Reference / Glossary / Infrastructure and standards
Server-Side Tagging
Running tag management on a server the advertiser controls, so that the browser sends one request to the advertiser's own domain and the server forwards events to each vendor. Server-side tagging improves page speed, data control, and resistance to browser tracking limits. Google Tag Manager's server container, Stape, and Tealium are common implementations.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Server-Side Tagging." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/server-side-tagging/