Implementing with Google Tag Manager or other Tag Management Systems is often easier and faster for complex website code.
When integrating the script directly into the website, the website code has to be handled whereas when integrating via a tag management system, only data layer variables and triggers have to be created and configured, which in many cases can be done by the marketing department itself.
However, we recommend integrating the script directly into the head section of the website for the following reasons:
The CMP then operates independently of the Tag Manager. From a legal point of view it is an interesting aspect, as the CMP falls under a separate legal basis.
Embeddings and iFrames can also be controlled directly when implemented locally (Usercentrics Privacy Smart Blocker)
Some browsers and AdBlockers block the Google Tag Manager, hence the CMP would be blocked as well if implemented in the Tag Manager.
Through the use of direct integration, it is possible to avoid any race conditions that may occur in the Tag Manager.