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Blotout EdgeTag

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Blotout EdgeTag is a server side first party tagging platform that lets publishers capture events on their own domain and relay them to advertising and analytics destinations such as Meta CAPI, Google Ads, and TikTok Events API.

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Overview

What does Blotout EdgeTag do?

What is Blotout EdgeTag

Blotout EdgeTag is a server side, first party data infrastructure that lets publishers and merchants capture website events on their own domain instead of relying on third party pixels. EdgeTag receives events from a lightweight client SDK, enriches them, and forwards them to advertising and analytics destinations such as Meta Conversions API, Google Ads API, TikTok Events API, and various analytics tools. The first party setup improves data quality but also raises specific consent and transparency obligations under EU law.

Cookies and data collected

EdgeTag uses a first party cookie (et_uid, twelve months) that lives on the publisher domain to maintain a persistent user identifier. It also captures click IDs (fbclid, gclid, ttclid), URL parameters, and may hash and forward email, phone, and user agent. The fact that the cookie is first party does not change the GDPR analysis: it still identifies the user and falls under Art. 5(3) ePrivacy.

Legal basis under the GDPR

For events forwarded to advertising platforms (Meta, Google, TikTok), the legal basis is explicit consent under Art. 6(1)(a) GDPR plus Art. 5(3) ePrivacy. The EDPB guidelines 2/2023 on Conversions API and the CNIL practical guide on server side tagging make it clear that server side does not exempt the controller from obtaining consent for non essential tracking.

International data transfers

EdgeTag may relay events to US based destinations. Use the EU collection endpoint, sign SCCs, and consider whether to forward only hashed, salted identifiers. The Schrems II decision still requires controllers to assess the risk on a case by case basis.

Transparency obligations

Because users cannot easily see server side flows in their browser, you must be especially transparent: list EdgeTag and every destination in your cookie policy and privacy notice, describe the data fields shared, and explain how to opt out. The CNIL recommends a dedicated section on server side tracking in the privacy notice.

Practical compliance steps

Block EdgeTag until consent, configure the EU collection endpoint, hash all PII before sending, sign DPAs with EdgeTag and every destination, document the transfer chain, and review the destination list every quarter. Audit network traffic regularly to detect any unexpected destinations.

Compliance

Blotout EdgeTag and the GDPR

Blotout EdgeTag is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent for marketing and analytics events (GDPR Art. 6(1)(a) and ePrivacy Art. 5(3)); legitimate interest for fraud and product analytics under narrow conditions
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, Schrems II case law, EDPB guidelines 2/2023 on server side tracking

Impact assessment (DPIA)

A DPIA is required because server side tracking obscures data flows from the user, which is precisely the situation flagged by the EDPB and CNIL: combined with onward sharing to ad networks, EdgeTag triggers Art. 35(3)(b) GDPR.

Sample text for your banner

We use Blotout EdgeTag to capture website events on our own server. With your consent, EdgeTag may forward these events to our advertising and analytics partners.
Cookies and trackers

What Blotout EdgeTag sets and contacts

Tracking method
Server side first party tagging infrastructure that captures events on the publisher domain and relays them to ad and analytics platforms
Server location
United States and European Union (multi region cloud)
Cookieless mode available
Yes
Data transferred outside the EU
Blotout EdgeTag is operated from the United States. EU data may be processed in EU edge nodes but forwarded to US destinations (Meta CAPI, Google Ads API). Standard Contractual Clauses and the EU, US Data Privacy Framework apply.

Cookies set (4)

NameTypeDurationPurpose
et_uidfirst_party12 monthsPersistent first party user identifier for server side event correlation
et_sessfirst_partySessionSession identifier for event grouping
et_clickfirst_party30 daysCaptures click IDs (fbclid, gclid, ttclid) for attribution
et_consentfirst_party12 monthsStores user consent state passed to EdgeTag

Third-party domains contacted (4)

  • blotout.io
  • edgetag.io
  • sdk.edgetag.io
  • api.edgetag.io
Questions

Frequently asked questions about Blotout EdgeTag

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What cookies does Blotout EdgeTag set?

First party cookies et_uid (twelve months), et_sess (session), et_click (thirty days), et_consent (twelve months). They live on the publisher domain.

Is consent required for EdgeTag?

Yes for marketing and analytics events. The CNIL and EDPB confirm that server side does not exempt non essential tracking from Art. 5(3) ePrivacy.

What is the legal basis?

Explicit consent for marketing events. Limited legitimate interest for fraud or essential product analytics, with strict balancing test.

Does EdgeTag transfer data to the US?

Yes, when destinations (Meta CAPI, Google Ads, TikTok Events API) are involved. Use SCCs, hashing, and the EU collection endpoint.

Do I need a DPIA?

Yes. Server side tracking with onward sharing to ad networks is a clear DPIA trigger under EDPB and national guidance.

How do I implement EdgeTag compliantly?

Block until consent, use the EU endpoint, hash PII, sign DPAs with EdgeTag and every destination, document the chain transparently.

Are there alternatives?

Stape (EU), Addingwell (FR EU), Google Tag Manager Server Side with EU SGTM container, self hosted prebid server.

How do I update my cookie policy for EdgeTag?

Add a server side tracking section, list every destination receiving events, explain hashing, and describe how to opt out via the CMP.

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