InMobi, a content monetization and marketing technologies provider, has announced the acquisition of Quantcast Choice, a consent management platform (CMP). According to the company, the acquisition reinforces InMobi's commitment to its core privacy management platform for mobile app and web publishers, empowering them to navigate the dynamic and intricate privacy landscape.
As privacy regulations evolve, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA), CMPs have become critical for publishers to ensure compliance and maintain ad revenue. The lack of a proven CMP often leads to lost opportunities for publishers, as many demand partners require CMPs that support the latest privacy standards maintained by the Interactive Advertising Bureau (IAB).
Talking about the acquisition, Kunal Nagpal, Chief Commercial Officer, InMobi Advertising said: “InMobi has always been at the forefront of creating solutions that help brands and publishers navigate a complex global privacy landscape. This acquisition allows us to bring the power of CMP into the in-app ecosystem, where the challenges remain enormous and unresolved."
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 new and existing customers.
“Quantcast Choice is born out of our commitment to protecting consumer privacy and we are proud to help businesses meet the needs of an evolving regulatory landscape. Quantcast Chief Technology Officer Peter Day added.
InMobi plans to integrate CMP into its extensive publisher SDK offering, providing improved data control, easy consent management, and heightened privacy control, thereby ensuring full compliance with global privacy regulations and fostering trust in their audiences.
The transition of Quantcast Choice customers to InMobi’s offering is set to begin in the coming months, with the launch of the new publisher offering expected in the early fall.
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