measure performance.

Chandra Cirulnick, vice president of global supply partnerships at Yahoo, said, “As we continue to extend Yahoo Identity Solutions, we are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetise their audiences more effectively in an identity-constrained world.”

“This expansion demonstrates our commitment to future-proofing our clients’ businesses as they adapt to the evolving digital landscape through robust identity solutions that drive performance and respect user privacy,” Cirulnick added.

“We are excited to launch Yahoo ConnectID in APS Connections Marketplace, making it easier for our publisher customers to implement it on their inventory. With ConnectID, APS publishers can optimise their supply-side signals to better engage demand via Amazon’s Transparent Ad Marketplace monetisation path,” Scott Siegler, director of Amazon Publisher Services, said. 

“InMobi is thrilled to be the first platform focused on ad monetisation for mobile app developers to integrate with the Yahoo ConnectID, providing advertisers who leverage the Yahoo DSP a clearer path to addressable inventory in a privacy-first world. This partnership underscores our commitment to continuous adaptation of the InMobi Exchange to the evolving privacy landscape and to supporting publisher choice concerning the alternative identity solutions they support,” Todd Rose, senior vice president of global business development and partnerships at InMobi Advertising, commented.

Kristen Williams, senior vice president of strategic partnerships at Magnite, said, “In line with our efforts to provide publishers and buyers with high-quality options to activate addressable advertising across every format in the ever-evolving identity landscape, we are excited to be among the first to integrate with Yahoo Identity Solutions. The breadth of Yahoo’s deterministic data is a powerful asset that can enhance the value of premium content while delivering better results for advertisers.”

“We aim to simplify identity management for publishers using Identity Hub, which in turn helps buyers more effectively recognise and reach their desired target audiences. The Yahoo Identity Solutions provide privacy-safe, authenticated user data that will further empower our publisher clients to drive monetisation in cookie-less environments and connect seamlessly with buyers. Our publishers can now easily incorporate Yahoo ConnectID within their existing alternative identity strategy and leverage our testing and reporting capabilities to understand what will drive success for their business,” Howard Luks, vice president of audience at PubMatic, said.

Singapore – InMobi Advertising, a marketing and advertising platform, has collaborated with sustainability platform Scope3 to offer decarbonising media and advertising. The sustainable media offering is designed for mobile and in-app use.

Through Scope3, InMobi Advertising allows clients to access carbon emissions measurement data to reduce their emissions in the long run. Media owners, sellers, and buyers can set their reduction targets and strategies while optimising campaign performance.

According to Scope3 data, campaigns for green media-compliant products reduce emissions by 39% and increase click-through-rate by 10% on average.

Through the collaboration, InMobi Advertising highlights its dedication to high quality and direct traffic to publisher inventory while reducing carbon emissions. In 2023, it set targets aligned with Science-Based Targets Initiative. It is also a member of Ad Net Zero, highlighting its commitment to sustainability.

“This partnership with Scope3 and the launch of InMobi Advertising’s green media offering marks a significant milestone in the company’s sustainability journey. InMobi Advertising is translating its commitments into tangible actions that will positively impact the environment and the advertising industry; this is a critical step towards a unified standard of measurement for sustainability across ad tech,” Abhay Singhal, chief executive officer at InMobi Advertising, said.

“Inefficiency and waste in digital advertising aren’t just bad for marketers—they’re bad for the planet, too. The industry must shift to more sustainable media buying, but that change will only happen if marketers see the connection between sustainability and growth. InMobi Advertising’s new green media segments, powered by Scope3’s data, offers a solution that helps buyers continue to hit their media targets while cutting down on emissions of their campaigns. This work is another big step forward in making advertising more sustainable,” David Fischer, global head of adtech platforms at Scope3, said.