The Commanders Act suite can be deployed across all platforms via SDKs optimised for each OS/framework (iOS, Android, React, Angular, etc.). Developers can also leverage the power of unified collection in proprietary applications that are client-to-server (IOT, IPTV, video players, games consoles, etc.), server-to-server or hybrid, using a multi-platform REST API.
The main purpose of tag technology is to enable real-time data collection. That’s the fundamental reason for the existence of tags. However, alternative technology exists, called “Server to Server”, “Server Side”. You could simply define it as ‘tagless’ data collection. In this case, ehe necessary information is directly sent from the server, which publishes the page requested by the user, to the server of the technology partner which needs it to create value. Technologically-speaking, the principle of an API is used.
Some of the benefits of this technology are: quicker page load time, better customer experience and more confidential and reliable data transfer. For example, this technology is often used on conversion pages to reduce discrepancies with the e-commerce back office.
Server-side requires more input from the technical team regarding implementation and maintenance, as well as the need for a different acceptance testing methodology. It is thus the opportunity for technical teams to get more involved in the implementation without reducing the marketing team’s agility.
This technology can be applied to all tags that simply need to receive information (and not reply, like an ad-server would do). Nevertheless, long-standing technology partners must still gradually adapt their production chains, which will take time.
Our teams are increasingly working with this new ‘tagless’ approach and we recommend it to all our clients.