Microsoft Advertising · Status at source date: Newsletter archive
Server-side GTM gains control to block browser calls for Ads and Floodlight tags
Google is adding a server-side GTM control that blocks the browser calls made by Google Ads and Floodlight tags, flagged by Simo Ahava. The change relates to Google Ads' shift in how it responds to the consent state and to Google Signals when linked to a GA property.
What changed
Google emailed customers to say a new control, only for server-side GTM, will let Ads tags use available click IDs without linking the user's Google sign-in information to the data flow.
For measurement engineers running server-side setups, the control allows them to continue using click-ID-based measurement while severing the sign-in linkage that consent and Signals changes otherwise introduce.
Why it matters for advertisers
For you, this means server-side GTM users gain specific control over how Ads and Floodlight tags behave under the new consent and Signals handling. Worth reviewing your server-side configuration so the control is applied deliberately rather than leaving tag behaviour to defaults.
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Server-side GTM gains control to block browser calls for Ads and Floodlight tags
Google is adding a server-side GTM control that blocks the browser calls made by Google Ads and Floodlight tags, flagged by Simo Ahava. The change relates to Google Ads' shift in how it responds to the consent state and to Google Signals when linked to a GA property. Google emailed customers to say a new control, only for server-side GTM, will let Ads tags use available click IDs without linking the user's Google sign-in information to the data flow.
For measurement engineers running server-side setups, the control allows them to continue using click-ID-based measurement while severing the sign-in linkage that consent and Signals changes otherwise introduce.
For you, this means server-side GTM users gain specific control over how Ads and Floodlight tags behave under the new consent and Signals handling. Worth reviewing your server-side configuration so the control is applied deliberately rather than leaving tag behaviour to defaults.
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