Server-side tracking: how to ensure ethical and legal data management?

L’essor du tracking server-side représente une évolution majeure dans le domaine de la publicité numérique. Cette technologie offre de nouvelles opportunités mais pose également des défis significatifs. Le tracking server-side gagne en popularité chez les annonceurs. Il offre une solution efficace contre les bloqueurs de publicités et les navigateurs restrictifs. En 2024, utiliser le server-side […]

The rise of server-side tracking represents a major evolution in the field of digital advertising. This technology offers new opportunities but also poses significant challenges.

Server-side tracking is gaining popularity among advertisers. It offers an effective solution against ad blockers and restrictive browsers. In 2024, using the server-side is becoming essential for serious marketing. This technique also improves the performance of sites and reduces the dependence on spontaneous user reactions.

From a privacy perspective, it allows advertisers to control what data is shared with their partners. By acting as intermediaries, they can filter the personal information transmitted, thus better respecting the consent of Internet users. However, this method can also lead to breaches of confidentiality. Without client-side tag triggering, it's hard to verify practices.

If an Internet user has not consented to sharing their data with Facebook, the advertiser can still activate server-side tracking, which remains invisible to the user. This type of practice can lead to sanctions from regulatory authorities such as the CNIL.

Server-side tag management is technically more complex to set up and maintain than client-side solutions built into tag management platforms. Another disadvantage is the difficulty in testing these configurations.

Without access to tools like the GTM server-side console, it is impossible to see if the tags are triggered correctly or with the right parameters. This process, which was once transparent in browser consoles, is becoming opaque.

With SeeNaptic and its server-side module, advertisers can monitor all tags, whether server-side or not. This system ensures respect for the consent of Internet users and is compatible with almost all solutions on the market, from GTM server-side

to customized solutions.

Server-side tracking offers undeniable advantages in terms of performance and privacy management. However, it requires greater vigilance to avoid abuses and to ensure that user consent is respected. It is critical that advertisers use this technology in a responsible and transparent manner.

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