One thing to note about mobile apps is that instead of using a master tag from the tag management provider, they leverage a library that serves the same essential purpose. Companies are using tag management to control and manage their customer data and MarTech vendors across web, mobile, IoT, and connected devices. Tag management has moved rapidly to help manage tags and data outside of the traditional website. Scott Brinker, Tag Management Extends Beyond the Website And third, the advancement of marketing technology platforms and middleware - including tag management - is making it easier for marketers to put these pieces together in a cohesive marketing stack, tailored to their business.” Second, marketing technology vendors are doing a tremendous job of innovating solutions that address those needs and desires and inspire new possibilities. ![]() First, marketers have an incredibly diverse set of needs and desires in their digital marketing programs. “The explosion of marketing technologies is the perfect storm of three things. Tag management helps organizations strategically manage their data foundation and streamline tag deployments, which previously required ongoing IT assistance to support. Tag management systems emerged in the late 2000s to address challenges posed by the explosive growth in digital marketing solutions, now exceeding 8,000, according to, a leading authority on marketing technology. Nevertheless, that is how the industry evolved, and the name stuck, although it is quickly becoming part of a larger data conversation. Tags are a means to collect and move data between a website or mobile app session, and the technology vendor. ![]() Tag management is not related to any of those. What Tag Management is NOT Tag management is not the most exciting name for a crucial technology, often being confused with blog tags, tag clouds or search engine meta tags. ![]() Using a TMS is integral to providing a foundation for your organization’s data collection and governance needs while helping to drive better customer experiences. WHAT IS TAG MANAGEMENT? A tag management system (TMS) makes it simple for users to implement, manage, and maintain tags on their digital properties with an easy to use web interface. In addition to supporting your digital marketing efforts, these ‘tags’ collect unique visitor behavior information. A tag, sometimes called a pixel, is a piece of JavaScript code that most Martech vendors require users to integrate into their web and mobile sites to perform a task such as advertising, live chat, and product recommendations.
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