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TL;DR
For years Bily argued that it was time to ditch Google Tag Manager. First-party measurement is now becoming the direction of travel because signal should never leave the domain where it was born. Bily Sensors collect events under your own domain, Bily Minions clean and optimize the signal, and the first-party proxy layer keeps attribution intact without fragile third-party scripts.
What changed
Google’s move toward first-party tag gateways validates the architecture Bily has been building from the start: edge-served scripts, same-site cookies, and cleaner attributed conversions. Enterprise teams can migrate quickly and keep performance data under their own control.
Why it matters
First-party tracking improves compliance, latency, and strategic control. Your data pipeline is no longer gated by a third-party domain, and your ad platforms receive stronger conversion signals.
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