Once billed as the future of GroupM, mPlatform fades into the background

Figuring out the next dominant currency beyond the third-party cookie will likely be a topic that's at the center of the digital ad industry for some time. Pressure from browsers tightening anti-tracking features, as well as doubt cast by data protection regulators over how data can be used in real-time bidding transactions, only adds to the sense of urgency. Attempts to create cookie alternatives -- such has GroupM's MiD via mPlatform -- haven't quite worked out as initially planned, indicative of the scale of the challenge. Read more below.