UK January 7

Last April, one of the ad tech industry’s most ambitious undertakings announced it was taking an important attempt to mitigate a potentially cataclysmic moment when Google will phase out third-party cookies next year. It was a move that initially appeared to look like the next chapter in an improbable story of industry collaboration. But with many things in media, the reality has proved to be more complicated. This is the fifth story in a Digiday series that will look at the people and companies at the center of media’s defining storylines. Read more below.