A server-side container acts like a proxy in the cloud environment that you own. So instead of sending hits directly to the endpoint server (like in client-side GTM), you send hits to a server-side GTM container and then to the endpoint server which collects the data. As you can see from the above image, the server-side container runs in the Google cloud platform owned by the customer and only the customer has access to the data which is being sent to third-party tools. You have complete control over the data on how it’s being routed to the third-party tool.