First-party tags in seconds: Cloudflare integrates Google tag gateway for advertisers

Google has launched a direct integration of its Google Tag Gateway for Advertisers, which allows website owners to serve their Google tags from their own first-party infrastructure without the need for a separate server. This integration is made possible through Cloudflare's security and performance infrastructure, enabling seamless deployment with minimal effort required from web developers. The setup requires only a few clicks, and it offers improved performance and measurement accuracy, with early testers seeing an 11% uplift in data signals. The feature is now available for free on any Cloudflare plan, making it accessible to all customers.

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