Quantcast Choice, a consent management platform (CMP), has been acquired by InMobi, a provider of content monetization and marketing technology.

The firm claims that the acquisition strengthens InMobi's dedication to its privacy management platform for mobile app and online publishers, giving them the tools they need to successfully negotiate the complex and changing privacy landscape.

CMPs have become essential for publishers to maintain compliance with privacy laws like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in Europe.

Since many demand partners demand the usage of a CMP that respects the most recent privacy standards maintained by the Interactive Advertising Bureau (IAB), the absence of a tested CMP frequently results in missed opportunities for publishers.

Talking about the acquisition, Kunal Nagpal, chief business officer, InMobi Advertising, said, “InMobi has always been at the forefront of building solutions that help brands and publishers alike navigate the 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 deal, InMobi will maintain the platform's free accessibility for current users and will continue to be dedicated to keeping this commitment to both current and potential new users.

“Quantcast Choice was born of our commitment to protecting consumer privacy and we’re proud of helping businesses meet the needs of an evolving regulatory landscape. We remain committed to our customers and have formed a close partnership with InMobi to ensure a seamless transition,” Peter Day, chief technology officer, Quantcast, added.

InMobi intends to incorporate the CMP into its comprehensive publisher SDK offering, providing improved data governance, simple consent management, and increased privacy control, assuring full compliance with international privacy legislation and building audiences' trust.

With the debut of the new publisher offering anticipated for early fall, the migration of Quantcast Choice customers to InMobi's service will start in the upcoming months.