A TAG is activated by a trigger (signal) to receive data from a variable. Then a container (a “cookie”) is a vehicle that does the work of activating in response to the interaction of the user on a site or app and sends the signal (some data) to the person who requires it. The container has the role of orchestrating signals that are relevant in the measurement or to activate digital marketing processes.

In marketing, we have been used to arranging containers in three parts (Facebook or Google, for example) for those in charge of administering certain tasks. In return, we give access to information about the users if they view a page or another value action for the business. When working with these third-party containers, they (Facebook and Google) are the real owners of the information on user interaction. In other words, we invite the third party to intercede in our relationships with our clients to listen and process the data from their interactions.

How do we define server-side tagging?

We refer to the container of tags as gathering data in the server instead of loading the user’s navigator with these functions. The control of the management and configuration of data that remains in the server which is the property of the business owner of the website or mobile application.

How does it work in response to the experience?

Typically the person in charge of the tag container in the user’s navigator (browser). It generates much more code and the functions in the user’s navigator and can create vulnerabilities for the user in terms of personal information security.

Previously, “third-party cookies” were saved (code made by a third party) in the user’s navigator. The business’ site can inclusively set information from other businesses (third parties). For example, the user visits the site of El Financiero (first party) and the El Financiero sets data that is sent by Facebook (third party). In this scene, the user has little or no knowledge or control over who is setting which codes and which data is sent. As the code remains in the user’s navigator, it can continue to “spy” on the user during their use of the internet.

How does it work now?

Now these third party codes are being removed from the users’ browsers and can only capture the user’s information from the part of the server which the user is visiting. The server that the user visits can capture information about the user by asking for their consent in advance. They are known as “first-party” as they are direct relationships between the user and business whose information (web or mobile app) is being consulted.

Why has this change been made?

Digital consumers are asking for more control of their data and more support from their governments to secure and protect privacy. The European Community with GDPR and the State of California in the USA with CCPA defined the standard where the digital consumer (“the data subject”) brings consent to save and use data from the interactions with the advertisements and websites.

These standards compel the digital advertising platforms like Facebook and Google, the data gathering intermediaries like Google Analytics and Facebook Pixel and browsers like Chrome and Safari that put these standards online and avoid fines. As a result, these technology companies apply these regulations universally and in this way, they convert into new global standards.

In September 2021, Apple limited most user tracking and allocation of marketing campaigns in Safari with “Intelligent Tracking Prevention” (ITP) 2.3 to restrict user tracking between websites. In April 2020, the version ITP 2.2 has now cut the use of cookies to save user information. In the USA, Apple browsers and operating systems represent more than 40% of the market and globally more than 20%.

Therefore there is a convergence of regulations and changes with some important technology providers that compels the reformulation of control of the user over their data and of the business’ responsibilities in how they capture and use that data.

Who has to apply this new form of data processing?

All technology businesses that bring solutions that interact with the users’ browsers need to actualize their technology for this change. This includes the technology businesses in the market.

Given these changes, the businesses that advertise on the internet and that benefit from the tracking of users to make a contribution to the campaigns for their businesses need to ensure that they will be conscious of the changes to the paid advertising platforms and which changes will impact the interpretation of their results. Consequently, the media like digital newspapers need to understand that the behavior of the advertisers will change and they need to take measures to avoid losing the source of income for paid advertising.

Finally, the businesses that have sites and digital apps need to actualize the technical tools to ensure that they are within the new norms to continue to currently manage the exchange of data with their clients. By not making changes, fines can be generated by the customers residing in places where regulations demand a proper use of customer’s consent or there is a risk of having to pay fines.

And lastly, the website and mobile apps users need to pay attention to the warnings and requests for data use and give or retain their permission to continue in this case.

What are the benefits for the user?

Users have better control of their computers now that there is much less probability of the loss or theft of personal data or that is to say, better security for the user. Above all, the user maintains control of consent for the use of their data.

What are the benefits of this tool?

The collection from the browser facilitates the direct relationship between the client and the business. It maintains transparency and consent as principles to increase the security and the control of the use of data.

What does the elimination of cookies refer to?

The elimination refers to the “third-party cookies” that will no longer be allowed on a website or mobile app (i.e. a browser executing code of or for a third party)