By Anu Adegbola
Publication Date: 2026-01-07 16:10:00
Google launched a beta integration for Google Tag Gateway that lets advertisers deploy it through Google Cloud Platform (GCP) using a new one-click workflow inside Google Tag Manager and Google tag settings.
What’s new. The GCP integration uses Google Cloud’s Global external Application Load Balancer to route tag traffic through an advertiser’s own first-party domain before sending it to Google. The goal is to streamline deployment while improving data signal quality and resilience against ad blockers and technologies like Apple’s Intelligent Tracking Prevention.
Why we care. As browsers and platforms continue to limit third-party tracking, advertisers are looking for ways to protect measurement signals. Routing tags through first-party infrastructure can improve data reliability — but setup has often been complex. By routing Google tags through an advertiser’s own infrastructure, it helps preserve measurement signals in the face of ad…