Hello, in the magnifying glass series, we ask experts the questions you want to hear answers to in the field of growth. Today's guest is Berkay Demirbaş, one of the founders of mustard, welcome Berkay hoşbul serverity directing is one of the topics we are most curious about. We have talked about many issues in the conversations we have had here so far, but we would like to ask the expert. I want to start with the question first, what % of data analysts or performance digital marketers do you think are right now? We are aware of what will happen in the future, according to our observations, that is, considering our customer portfolios both at home and abroad, I say this in Turkey. We can say that almost twenty percent of them are 20 five. So yes, I mean, you are aware of these issues. Well, it should be said here, especially with Google and Apple's limitation of 4-party legal use, serversitin started to be talked about more. But maybe it's past habits, maybe it's google. People still couldn't grasp it because it moved a little slower, and there's a reason for that. So, what kind of solution do your services offer at this point? How can we explain to this eighty percent audience? When we compare this issue abroad, this rate is a little different, but we can think of it as eighty to 20% in Turkey. It is also necessary to express the thing here. I think we can explain it a little bit like this. Now, serverite measurement is actually a very old measurement logic. We normally have a website or. How do we measure general visitors in the mobile application, here we try to collect and make sense of the data in the browser or device by adding an NGO in the mobile application or by adding a script to the website. However, although server-side measurement is a bit old, it is now trying to come into play in such a system on the more technical side, and the aim is to provide sharper, clearer and more prime-oriented privacy-oriented data. This is actually a digital marketer. What does it provide? In the simplest example, we said meta and Google. Google says I've collected enough user data. Those who use my product should be responsible for the security of user data from Google analytics or Google products, so that I am no longer a data processor or a data controller in a DP or a DM policy. That's why they say mete or Google that you own when you use our products. Set up a server so that you process the data first and then send it to us, so you have the first responsibility, and if you do that, we can do better performance marketing. We can move our advertising channels better. There are suggestions such as that we can measure the audiences that cannot be measured due to cookie policies in a more accurate way. That's the general thing, that's the concept. Well, right now, speaking for Turkey, when a digital marketer looks at an analytics account or meta. When I look at other accounts, I can more or less actually see what % of their data they can't? On average, there is a loss of thirty%. In other words, there is a loss between thirty% and 40% for sure, but there are no exact parameters of this loss, so we cannot say that it is because of this, but the general parameters are that the user may be using lar@ blogru, here he is using safari, but he is using olabiliyor@ blogger who has not fully made the settings from safari, on top of that, he may be using safer bronser, here is a break. Therefore, if we are on the advertiser side or on the analysis side when we are giving an advertisement, we cannot say to the people who come to our website, brother, you will shop on our website for a second, but we cannot say whether you can change these settings from the crowne. Since we cannot say this, we need to set up a measurement system independent of the browser or device so that the values on the screen we see when we open the Google antique panel are equal to the money in our pocket, that is, the information in our cr. Well, this thirty percent rate is increasing. We are talking about something that is estimated to reach eighty to ninety percent over the years. At this point, how will the performance of these digital marketers change the lives of marketers, company managements and company owners? You will not know the return of the budget you spend on advertising, you do not see the return as if you are advertising. In the past, when you gave an advertisement on television, how did they measure it, they used to put a rating device on their televisions. But they were able to put it in a specific mob, or you put up an outtor banner like you said, but how many people passed by? You don't know how many cars have passed. If you lose the observability of this, especially on the digital side, you will advertise in a place where you do not know how much you will return your investment to that conversion. You know, there was a movie where we always use this kind of gesture, his eyes are closed. It was even on netflix, so it's such a blind advertisement. It's like you're trying to do it. After switching to this system, people can clearly observe this and they see the benefits of this in a more controllable way. In other words, I understand that what is called the mobile-related arma input, which was talked about in 2,010 threes, is now coming at us much more quickly about data. Especially marketing professionals may be aware of this, but company managements should be aware of this, maybe agencies should be aware of this. I guess there is a lot of difficulty in convincing the colorful company managements. How can he overcome it in practice about this place? I am on the side that agencies or industry professionals should not be given a now how by convincing company managements to leave the league. Because it looks like this. They may not have to switch to this system. Website owners or mobile application owners do not necessarily solve all the problems of the service. It's not investing its budget in the right performance channels. Like a magic wand, all values will not increase at once. That's why during the persuasion phase, what metrics do senior managers, especially agencies and digital marketers care about in this persuasion phase, take off such hats and take a look at what is our purpose, is the speed of the website? Is it the quality of the data we use on the website? Do we want the sensitive data of our business company to appear in the data by right-clicking, bugging in the browser and console? Do we want the flood data to be shared with the pixels after the user logs in or not? They need to focus on the main metrics. If a company's main metric is to hide this data precisely, then yes, let only the incoming data see, such as a serverite solution or blind fight. I have come across the site at work. If they say they want to see how many people have come out, they don't even need to surf. That's why it's about a solution that fits the target. It makes much more sense to produce persuasion. For example, the argument we often use is that we look at how we handle our sales obections in such a way. If Google antics crashed today, where would you look at your data for the last 6 months? The answer to this is not currently in companies that use any platform. Because they've always used Google. They have always used one platform, and if Google goes down today, they don't have an additional analytics platform where they can see their data for the last 6 months. Or there is no additional structure, or we are saying about KVK processes. We focus entirely on what they want. In fact, there is an answer that comes to my mind based on what you said here, in fact, if you say this, it would probably say server lobes. So there's a lot of confusion that we get out of my lobes and so on. If the software department of a company says let's sit down, we can write something like this in 10 days, can they really do it? They can do it in 5 days, but this is what we are talking about, for example, if I need shoes right now, I don't sit down and try to make shoes at home. Because I say that there is already a ready-made shoe and I give that money because it is thought that this shoe will be comfortable and will it aesthetically ply my fingers while walking. Now, if they take the time to do something that requires so much now, we should do it internally. When they say, something like this happens, educating the team that will do it internally about marketing, whether the servers to be installed inside will be prevented against any dos attacks, making sure that the servers installed inside are mined 24/7 will allocate it to bot traffic or not? I mean, there are so many problems, what was our purpose when we entered? I want to see my data on e-commerce. Suddenly, the city tried to do it internally. It's turning into a data technology company, and if you try to do that with a digital marketing nova, it takes a long time, even if it's a push, and so it's ready. The fact that it can be installed in such a compact structure is a really great opportunity. One more answer comes to mind. I'm very curious about the argument about this. Google analytics four actually have a server clock solution. It can be installed in the cloud or you can set it up anywhere you want. What's the difference between using this and using a tool made for servercity? As a company, there is no difference. If you have a server, if you install the SGT mini of the Google tag manager that is already running, you can send the data when you request. But there are such limitations, Google's SG ty only works dependent on GFA. G is working towards effort. For example, he recently released a commodity and called it cigarettes. In the past, it was called conversi apply converen. Sana signals is a very wayway and this time it has set up a mechanism where you can send data wherever you want, but at the end of the day, we always come to the same place, so you can set it up. A server is needed in it. The management of that server, etc., can take all the processes to very different places when they are really done inside. Well, I want to ask you this, what are the most misunderstood points like MIT about the server site or cook kilolis world when you meet with brands and agencies? I'm very curious to hear about them. First, a world where no cookies are used comes to mind. This is true on the one hand, but wrong on the other, but in general, digital marketers, whom we rate as twenty% to 80%, usually use it on linkedin. As digital marketers, we tell. In other words, they think that they can produce an added value by reading feeds on linkedin, but there is a new development every day. Google announced on March 5 that Google tag will now work on the server through the service worker. Now you can do this with a dij. As an ital marketer, if I don't follow up, the next day when I look at the Google anti-market, I will see why my data was lost. I'm brooding, I mean, why did it happen? But it is a different sea to follow this, so it can get a little complicated when it comes to backstage or first party cookies. In the simplest terms, backstage is a method that is measured without any connection to the browser, including local sori, where no cookies are used. The first party method that produces a cookie only with its own domain, and the 4-party method is related to how the meta script we have done so far works, when we add the Google analyx script to the website. All of these are actor parties, but the most critical distinction and misconception is that cookilis and first party distinction is actually the distinction between cookilis and first party, one of which is not used at all, and the other only first party cocey can be used. One of the myths that comes to my mind is that there are a few people who do this because I know or have witnessed them do this. When they say that they are ready for the legal world, they use a local story. Is it permissible, sir? This is only in the left pocket, so the data that is trying to be told there, the data that is not kept legally is the reason why it is kept legally, because it is like a piece of data, the wockle story can accept larger data, so it was actually kept in the cookie until today. But when you say cookie, when you say I don't write to cuky, but I write to local story, there is nothing, I don't notice, I just bought it, how did you get it, the purpose there is actually in your hand right now. You have a Macbook and you run a safari browser in it, it's all a product of Apple and you bought these products by paying money. Here's how it works, for a device that I bought with money. Why do you write data? In fact, everything enters here, and when this data writing and data reading includes special data, people start to object and you have written it to the smell. That's why you shouldn't be able to write anything about Hallestorje. This is exactly how the system works, which the server side can actually catch and show that you are on the same website 2 days later. I heard it from someone in the executive ranks. Google Analytics is a manager who uses four premium and pays a very serious amount of money annually for it. I pay this money and how does it not show me my efficiency, how does this work, what would be your comment on this? Using Google antiax by upgrating does not actually guarantee that it will give 100% of the data. Since Google already has a general methodology for collecting data and making sense of the data, no matter how much and where the data is collected, a 72-hour analysis is processed internally, and therefore the upgrating of this only covers this yorsiz.ch p If you send the data from there to a supposedly one, you will eliminate this x when you get x or your daily flow limit is x. The line limit you can receive per day is limited. By upgrating it, you can remove it, but there is no guarantee that giving money will give you very clear data like a siri wand. There is even a difference between the luker studio to which g four g four is connected. Because while connecting that data transfer to data sources, time stents can differ. Times there are a lot of parameters as they can differ. That's why the thing we value the most here is actually this toulun upgrate. Not something that will sharpen the data, but a single source of Thrones, that is, a marketing list marketing decision based on the accuracy of that data through a single source. Right now, I can say that digital marketing and senior management is the most important part that I think needs to do and deal with. In advance fictions, the issues that digital marketers and performance marketers deal with the most are actually the etri model of the work and here are the issues such as the date metric, which entered our lives 10 years ago, I will ask 2 questions related to this, my first question is this, server sayting. Again, can we follow these etri butions as we want or with our own modeling? Definitely my second question is, while I don't want to ask a manipulative question, I know a lot of data people talk about this. G for, or before that universty, was thought to be able to manipulate these etrithions internally in a way that carved them for themselves. I'm very curious about your opinion on this. That's how we can put it a little bit. In fact, while he was explaining, I walked into a shop and heard about the shop and entered. In fact, it is an atrobasun. It is another thing to hear the shop with ahmet's reference, it is another to say that I saw it by walking the streets, it is organic, if I came by hearing about the apartment from ahmet mehmet or if you gave money to Ahmet esen, announce me, it is a paid. Now the biggest problem facing performance market businesses is the etrition of data or transformations. When you open the effort panel today about what you provide from a channel, all of them come up with a note set for campaign breakdowns and so on. Something else comes along and it doesn't seem right. It is a system that will prevent this from being done on such a manipulative side inside. So before you go somewhere where you are going, where did you come from, where and how are you going? Since the serverity part is actually an area you control, there is no manipulation there. This is actually the most critical part of sending someone definitively, that is, it is extremely important to take this type of structure on the agenda, especially when sending data to an analytics platform that processes a model on the atubeson side and data dreven. So finally, I would like to ask the following question that I am curious about, how do the furniture applications of the server site rick work? Is the scope of these things we are talking about only browser-based devices, or do the same processes and the same issues apply to mobile applications? Likewise, mobile apps and other. In fact, this system is necessary for platforms, in fact, software developers will understand a little more. It has an infrastructure based on a conquest of a server entpoint. So what this means is that when you are transferring data to a place, everywhere you can assign an endpoint was assesuar. It means that you can use it. In the simplest way, even if you set up a random pi from the example, put a sensor in front of it, when each sensor works, the rasper pi endpoint will make a request, it is completely servers. So it's just mobile devices that you can do that. Since you can do these on different platforms, not just sites, especially in mobile measurements, especially MNPs Excel apply today enter the documentation of all of them. They are all trying to activate the server mechanism right now. Because the closure of sd k is not as manipulable as it is on the web. When you enter from the iOS device, it is necessary to approve ETT. You may be stuck with the prrisessen box limit related to the version of Android you are using. In fact, they have many problems, such as they can't advertise to you because they can't get what you want, or they can't get demographic information about whether you are over the age of 18. Especially when using this type of mnp, it makes it much more meaningful to feed the data with the server site on top of it. Thank you very much for joining the structure here Berkay and sharing your experiences. It's a ball where for the first time we don't talk about artificial intelligence. It was a video. Because we are talking about something as big as artificial intelligence that will actually affect everything. Today we talked about the future of server direction and data optimization. If you want to be informed and support our new videos, it's up to you to subscribe, like, comment or share.