Use Case - MB effect

Responding to changes in good time

MB effect was always driven to lead the market – a key part of their added value for customers. This led them to explore the possibilities of server-side tagging early on. Google's announcement about the phasing out of third-party cookies provided a direct impetus to look further into new opportunities.

“We were actively looking for opportunities in server-side tagging as one of the first on the market. We 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 in an GDPR-compliant way, even when visitors refused cookies.

Initially, MB effect carried out the implementations entirely independently, using software from a third-party provider. However, the implementations took a lot of time, which is why they began looking for a party to whom they could fully outsource the implementations.‍

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They have now found the ideal combination of software and support.

The desire to save time and delegate certain tasks played a significant role in the search for other server-side tagging providers. After Rick got in touch with Jochem, he and a colleague attended a presentation from AdPage. The rest of the team was then informed, and the first clients soon followed.

Although the start of the collaboration was somewhat difficult, open communication between both parties has led to an optimal working relationship. This transparency has ultimately proven beneficial for both MB Effect and AdPage.

“Despite a shaky start, we've achieved a very good final result.”

For MB effect, consistency in implementations is of great importance. 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 have chosen to bring the implementations back under their own management.

This approach has led to what Rick considers an ideal combination: they use AdPage's high-quality technology while carrying out the implementations themselves.

“When we have questions or need an extra check, the AdPage team is always ready to think along with us, even with custom-made projects.”

Working with AdPage has helped MB effect make server-side tagging a standard part of their service offering. They have now migrated over 40 clients and their remaining clients will follow.