As we are approaching the irreversible end of third-party cookies, marketers should consider the alternatives to third-party based advertising. The companies who don't act on this today will be left behind soon enough. With server-side tracking, you can take your data strategy in your own hands, and stay ahead in this fast changing landscape. We developed a tool to help you decide if server-side tracking is a valid alternative for your company.

Depending on your company’s size and data needs, there are a few possible approaches.

• If you have the technical knowledge in-house, you can build your own cloud solution. However, you need a very specific skillset to set up and maintain this kind of tracking approach. So, this is really only an option for big companies.
• The good news is that you no longer need a custom-built tool. You can opt for a vendor-created solution. There are ready-to-implement tools that are affordable, such as Segment.com and Eventstream by Tealium.

• Do nothing and wait for something new
  
• Opt for current innovations like log-in first, identity-based tracking or self-sovereign identity.
• Collect the data yourself with server-side tracking.