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“Trust” is one of those words that gets thrown around a lot in ad tech circles. But it’s going to become even more important if ad tech completes its server-side shift.
In response to Apple’s identity resolution crackdown, the online ad industry has rallied around server-side ways to sidestep browser-based controls. IAB Tech Lab’s Trusted Server is the biggest example of this. Not only does the open-source software promise publishers faster page-load speeds, it enables publishers to better control their ad tech stacks and minimize their exposure to browser-based blockades.
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