As the adtech industry gathered in NYC for Advertising Week, Apple’s new Safari restrictions created an unexpected headache. But the IAB Tech Lab thinks it has a potential solution.
CEO Anthony Katsur is pointing the industry to the Tech Lab’s Trusted Server technology, an open-source framework introduced in March 2025 that moves ad/adtech functions traditionally handled by browsers onto servers controlled by publishers.
Essentially, instead of relying on third-party JavaScript running in browsers to request ads, manage identity signals and communicate with adtech partners, publishers can handle more of those functions server-side.
Why This Matters:
Apple’s restrictions reinforce just how dependent the adtech industry remains on browser companies.
Trusted Server is set up to reduce that dependence (hopefully), giving publishers more control over their first-party data, ad requests and technology partners. It also integrates with existing systems like Prebid, allowing publishers to run auctions while potentially preserving ad revenue in environments where browser tracking is restricted.
There are other potential benefits, too. Moving ad functions server-side could reduce the amount of JavaScript running on websites, improving page load times and the overall user experience.
Importantly, Trusted Server isn’t necessarily a workaround for all of Apple’s restrictions. But it could help publishers preserve certain capabilities without relying as heavily on browser-based tech.
And according to Katsur, Trusted Server is now production-ready. (Good timing!)
Experts React:
The IAB Tech Lab CEO has been vocal on X about Apple’s restrictions. “We’ve predicted this at the Tech Lab for the last three years,” says Katsur, while promoting Trusted Server.
Here are his posts on the issue:
Our Take:
It’s interesting how much of the adtech industry wants to move on from old battles over identity and tracking, for example here, to focus on newer (and cooler) opportunities like AI and agentic advertising. But those old battles never really get resolved, do they? They just keep coming back!
P.S. When will someone do something about Apple’s monopolistic behavior? (If that’s even possible.)
