InMobi Advertising has expanded its Consent Management Platform (InMobi CMP). The self-service solution is designed to help publishers align with global privacy regulations and is optimised for mobile and customised for apps built on the Unity platform.

The content monetisation and marketing platform provider now supports the Global Privacy Platform (GPP) and offers expanded customisation capabilities for apps made with Unity. InMobi CMP supports GPP for websites and all apps (Android, iOS and Unity), ensuring compliance with the Multi-State Privacy Agreement (MSPA) framework in the United States. The platform allows publishers to personalise their consent models for any app they create, including apps built on Unity.

In a recent survey conducted by InMobi Advertising, 87% of mobile phone users were found to believe mobile apps should protect their privacy, but only 42% believe apps actually do. The vendor said this highlights a significant gap between consumer expectations and perceived reality when it comes to data privacy in the mobile app space.

"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. 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," Abhay Singhal, CEO of InMobi Advertising, said.

Mia Chen, Chief Executive Officer at BrainWave Games, a user of InMobi CMP, also shared her perspective, "BrainWave Games is committed to prioritising user privacy while navigating the challenges posed by ever-changing regulations. It’s not just about compliance but also about building user trust. Our consent management process focuses on user experience, ensuring it is easy to understand and use while seamlessly integrating with our app design and context."