> Many of the benefits and concerns are tackled in their respective chapters. Even so, I want to emphasize that Server-side tagging has the potential to overturn the current dynamic of data collection and governance for an organization. You own and have full control over the server-side environment. You have access to tools and methods to thoroughly vet and validate the traffic between network sources and your advertising and analytics endpoints.<p>Not quite sure what's so revolutionary about this -- isn't this what Segment and other similar products have been offering for the better part of a decade?