Securing Customer Data with server-side tag management

ePrivacy directives, browser-based data protection, data privacy laws, and privacy shield framework needs a different type of data engineering. They require a change to the way user data is collected and stored. To protect user privacy and data security, marketers lose control over the owned data. Especially, with third-party cookies, data security is threatened. Magic Pixel’s Server-side Tag manager is designed to serve both data privacy and security.

A server-side tag manager can provide more control over the data that marketers collect. Your customer data need not be left at the mercy of third-party cookies. With server-side tagging, marketers can further determine the data privacy achieved and how consent management is delivered. This is a dire need for CIOs and CTOs to improve data security.

Data Privacy with Server-side tagging

Eliminates non-compliant practices for better security

The server-side approach eliminates the obstacles and failures that otherwise exist in the case of browser-side tags, cookie-based marketing, ad network problems, ad blockers, cascading tags, and so on.

Data privacy and security are achieved at two levels:

1. One is by figuring out how data collected is stored as first-party data.
2. And, how third-party vendors behave on your website and how you manage consent seeking.

These two aspects need to be managed across three different data privacy aspects that are addressed as a solution by the server-side tag manager of Magic Pixel.

ePrivacy or consent management

ePrivacy compliance is unclear across geographies and time. It has been very different from country to country. This makes its interpretation also unclear. This is where using user consent, via cookie consent banners, you can implement a solution using local storage and server-side tagging.

Browser tracking protection

ITP has come out with many variations. A full feature about tracking protection is here. These dynamic changes need to be addressed by marketers. server-side tagging can help in enforcing user privacy responding to different browser protection regulations of Apple, Firefox, Brave, and Chrome.

The website and the HTTP endpoint exist in the same site or first-party context. The use of HTTP has a significant impact on how browser tracking protections treat traffic.

Privacy laws

Compliance of GDPR, CCPA, PIPEDA, and other international privacy laws in relation to third parties like Google and Facebook can be achieved OOTB with tag managers like Magic Pixel. These include display remarketing and look-a-like audiences, collecting data from all websites that take part in their network.

Third-party vendors usually are using your data to identify individuals for their own segmentation purposes. And you as marketers should be able to provide a legal basis for that use through abilities to whitelist and blacklist vendors based on user preferences.

Data Privacy and Security with server-side tag manager

Customers engage with your online business by sharing information and private data. The onus is on you to ensure the safety and privacy of your customer data. This also puts you in a space where only authorized partners to access it.

When third-party tags are implemented directly on your site, they can access and interact with customer information visiting your site or app. Server-Side Tagging, lets you fire third-party tags from a secure server. This means tags you have full control over what info to share with providers. The tags placed into your server provide more visibility into what data the tags are collecting and where that information is being sent. This will help you manage user preferences. With Magic Pixel all this can be automated with a simple toggle of a button.

Summarizing Data Security with server-side tag manager

Marketers should expect from server-side tag managers:

• Data security and prevention by sending a customer to third-party vendors
• Full control on the behavior of third-party tags
• Reduce client-side traffic.
• Develop strong relationships with customers with first-party data
• Advances in aggregation, anonymization, on-device processing, and other privacy-preserving technologies
• Enrich data in your ecosystem with the ability to stitch marketing data with CRM data.

Originally published at https://magicpixel.io on March 23, 2021.