The pace of change in the analytics sector increased dramatically since 2012 with tons of new tools, paving the way to the birth of the Modern Data Stack. The rapid explosion of tools is met with a rapid explosion of restrictions, challenging the status quo of data collection, processing and storage. How does that reflect on Analytics and its future?

Simo explores the latest and greatest paradigm in Google's marketing stack: server-side tagging in Google Tag Manager. The benefits of moving data collection server-side are obvious – or are they? The same tools and mechanisms that help with data governance and oversight can be abused due to the opaqueness associated with moving data collections server-side. In this talk, Simo takes a honest look at just what problems server-side tagging seeks to address, and whether it actually manages to do what it’s set out to do.