Marketecture: Get Smart. Fast. Episode 118: Anthony Katsur on Navigating the Future of Ad Tech with Trusted Server
13 snips
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.
AI Snips
Chapters
Transcript
Episode notes
Trusted Server's Purpose
- Trusted Server helps publishers maintain control over ad revenue and user data.
- It addresses browser privacy changes, signal loss, and ad blocking.
Simplified Trusted Server
- Trusted Server shifts JavaScript calls from the client-side (browser) to the server-side.
- This reduces the number of calls from the webpage, optimizing performance.
Browser Overreach
- Browsers aim to control attribution for privacy reasons, impacting how campaigns are measured.
- Anthony Katsur believes this oversteps their role; attribution should be between publishers and buyers.