Staying ahead in the changing market with server-side tagging

Responding to changes in time

MB effect has always been driven to be at the forefront of the market - a key part of their value-add for customers. This led them to explore the possibilities of server-side tagging early on.Google's announcement about phasing out third-party cookies was an immediate reason to look further into new possibilities.

"We were one of the first in the market to actively look for opportunities in the area of server-side tagging. We then quickly came to the conclusion that we needed to do more with this."

The urgency increased further with mandatory cookie banners and the introduction of consent mode V2. It became increasingly important to ensure that all data could be measured AVG-proof, even if visitors refused cookies.

Initially, MB effect did the implementations completely independently, using another party's software. However, the implementations took a lot of time, so they started looking for a party to which they could fully outsource the implementations.‍

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Meanwhile, they have the ideal combination of software and support

The desire to save time and outsource certain tasks played an important role in the search for other server-side tagging providers. After Rick came into contact with Jochem, he and a colleague attended an AdPage presentation. After that, the rest of the team was also informed and soon the first customers followed.

Although the start-up of the collaboration was somewhat difficult, the open communication between both parties led to optimal cooperation. This transparency ultimately paid off positively for both MB Effect and AdPage.

"Despite the rough start, we came to a very nice end result."

For MB effect, consistency in implementations is key. By outsourcing implementations to AdPage, the implementations became less consistent. They want to maintain as much control as possible themselves and not be too dependent on external parties. For that reason, they chose to take the implementations back in-house.

This approach has led to what Rick considers an ideal combination: they use AdPage's high-quality technology while doing the implementations themselves. Whenever they have questions or an additional check is needed, AdPage's team is always ready to think with them, even on custom projects.

The partnership with AdPage has helped MB effect make server-side tagging a standard part of their services. They have now transitioned over 40 clients and their remaining clients will follow.