Fastly enables first-party tagging for Google Advertisers
Blog post from Fastly
Technological advancements in digital advertising are prioritizing privacy, leading to challenges in ad click and conversion attribution. To address these challenges, Fastly, in collaboration with Google, has introduced the Fastly Ad Tag Gateway, which supports the Google tag gateway for advertisers. This solution allows advertisers to serve tags from their own domains, enhancing measurement visibility and potentially increasing observed signals by 14% for those using the Google tag gateway. The gateway enables advertisers to route Google tag traffic through their domains using Fastly's edge platform, creating a first-party context that improves signal resilience and measurement durability while maintaining privacy. The collaboration builds on Fastly's history with Google in enhancing performance, security, and privacy technologies, aiming to restore visibility, strengthen compliance, and sustain digital advertising performance. This initiative highlights the importance of privacy-enhancing technologies in balancing user privacy with the need for accurate campaign performance data.
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