IAB Tech Lab, announced today the launch of Trusted Server. This new open-source server-side ad management framework gives publishers complete control over ad monetization in an era of increasing browser restrictions and signal loss. Built as an open-source industry solution, Trusted Server shifts critical advertising functions away from the browser and into publisher-operated infrastructure—preserving first-party signal, enhancing privacy compliance, and mitigating publisher data leakage to support a more resilient approach to programmatic advertising.
A Smarter Way to Serve and Monetize Ads
Trusted Server enables publishers to manage ad requests, auction execution, and creative delivery entirely in their own server-side framework—removing reliance on third-party tools that browsers continue to restrict. Key features include:
- Server-Side Ad Requests: Eliminates client-side dependencies and mitigates ad-blocking threats.
- Prebid Server Integration: Executes programmatic auctions with existing SSP partners within a controlled publisher environment.
- Edge Cloud Processing: Securely captures and processes data signals while improving page performance.
- Server-Side Ad Stitching: Ensures a simple, first-party content experience while maintaining monetization opportunities.
- Faster Web Pages: Server-side processing reduces page bloat and network calls from the browser, resulting in faster page loads. A quicker site improves user experience and viewability metrics, making it a win-win for publishers and their audiences.
The Trusted Server roadmap outlines robust support for third-party plugins. This plug-and-play approach facilitates seamless integration with fraud prevention, brand safety, identity solutions, and measurement partners without disrupting existing operations.
The Tech Lab invites publishers, ad tech providers, and the broader industry to participate in the open-source Trusted Server initiative.
Sonia Carreno, President of IAB Canada, praised the initiative,“This is a game-changer for publishers navigating a rapidly evolving privacy landscape. Trusted Server puts the power back in their hands, allowing them to manage their data and inventory on their terms while maintaining compliance and sustainability. We support this critical step toward a more resilient and balanced digital ecosystem.”
A working prototype will be showcased at Signal Shift: Privacy & Addressability in New York today and during Q2 2025, IAB Tech Lab will launch a Trusted Server Task Force, accept industry contributions to the open-source repository for the functionality that should be included in the MVP release, and invite publishers to test the Trusted Server implementation.
We look forward to discussing this development with the IAB Canada Ad Tech and Execution Centre of Excellence and encourage all members to lean in and participate in providing feedback to this project. IAB Canada Tech Lab members are able to sign up to test Trusted Server or to be part of the Trusted Server Task Force. For access to IAB Tech Lab membership, please reach out to [email protected]