Adobe Announces General Availability of Adobe TagManager
New tag management tool gives digital marketers greater control over valuable data
Adobe announced the general availability of Adobe TagManager. It is a new enterprise-class tag management tool that provides greater control over digital data. Some of the benefits of the new tool are a rapid deployment of advertising and marketing technologies, a centralized management of tags, a simple and streamlined approval process, and a reduction of support needs.
Key benefits of TagManager include:
- Digital marketers no longer need to wait for code lockdown to lift in order to add or remove marketing technologies. Tags also need to be updated or changed as requirements change or deployment mistakes are identified, and marketers now have the freedom to make those changes much more quickly.
- The explosion of digital marketing channels such as social, video and mobile have led to a corresponding explosion in advertising and marketing technologies that utilize tags to capture anonymous audience data. TagManager serves as a central console simplifying the management of these tags.
- TagManager gives marketers greater control over the valuable data that third-party technologies gather and utilize on their behalf. For example, using TagManager, a digital marketer can schedule when a particular tag should stop gathering data or can remove the tag altogether, reducing data leak to inactive or former partner technologies.
- TagManager can perform full or partial-site scans in each deployment phase (development, stage, live) to identify tag errors, such as missing page code, or link errors that could lead to pages loading incorrectly or misleading analysis based on incomplete or incorrect data. This capability was formerly named Adobe DigitalPulse and has been folded into TagManager.
- With a three-stage workflow, TagManager allows agencies or systems integrators to 1) deploy tags in a development environment for testing and then 2) move them to a stage environment where the marketing and IT departments can review, test and approve the tags before they are 3) deployed live.
- The ease of adding, removing or updating tags within the TagManager console means that marketers need significantly less resources to support advertising and marketing technologies.
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