On May 15 this year we launched Quantcast Choice, our free consent management solution designed to support publishers and advertisers become compliant with the EU’s General Data Protection Regulation (GDPR) which came into effect later that month. At launch, it was the first widely-available implementation of the IAB Europe’s Transparency and Consent Framework.
Since then, we’ve been delighted by the response from publishers and advertisers worldwide. In fact, Quantcast Choice has already powered more than one billion consumer consent signals in just over two months since the new regulations came into effect (this includes both accept and decline responses from consumers). According to our own analysis, more than 10,000 domains worldwide have so far deployed the solution. Together, they’re generating an incredible average consent rate among consumers of more than 90 percent.
We’ve also been very happy to see our industry partners recognise the growth of Quantcast Choice in a number of recent reports. For example, analysis by API-based ad serving platform Adzerk names Quantcast as the most widely implemented CMP among top US and UK sites.
This milestone has been more than a year in the making, and involved three core areas of work:
- Cross-industry collaborationQuantcast was one of the close central partners to the IAB Europe in its effort to develop its Transparency and Consent Framework, a set of principles and technological solutions that have enabled dozens of organisations to contribute to the effort of acquiring and communicating consumer consent under GDPR. This was only possible because of the wide spectrum of companies’ putting aside traditionally competitive relationships to work together.
- Hundreds of publisher and advertiser conversationsOver the past few months we’ve had countless conversations with our advertiser and publisher clients (GDPR impacts both groups equally). It’s the combination of the tireless and persistent work at the global team here at Quantcast along with the openness and forward-thinking of our clients that’s enabled us to achieve the scale we have today.
Quantcast has been a champion of publishers since we launched in 2006. Our first product, Measure, is a free tool for publishers that enables them to see in-depth audience insights, helping them better curate their content and command higher advertising revenue. Today, Measure sits on more than 100 million online destinations worldwide, helping publishers of all shapes and sizes generate revenue to help grow their business. Quantcast Choice is a natural extension of that and builds on our principle of privacy-by-design.
While the response we’ve seen so far has been very positive, we’re only scratching the surface. GDPR has created a ‘new normal’ for publishers and advertisers. We’re committed to enabling them to put the control into the hands of consumers to help them gain clear, unambiguous, opt-in consent from consumers so they can continue to deliver relevant content and messaging that enhances people’s online experiences.