First-party mode renamed Google tag gateway for advertisers and opened to everyone with Cloudflare

Google tag gateway for advertisers (formerly first-party mode) became generally available, supporting both client-side and server-side tags and letting advertisers select a domain alongside the tag ID; Cloudflare shipped a one-click integration free on all plans, with early testers reporting an average 11% uplift in data signals.

The gateway serves gtag.js/gtm.js and measurement requests from the advertiser's own domain via a reverse proxy, improving durability against browser restrictions and ad blockers without maintaining a server-side container. Later integrations: Akamai (Jan 2026), Google Cloud (beta Jan 2026, GA Jun 2026), Fastly and automated Akamai (May 2026), Amazon CloudFront (Jun 2026).