The Pub Way: A Podcast for Publishers Ep. 21: Building Trust in AdTech: Insights from IAB Tech Lab
May 14, 2025
Tony Katsur, CEO of IAB Tech Lab, shares his nearly three decades of expertise in digital advertising. He dives into the evolving ad tech landscape, emphasizing the need for innovation and open-source solutions. The discussion highlights challenges in measuring connected TV advertising, the significance of the Trusted Server initiative, and the balance between consumer privacy and effective advertising. Katsur also reflects on personal lessons learned in the industry and the importance of maintaining integrity and security in open-source projects.
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Power of Open Source in Ad Tech
- Open source in ad tech fosters collaboration and sets interoperable industry standards.
- It creates a rising tide, benefiting the entire ecosystem much like foundational internet technologies.
Trusted Server Addresses Signal Loss
- The Trusted Server initiative helps publishers counteract signal loss from browser restrictions by moving ad transactions server-side.
- It improves page speed, viewability, and reduces ad blocking, enhancing user, publisher, and advertiser experiences.
Ensuring Integrity in Server-Side Ads
- Moving ad delivery from browser to server raises concerns about transparency and potential fraud.
- Ensuring data integrity on the server side requires technical solutions, contracts, and laws beyond pure technology.