IAB Tech Lab’s Trusted Server Framework sparks debate… here are the arguments

Last week, the online advertising standards body IAB Tech Lab unveiled its Trusted Server Framework proposals. The scheme hopes to give “publishers complete control over ad monetization…” but not everyone agrees, and debate broke out.

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Both sides defend their corners vehemently, with participants in the debate (seemingly) asking, ‘Is this necessary when Prebid exists?’

For some, supporting Trusted Server Framework will emancipate publishers from Big Tech – think web browsers from Apple and Google. However, for others, it could turn out to be a wolf in sheep’s clothing – think infrastructure providers like Amazon.

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