Akamai and Google: Advancing Data-Driven Marketing with Google Tag Gateway for Advertisers

We are pleased to announce the launch of Google tag gateway for advertisers on Akamai’s edge platform, a collaboration between Akamai and Google that provides advertisers with a future-ready solution for measurement, privacy, and performance.

Conversion data using Google tags may be disappearing, and advertisers may not be aware of it. This partnership enables marketing organizations to serve Google Ads and Google Analytics tags directly from their own domain to address data gaps that impact campaign effectiveness.

Now available on Akamai’s edge platform, Google tag gateway handles these challenges and helps marketers maximize the value of their data-driven strategies.

Traditionally, Google tags were served from third-party domains (e.g., googletagmanager.com/gtag.js). This feature allows advertisers to serve Google Ads, Google Analytics, and Google Marketing Platform tags directly from their own domain using Akamai’s globally distributed network.

This first-party approach maintains tag effectiveness as privacy standards evolve and improves the quality and completeness of measurement signals for AI-powered marketing.

First-party customer data is your competitive advantage. By gathering more accurate and resilient signals, Google tag gateway for advertisers helps you build your data strength to fuel campaign performance.

According to Google internal data, advertisers who adopted Google tag gateway observed, on average, a 14% uplift in conversions, without re-tagging or additional costs.

With Google tag gateway, you can build your data strength to boost ROI by maximizing customer signals to improve measurement accuracy. This private-by-design solution offers an effortless, one-click setup with no re-tagging required, ensuring secure data processing directly from your own domain.

Existing tags also benefit from improved performance and privacy through Akamai’s edge native deployment and confidential computing, which ensures secure, compliant data processing.

The key benefits of Google tag gateway include:

• Improved performance. Google tag gateway boosts campaign insights by leveraging deeper first-party signals. This data empowers advertisers to maximize return on ad spend (RoAS), optimize bidding strategies, and drive superior campaign performance.

• Privacy by default. Google tag gateway for advertisers enables confidential computing by default, giving customers added security and transparency on how data is collected and processed. Moreover, deploying tags in your web infrastructure gives you more control by routing your measurement through your website’s own server.

By combining Akamai’s globally distributed network capabilities with Google’s advanced measurement tools, Google tag gateway provides a comprehensive solution for advertisers who are seeking to maximize ROI and leverage AI. 

Google tag gateway gives you direct control over your data, which can enable more reliable attribution, improve campaign optimization, and generate stronger business outcomes as the digital landscape evolves.