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Edge Side Tagging (EST)

PhotonIQ Edge Side Tagging (EST) is an innovative solution that moves resource-intensive third-party scripts (used for advertising, analytics, tracking, and so on) from the end-user’s browser to the edge, dramatically enhancing both web performance and data privacy.

Benefits of EST​

Improved performance doesn't just enhance the user experience; it directly impacts the bottom line. The ripple effects of enhanced site performance, from reduced bounce rates to increased session duration, result in higher conversion rates and greater revenue. Especially for large e-commerce enterprises, even fractional improvements can yield substantial revenue gains.

EST enables website operators to control what information goes to third-party vendors, ensuring data stays in certain regions to maintain compliance with GDPR and other legislation.

EST offers:

  • Improved site performance by offloading compute from client-side to server-side.
  • Enhanced data security and privacy by removing third-party tags and preprocessing server side and anonymizing information sent to third parties.
  • Advanced customization and control of what data is sent
  • Increased data accuracy as it reduces data loss caused by ad blockers.

Features​

Key capabilities of EST include:

Comprehensive Event Handling​

Comprehensively captures and processes the full spectrum of browser events, from simple page views to complex multi-step user flows across sites.

Third-Party Vendor Support​

Supports all major third-party tag vendors out-of-the-box while also allowing custom JavaScript tags, providing immediate and flexible access to critical marketing and analytics tools.

Proxies and manages cookies client-side, offering similar functionality as if the scripts were running natively in the browser. This maintains expected cookie behavior.

High Performance​

Offloads client third-party JavaScript such as Google Analytics or Bing to the edge, which improves website performance. EST significantly reduces the load time and overall latency for web pages, enhancing the user experience.

Scalability​

Handles growing numbers of tags, user interactions, and data volume without compromising site performance by distributing work across a scalable infrastructure.

Easy Integration​

Provides a straightforward JavaScript SDK and configuration snippets to seamlessly integrate EST into existing websites and apps with minimal code changes.

Easy Deployment and Management​

Streamlines tag deployment with straightforward user interfaces. Tags can be seamlessly added, removed, and modified without impacting site performance.

Dynamic Configuration​

Provides an administration interface that allows developers to configure, manage, and optimize tags dynamically in real time.

Deployer and Deployment Pipelines​

Offers integrated deployer tools and CI/CD pipelines designed specifically for streamlined edge-side tagging deployment and management.

Detailed Insights and Monitoring​

Offers granular insights into tag utilization, behavior, performance, errors, and more through extensive metrics and monitoring. This enables proactive optimization and debugging.

Audit Events​

Generates detailed audit events for tracking and compliance whenever a tag is accessed, deployed, or modified.

Robust Security​

Ensures secure execution of scripts and data transmission. It enforces strict isolation between scripts and provides robust data encryption.

Effective Third-Party Vendor Management​

Provides control and visibility into third-party scripts, ensuring only approved and necessary tags are running. This improves security and compliance.

Compliance with Regulations​

Helps you comply with various data privacy regulations like GDPR and CCPA through features like cookie consent, data control, and geographic script targeting.

Geographic Specificity​

Supports customization of tags or third-party vendors based on user location, important for geographic data privacy regulations.

Fault Tolerance and Resiliency​

Architected with redundancy and failover capabilities to minimize downtime. It is designed to handle issues via features like automated retries.