Marketecture: Get Smart. Fast. Episode 118: Anthony Katsur on Navigating the Future of Ad Tech with Trusted Server
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Apr 11, 2025 Anthony Katsur, Head of the IAB Tech Lab, dives into the groundbreaking Trusted Server initiative aimed at revolutionizing ad tech. He explains how this initiative tackles browser privacy and signal loss while boosting attribution and transparency for publishers. The conversation highlights the shift from client-side to server-side technology, emphasizing the importance of consumer privacy amidst evolving marketing strategies. Katsur also delves into the intersection of advertising, trade dynamics, and innovative partnerships that are reshaping the industry.
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IP Addresses and Fraud
- Server-side operations help maintain access to IP addresses for anti-fraud measures.
- Browsers often try to obfuscate IP addresses for privacy, but this can hinder fraud prevention.
Server-Side Consent
- Implement server-side consent frameworks to adhere to privacy regulations.
- Trusted Server incorporates TCF and GPC for compliance.
Target Audience
- Initially, Trusted Server suits publishers with strong technical teams.
- Smaller publishers can partner with SSPs or networks like Raptive, Freestar, or Mediavine.