IAB Tech Lab has announced the launch of Trusted Server, a new open-source server-side ad management framework. Trusted Server moves ad functions away from browsers to privacy-enhanced publisher-operated infrastructure so publishers can manage ad requests, auction execution and creative delivery.

The creation of the framework came about from the need for better publisher controls, most importantly privacy-first control over their monetization and security over user data and what happens on their website.

Sonia Carreno, president of IAB Canada, calls the launch of Trusted Server “a landmark moment” for the future of digital advertising and a major win for publishers across the open web.

“For too long, publishers have had to navigate a rapidly shifting landscape of browser restrictions, signal loss and rising ad-blocking – all while trying to preserve sustainable monetization,” she says. “Trusted Server changes the game by giving control back to publishers. It offers a secure, privacy-forward framework that puts core advertising functions in the hands of those who own the content and the audience relationship. By moving critical ad processes to the server side – within a trusted, open-source infrastructure – publishers can now protect their data, improve performance, and reassert their role in a healthier, more resilient digital ecosystem.”

Features of the framework include elimination of the reliance on third-party tools, the ability to execute programmatic auctions with existing SSP partners in the publisher environment and faster page loads for improved user experience and viewability. The Trusted Server roadmap outlines support for third-party plugins and facilitates seamless integration with fraud prevention, brand safety, identity solutions and measurement partners without disruption.

A working prototype of Trusted Server was introduced this week at Signal Shift: Privacy & Addressability in New York. During the second quarter of the year, IAB Tech Lab will launch a Trusted Server Task Force, accept industry contributions to the open-source repository for the functionality and invite publishers to test the Trusted Server.