Google has launched an integration between the Google Tag Gateway and Google Cloud Platform, currently in beta, allowing advertisers to route tag traffic through GCP’s Global External Application Load Balancer.
This new setup introduces a “one-click” configuration within Google Tag Manager and Google tag settings. It streamlines deployment by sending tag data through your first-party GCP infrastructure before reaching Google, improving data signal quality and offering greater control over tracking flows.
This enhancement builds on the existing Google Tag Gateway and is aimed at advertisers prioritizing first-party infrastructure and privacy. The native integration with GCP reduces the need for manual server-side setups.
Google tag gateway for advertisers can drive up to 11% more reported signals.
Refer to the notes here: Release notes for Google Tag Manager.
Also, Google has updated the related help page: About Google tag gateway for advertisers.