Google has launched a beta integration of Google Tag Gateway that allows advertisers to use it with Google Cloud Platform (GCP) using a one-click workflow within Google Tag Gate and Google tag settings.
What’s new. GCP integration uses Google Cloud’s Global external Application Load Balancer to route traffic through the advertiser’s own first-party domain before sending it to Google. The goal is to make it easier to use while improving data signal quality and robustness against ad blockers and technologies like Apple’s Smart Tracking Blocking.
Why do we care. As browsers and platforms continue to restrict third-party tracking, advertisers are looking for ways to protect moderation signals. Route markers through first-party infrastructure can improve data reliability – but setup has often been complicated. By moving Google tags through the advertiser’s infrastructure, it helps preserve measurement signals in the face of ad blockers and browser privacy restrictions.
For teams already using Google Cloud, one-click setup lowers the barriers to robust, future-proof tracking.
What do the advertisers say. Digital marketer and Simmer co-founder Simo Ahava, who shared the update on LinkedIn, noted that the integration allows one-click deployment to GCP. Behind the scenes, it configures an External Request Load Balancer with routing rules that direct Google Tag Gateway traffic to a backend service that handles gateway requests.
Ahava also pointed out that Google Tag Gateway puts Google’s tagging technology behind the same site, a traditional first-party host, which helps tags live in browser-restricted environments.
Big picture. So far, Cloudflare is the only default deployment option for Google Tag Gateway, with other CDNs requiring manual setup. Adding GCP reduces friction for advertisers already deployed in Google’s cloud ecosystem and demonstrates broader support for first-party tagging strategies.
Bottom line. Google is making first-party tagging easier to use, and while the GCP integration is still in beta, it marks a meaningful step toward a more robust standard on the privacy-obsessed web.
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