“Can ad tech’s server-side shift save it from Apple and Google?”

Key points

• Apple's Safari blocks identity-resolution domains linked to providers.
• Industry promotes server-side ad calls via Trusted Server technology.
• Google antitrust ruling opens Prebid to bid into Google’s ad exchange.
• Experts question if server-side is a long-term solution to platform controls.
• Digiday Podcast hosts discuss whether Trusted Server can outrun Apple.