What is Server-Side Consent (SSC)?
Discover in this article why you should choose Server-Side Consent (SSD).
As our world becomes more committed to online privacy and data transparency, it’s essential for businesses to embrace data privacy regulations, including the General Data Protection Regulation (GDPR) and the ePrivacy Directive. That’s where server-side consent (SSC) comes in — it’s a groundbreaking approach for secure, centralised management of user consent.
Moving away from traditional browser-based scripts, SSC takes the process of obtaining user consent to the server side, with better outcomes for compliance, data protection, and more dependable management of user preferences.
In this article, we’ll dive into the mechanics of SSC, uncover its benefits, address potential challenges, and discuss its bright future in promoting responsible data collection. Get ready to explore this exciting innovation that could reshape the standard approach to privacy!
What is server-side consent (SSC)?
Passive data collection (information collected about your website visitors without their active participation) can be achieved through two methods: client-side configuration or server-side configuration.
Client-side tracking is the most common method for measuring visitor activity. Data is transmitted directly from the visitor’s client (i.e., their web browser) to an endpoint. This endpoint can be any of the various providers you have authorised to process visitor data: Instagram, Facebook, HubSpot, etc.
Server-side tracking, on the other hand, involves an additional layer (a server) between the services you want to use for data processing and the website your visitor is browsing. The endpoint, as mentioned above, refers to the services or products you use to process data, such as Google Analytics.
If you own a website, this additional step in data collection allows you to better control data transfer. Server-side consent is considered a more reliable method as it bypasses ad blockers and browser restrictions.
The importance of consent: GDPR and ePrivacy
Let’s now explore why consent management is vital for ensuring user privacy and compliance. For a website in Europe, the key laws to follow are:
- General Data Protection Regulation (GDPR):A European framework for strict management of personal data. GDPR requires explicit consent from users, the ability to withdraw consent at any time, and full transparency on data usage on every website. Penalties can reach €20 million or 4% of global turnover. You can learn more about the specifics of GDPR penalties in our related article.
- ePrivacy Directive: Regulates cookies and trackers. It mandates prior consent for non-essential cookies and prohibits deceptive practices, such as banners that do not allow users to refuse cookies.
Stress-free legal compliance
Make sure your website stays compliant with Termly.
- Built-in consent management platform
- Easy installation on any website
- Generate privacy policies automatically
- Set up a cookie consent banner
- Scan your website for cookies
- Covers privacy laws in over 150 countries
What privacy regulations mean for your business
These data privacy regulations mean businesses must include consent management on their websites. One reason is to avoid legal and financial sanctions by respecting user privacy rights and avoid legal sanctions. Considering data privacy is also something users will also appreciate, fostering greater trust in your brand.
However, collecting certain data is still necessary to fully understand your customers and offer them a unique experience. Using server-side consent allows data collection while avoiding browser restrictions or ad blockers.
How does server-side consent work?
Not every website needs a cookie banner. The decisive factor is which types of cookies are used. Data protection laws such as the GDPR require active consent when a website sets non-essential cookies. Let’s look at what that means in practice.
How does server-side consent work?
Before we go any further, let’s define a few terms:
- Server-side tracking: Collecting user data on the server.
- Server-side tagging: Implementing tracking tags on the server instead of embedding scripts directly into the website’s HTML code.
- Server-side consent: Ensuring user consent compliance by managing tracking from the server.
- Hybrid server-side configuration: A combination of server-side data collection and cookies installed in the user’s browser.
Server-side consent is an alternative to client-side consent. It allows the collection, storage, and transmission of user choices directly via a server. This method makes consent management more reliable while complying with regulations (notably GDPR).
Consent collection and transmission via a server
Server-side consent follows a straightforward process in four steps:
- A visitor lands on a website, where a consent banner appears.
- They select their preference, which is sent directly to a server instead of being stored in the browser.
- The server records the consent and applies it to all future interactions: ads, analytics, personalisation.
- Partners such as Google Ads, Meta, etc., receive only the data authorised by the user’s consent.
Why adopt server-side consent?
Implementing server-side consent on your website allows easier and more efficient consent management while ensuring compliance with GDPR and ePrivacy regulations.
Additionally, you are more likely to bypass cookie blockers and other browser restrictions. You can also offer your users improved performance, as loading times are faster, and scripts are reduced.
How to implement server-side consent
We’ll share two well-known and dependable solutions for server-side consent implementation.
Popular solutions: Google Tag Manager Server-Side and Termly
Google Tag Manager Server-Side (GTM SS) is a server-side solution compatible with Google Analytics, Google Ads, and other platforms. However, you will need Google Cloud hosting, which may incur added costs. This solution also requires technical expertise for proper configuration.
Termly is an ideal solution for small and medium-sized businesses, allowing them to manage compliance with major privacy laws easily. Directly available on one.com, you can generate your privacy policy and benefit from automatic updates.
Technical constraints and costs of adopting SSC
Choosing server-side consent offers many advantages but also comes with technical and financial challenges. Unlike client-side consent, server-side implementation requires a more complex setup.
Technical constraints
Setting up a dedicated server is necessary for collecting, storing, and transmitting consent, which can complicate technical implementation. You will also need to configure analytical and advertising tools like Google Analytics, Google Ads, or Facebook Ads so they receive only the data authorised by users.
Installation costs
Several costs are associated with setting up server-side consent, with the first being hosting and maintenance costs. Installing a server involves recurring expenses.
While setting up server-side consent has its challenges, solutions like Termly make it possible to manage consent in an easy and budget-friendly way.
Finally, you may need to hire specialists to implement server-side consent unless you have advanced cloud computing and data management skills.
SSC as the future of responsible data collection
Server-side consent is rising as a key solution for responsible and regulation-compliant data collection.
By shifting consent management from the browser to a server, it enables better control over collected data, enhances user privacy, and reduces the impact of browser restrictions on cookies and advertising tags. This approach fosters a more transparent relationship between businesses and users by ensuring only authorised data is processed.
Tips for a smooth transition to server-side consent
To transition effectively to SSC, businesses should assess their needs, choose the right tools, and involve the right teams from the outset. A gradual integration, starting with a pilot deployment, allows testing and optimisation before full-scale implementation. Automating consent management, conducting regular audits, and raising stakeholder awareness are key strategies for ensuring an effective and sustainable transition.
As regulations and technologies evolve toward a more privacy-respecting web, server-side consent appears to be a future-proof solution for businesses aiming to balance marketing performance with compliance.
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