In time for GDPR last May, Quantcast launched one of the world’s first widely available free consent management platforms (CMPs) based on the IAB Europe’s Transparency and Consent Framework. ‘Quantcast Choice‘ is now the most widely-adopted CMP generating more than 10 billion consent signals across more than 26,000 websites.
Now, just over a year later, WNIP caught up with Ben Murphy, UK Managing Director of Quantcast to discuss this month’s launch of Choice Premium, Quantcast’s new consent management platform designed to take CMPs to another level.
Can you remind readers about your company’s background?
Quantcast owns and operates the open internet’s largest measurement and audience insights platform combining a privacy-by-design approach with live data drawn from more than 100 million online destinations and advanced machine learning. Founded in 2006, Quantcast is headquartered in San Francisco with employees in 20 offices across 10 countries.
What business problem is your company addressing?
The evolving online privacy landscape is increasingly complex and can be difficult to navigate for publishers. This risks publishers’ ability to continue delivering quality news and content and at the same time hampers the ability of brands to reach their target audiences with relevant advertising in order to grow.
With the launch of Quantcast Choice Premium, we are giving publishers and advertisers not only a way to address these challenges, but also one central place to easily manage consumer consent across multiple websites in compliance with GDPR and other EU regulations.
How is your core product addressing this problem?
Quantcast Choice Premium, introduces new features for publishers and advertisers managing consumer consent across multiple websites, enabling their businesses to run uninterrupted while adapting to the EU’s data protection laws, including GDPR.
The platform offers a simple solution for honoring consumer privacy while helping brands and publishers continue to offer great experiences for consumers, including personalizing content, delivering relevant advertising, and measuring and understanding their audiences.
Features and benefits include:
· Based on the Interactive Advertising Bureau Europe’s (IAB EU) Transparency and Consent Framework
· Up and running within 15 minutes with simple one-click deployment of consent tags across multiple websites
· Intuitive consent management portal, giving website owners one place to control all customisation options and features across multiple sites
· Ability for multiple users to collaborate effectively
· Continuously updated with the IAB Europe’s Global Vendor List of approved vendors
· A customisable user experience for website visitors with automatic translation into more than a dozen languages
· Out-of-the-box consent support for Google products, including Google Analytics, AdSense and Ad Manager
Can you give some examples of publishers successfully using your solutions?
The free Quantcast Choice has already been deployed across more than 26,000 websites. We’ve also been working with a number of publishers on Quantcast Choice Premium pre-launch, including for instance Euronews, the most popular news channel in Europe by viewership. Their European user base requires an innovative approach to audience and revenue growth while simultaneously respecting their visitors’ privacy rights. Quantcast Choice Premium addresses their GDPR consent needs with an enterprise solution that is as straightforward and intuitive for website operators as it is for website visitors.
Quantcast Choice Premium will be priced depending on an individual publisher’s needs, including number of domains and traffic volumes. The product is being sold on an annual contract and paid monthly.
How do you view the future?
The path that Quantcast has always followed is tailored to finding the right balance that serves consumers, publishers and advertisers in ways that meet their individual needs. This means meeting internet users expectations when it comes to data privacy, providing them with enough information in order to allow them to give informed consent, while enabling content producers to continue to deliver quality news and services.