Tags Are ‘Outdated’: BrightTag Announces Partners for Server-to-Server Data Flow System


ADOTAS – A slew of impressive third-party ad tech firms — including InterclickAggregate KnowledgeTurnMarin Software, DataXu, Adometry and [x+1] for starters — have signed up as partners for BrightTag’s ONE platform, a service layer between websites and third parties that removes the data transfer process from the browser and onto a server-to-server connection.

“We believe the “tag” itself is an outdated method for collecting and sharing critical interactive marketing data,” said BrightTag founder Marc Kiven. “Through server-to-server integration with third-party providers… site owners now have the ability to send robust datasets in real-time directly to partners via the cloud rather than through legacy browser-based methods. This isn’t about making tags ‘fire’ faster — it’s about revolutionizing the way data is collected and shared so everyone in the digital marketing ecosystem is working better together and with better data.”

BrightTag is selling its ONE platform as a data flow system that is advantageous for both pubs and third parties. Pubs get better control over managing which third parties get what data when (also plugging up data leaks and keeping out data thieves) while the third-party collectors cut through the “data static” to get the meat, or rather the most relevant data for their goals. Oh, and consumers benefit too as tag loading and data transmission stop clogging up browser load times.

It’s a big step from BrightTag’s data rights management platform launched in August 2010 — that tool simplified the process of managing hordes of tracking tags and data transmission by giving publishers control over a single “BrightTag” with customizable data transmission instructions.

The ONE platform offers pubs and third parties complete transparency over data flow, and in real-time at that. The cloud-based tool can easily work complex configurations and is compatible with browser-based tracking tags.

However, don’t dare mistake BrightTag for a tag container system.

“The container approach does not scale; containers are just another way to encourage more third-party tags to be pushed through an already overloaded browser,”  Kiven said. “As browser-based tags continue to proliferate — either fueled by the advent of tag management solutions or from continued industry growth — both data collection and the site users’ experience become slow and unstable.”


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