Server-side tagging is to store your tags and media pixels in a server instead on the browser which is the client-side. The client-side tags provide more access to data to the third-party providers rather than the owner of data who is firing tags to track information.
GTM’s server-side tagging that was launched stores the tags in a server to provide a first-party context. This is possible with the use of HTML code instead of JavaScript. JavaScript codes load, they collect data and then send it somewhere else, typically to the third-party servers.
Browsers adhering to data privacy norms now understand the difference and discourage JavaScript tags from collecting data as preferred by a marketer. This has made server-side tagging not only a preferred method of collecting data, but an imperative.
How can you implement and publish server-side tags?
Using a tag management system that supports server-side tags, you can publish them in a few quick steps. Marketers are keen to use this especially to publish media pixels for advertisements and collect first-party data. They support secure HTTP response tags.
Transform marketing with a server-side enabled tag management system
A server-side tag manager is the minimum viable product for e-commerce websites and mobile apps that need to implement media pixels.
Marketers are fast adopting server-side tagging as they experience the following benefits.
- Improve First-party data collection
- Website performance and page load time
- Compliance with various Privacy regulations – CCPA, GDPR
- Eliminates Tag piggybacking
- Data Security