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Advertising Platforms & Infrastructure
4 min read
Server-side tracking collects and sends advertising data through your own server rather than directly from the user’s browser. As browsers restrict cookies and scripts, it has become a more durable, controllable way to measure conversions — with more responsibility resting on the advertiser.
Data hits your server. Events are sent to a server you control first.
You process it. The server cleans, enriches and formats the data.
It forwards to platforms. Cleaned events go on to ad platforms.
You keep the record. You hold the source data, not just the platform.
Cookie resilience. It survives browser restrictions better.
Data control. You decide what is shared and when.
Accuracy. It can recover conversions client-side tracking misses.
Performance. It offloads work from the user’s browser.
Durable measurement. It holds up as client-side tracking erodes.
Cleaner signal. Better data feeds better optimisation.
Ownership. The advertiser controls its own first-party data.
Setup complexity. It takes engineering to build and maintain.
Consent still applies. Server-side does not bypass privacy law.
Responsibility. You own data handling and its risks.
Cost. Infrastructure and upkeep are not free.
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