Google Tag Gateway: The Bridge Between Privacy & Performance

As privacy regulations tighten and browser restrictions accelerate, accurate measurement has become increasingly difficult for brands. Google Tag Gateway (GTG) is Google’s latest solution to this challenge, shifting tags from Third-Party to First-Party infrastructure to restore the signal quality marketers rely on.

KINESSO EMEA's SVP for Platform Solutions, Rob Carson, explains what GTG means for advertisers, how it supports privacy-first measurement and why it is becoming a critical upgrade for performance-focused brands.

From how GTG strengthens signal capture and improves campaign optimisation, to why First-Party tagging is more resilient to ad blockers and browser changes, plus the setup options available - including sGTM and CDN gateway implementations - this shift is not just a technical update, it's a strategic advantage. With richer, more reliable signals feeding bidding algorithms, attribution models and audience tools, brands can unlock AI-powered efficiencies and protect the performance of their measurement ecosystem.

Download Rob's POV to discover how to:

• Improve data continuity and safeguard conversion visibility

• Choose the right GTG implementation route for your organisation

• Strengthen future measurement resilience as privacy rules evolve

• Ensure Google Ads and GA4 continue performing at their best in a First-Party world

Stay ahead as the industry moves towards privacy-first infrastructure. Get the full report here.