IAB Tech Lab has launched Trusted Server, an open-source, server-side ad management framework designed to give publishers full control over ad monetization. As browsers tighten restrictions on third-party cookies and tracking, Trusted Server shifts ad processes from browsers to publisher-controlled infrastructure, ensuring:

First-party data control
Stronger privacy compliance
Reduced ad revenue loss
Faster web performance 

"The industry has been playing defense for too long. Trusted Server puts control back in publishers' hands." – Anthony Katsur, CEO, IAB Tech Lab

Why Trusted Server Matters

Browsers like Chrome, Safari, and W3C proposals are stripping away ad signals, threatening publisher revenue and visibility. Trusted Server addresses these challenges by:

Shifting ad auctions and requests server-side, reducing reliance on browser tracking.
Eliminating third-party JavaScript clutter, improving site speed and user experience.
Enhancing privacy compliance while keeping monetization intact.

"Publishers risk losing their ability to optimize ad revenue. The industry can’t stand by and let it happen." – Anthony Katsur

How Trusted Server Works

Trusted Server enables publishers to execute ad auctions, deliver creative assets, and manage data signals independently. Key features include:

Server-Side Ad Requests – Reduces ad-blocking risks.
Prebid Server Integration – Runs auctions with SSP partners in a controlled environment.
Edge Cloud Processing – Faster, secure data processing with minimal latency.
Server-Side Ad Stitching – Monetizes content without intrusive client-side tracking.
Faster Web Performance – Less page bloat, fewer network calls, and improved ad viewability.

"We partnered with IAB Tech Lab on Trusted Server because it gives publishers more control while prioritizing privacy." – Curt Larson, CPO, Equativ

What’s Next?

March 20, 2025 – Prototype demo at Signal Shift: Privacy & Addressability in New York
Q2 2025 – Launch of Trusted Server Task Force, inviting publishers to contribute and test the framework.
Webinars & Technical Support – IAB Tech Lab will host hands-on sessions to assist publishers in integrating Trusted Server.

The future of digital advertising starts now. Will publishers take back control?

Join the Trusted Server initiative and shape the next era of programmatic advertising.