[modarts]

> Many of the benefits and concerns are tackled in their respective chapters. Even so, I want to emphasize that Server-side tagging has the potential to overturn the current dynamic of data collection and governance for an organization. You own and have full control over the server-side environment. You have access to tools and methods to thoroughly vet and validate the traffic between network sources and your advertising and analytics endpoints.

Not quite sure what's so revolutionary about this -- isn't this what Segment and other similar products have been offering for the better part of a decade?

[jon_wu]

Not exactly. Although Segment has some backend integrations, most tags still need to be on the client side. Each tag typically tracks its own cookies and uses third-party cookies to learn more about each user. However, as those cookies are starting to go away and privacy is starting to increase, we may see a big shift.

I'm hopeful something like this will take off. I'm tired of adding so many slow third-party tags.