iubenda Reminds Marketers That Server-Side Tracking Still Requires User Consent
· 52m ago · Originally reported by PPC Land
iubenda has clarified that shifting tracking tags to servers does not remove the legal requirement to obtain user consent under GDPR and ePrivacy rules. The company released a guide on October 23 emphasizing this point, and noted that its own server-side tracking product is currently waitlisted.
Why it matters
This matters because some marketers may mistakenly believe that server-side tracking bypasses privacy laws, but legal obligations to secure user consent remain unchanged.
Explain it like I’m new here
Even if you move your cookie jar to a different room, you still have to ask before taking a cookie.
Terms in this story
Conversions API (server-side tracking)
A conversions API sends conversion events, such as purchases or sign-ups, directly from an advertiser's server to an ad platform, instead of relying only on browser pixels.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Tracking pixel
A tracking pixel is a tiny piece of code, historically an invisible 1x1 image, that loads when a page or ad is viewed and reports that event to a server.
GDPR
The GDPR (General Data Protection Regulation) is the European Union's data protection law, applying since May 2018, which governs how organisations collect and use personal data about people in the EU.
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