#GoogleAnalytics (I should say #UniversalAnalytics) is deemed illegal by a growing number of #EU countries. As Piotr Korzeniowski mention, #GoogleAnalytics4 won't solve anything (unless, maybe, you go through loops and tricks and use a proxy). But let's talk a little bit about #GTM: ▪️same place of incorporation ▪️also obviously receives client IP addresses ▪️#SchremsII also applies. I beg to ask - how could this data be used? ▪️when initially loaded, GTM can act as an additional vector (just like Google Fonts) ▪️#Google can essentially sneak up even more data than a sophisticated #GA implementation does (i.e., through each event and tags fired on each page - although this logic is all executed within the client environment) ▪️they can know which website is using which vendor tags - an amazing competitive advantage! Now... I'm not saying Big G is doing it. And even if we asked, I really doubt we would even get the beginning of an answer. But technically, it is in the realm of possibilities. Think about it. What if the next target of Johnny Ryan and #NYOB was GTM and other #TMS ? After all, unless it is open source (for audit) and installed as a 1st party solution, most of those vendors are US-based and Schrems II applies, and they each have capabilities to collect a staggering amount of personal data and resell it. It could be an even more effective blow at the #surveillancecapitalism than merely going after GA... I'm thinking of Adobe Experience Platform, Tealium, Ensighten, TagCommander, Signal ™ with maybe the notable exception of Piwik PRO Tag Manager which can be installed on premises, as well as JENTIS, which offers a EU-based server-side solution and easy transformation to handle personal data. Just saying... maybe there is more thought to put into this. #dataprivacy #dataethics #NoConsentNoTracking #digitalmarketing #digitalanalytics