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Taking Control of Your Data with Server-Side GTM: Durability Summit NYC 2023

frenchgoogle-analyticsserver-sidegdprprivacyintermediate
4.5/5The video provides comprehensive insights into server-side GTM implementation with excellent context about the evolution of internet tracking and privacy concerns. The speaker effectively explains complex technical concepts while connecting them to business value and privacy compliance requirements. While the content is high-quality, the production appears to be a conference recording rather than a studio production, which slightly impacts the overall rating.
Durability Summit NYC 2023 | Taking Control of Your Data with Server-Side GTM

In this insightful presentation from InfoTrust + Google's 2023 Durability Summit in NYC, Tyler Blatt, Manager of Emerging Solution Strategy at InfoTrust, delivers a compelling overview of server-side GTM and its crucial role in modern data management. The video explores the evolution of internet marketing from simple contextual advertising to complex behavioral targeting enabled by third-party cookies. As privacy concerns rise and third-party cookies face deprecation, Blatt emphasizes that this isn't the end of personalization but rather an opportunity to rebuild data infrastructures with privacy at their core. Blatt identifies several critical issues with traditional client-side tag management: lack of transparency about where data is sent, performance degradation from multiple tags, difficulty in data governance, and limited control over data ownership. He then presents server-side GTM as the solution, highlighting key benefits including: - Moving tracking to company-owned servers using first-party domains - Explicit data routing with complete logs of where data is sent - Ability to enrich and process data before sending it to platforms - Enhanced privacy as data flows are hidden from public view - Support for data streams from any source (web, mobile, in-store) - Direct streaming to data warehouses for true first-party data ownership - Reduced time to insights with real-time data capabilities A practical example demonstrates how server-side GTM helped a company navigate complex regulatory challenges in France, where Google Analytics usage was restricted. By owning the server infrastructure, they could clean identifiers and maintain analytics while remaining compliant. From our perspective at gdpr-server-tracking.eu, this presentation perfectly illustrates why server-side tracking is essential for privacy-compliant data collection. While the video presents the concept well, implementing server-side GTM requires careful consideration of where and how your servers are deployed. Our EU-based server-side GTM hosting provides all the benefits mentioned by Blatt, with additional advantages: - EU-based servers in Finland with an EU-based hosting company (Hetzner) - Bare metal hosting that eliminates third-party access risks common with cloud providers - Enhanced features for hashing and filtering sensitive data - Competitive pricing compared to cloud solutions - Full GDPR compliance with no data transfer risks By watching this video and deploying server-side GTM on our platform, you can gain control over your data while ensuring regulatory compliance across the increasingly complex privacy landscape.

Frequently Asked Questions

Common questions about "Durability Summit NYC 2023 | Taking Control of Your Data with Server-Side GTM"

Server-side GTM moves data collection from the user's browser (client-side) to a company-owned server, giving you more control over your data. This approach reduces the number of tags loading on your website, improves performance, and provides greater privacy by making data flows invisible to the public.

The main benefits include: explicit data routing with complete logs, ability to enrich data before sending it to platforms, enhanced privacy protection, support for data streams from any source (web, mobile, in-store), direct streaming to data warehouses, and reduced time to insights with real-time capabilities.

Server-side GTM helps with GDPR compliance by giving you complete control over where your data is processed and stored, allowing you to clean identifiers before sending data to third parties, and providing explicit logs of where data is sent. This makes it easier to respond to data subject requests and demonstrate compliance with data protection regulations.

For optimal GDPR compliance, you should host your server-side GTM infrastructure on EU-based servers with an EU-based hosting provider like Hetzner in Finland. Using bare metal servers rather than cloud providers adds an extra layer of compliance by eliminating third-party access risks that are common with major cloud platforms.

Yes, server-side GTM helps address the deprecation of third-party cookies by enabling you to build a first-party data infrastructure. It allows you to collect and process data on your own servers using first-party domains, giving you more control over your measurement strategy as the advertising landscape evolves.

Server-side GTM improves website performance by reducing the number of JavaScript tags loading directly on your website. Instead of each marketing or analytics platform requiring its own tag on the client side, data is sent to your server in a single request and then distributed to various platforms from there, resulting in faster page load times.

In the video, Tyler shares how server-side GTM helped a company continue using Google Analytics in France despite regulatory restrictions. By owning the server infrastructure, they could clean identifiers before sending data to Google Analytics and store the data in a French data center, maintaining analytics capabilities while remaining compliant with local regulations.

EU-based server-side GTM hosting on bare metal servers provides stronger GDPR compliance by keeping data within the EU and eliminating third-party access risks associated with major cloud providers. Services like gdpr-server-tracking.eu offer enhanced privacy features for hashing and filtering sensitive data, along with competitive pricing compared to cloud solutions.