Today, we have announced the pub­lic avail­abil­ity of our new offer­ing Adobe Tag­Man­ager. Let us tell you why we think this is exciting.

Tags” are every­where on the web. They are every­where on your site. When you want to try a new mar­ket­ing opti­miza­tion tech­nol­ogy from a ven­dor, you more than likely deploy a tag. When you want to stop using it, you need to remove that tag. When you want to mea­sure the suc­cess of your site or mar­ket­ing cam­paigns, you might need to aug­ment or mod­ify cur­rent tag­ging on a site. Thanks to dig­i­tal mar­ket­ing tech­nol­ogy ven­dors — well, like us — there is an ongo­ing chal­lenge in try­ing to deploy and main­tain a plethora of tags.

We feel your pain.

At Adobe, we offer a num­ber of prod­ucts that are enabled via “tags”. Tech­no­log­i­cally, that means that those prod­ucts oper­ate by embed­ding a <script> tag on your HTML pages that ref­er­ences a JavaScript library which per­forms some func­tion­al­ity to mea­sure or opti­mize site per­for­mance. Through these tech­nolo­gies, which we admit­tedly man­age under our one com­pany and orga­ni­za­tion, we feel the same pain as the broader mar­ket when get­ting them deployed and inte­grated. So, we decided to solve the problem.

With Adobe Tag­Man­ager, you can man­age all tag-enabled prod­ucts from the Adobe Dig­i­tal Mar­ket­ing Suite. But, of course, we didn’t stop there. You can man­age all the 3rd-party tags and cus­tom logic you need to as well! Each of these tags can be set to exe­cute under only cer­tain con­di­tions of the site or brows­ing ses­sion. Each tag can be sched­uled to turn on or off at cer­tain times.

Quite pos­si­bly the coolest thing about our offer­ing is the sim­plic­ity of deploy­ment for our exist­ing cus­tomers. We have been serv­ing dig­i­tal mar­ket­ing orga­ni­za­tions for a long time. Through that time, these orga­ni­za­tions have placed Site­Cat­a­lyst tags on bil­lions of pages across the web in order to effec­tively mea­sure suc­cess. The invest­ment made in that effort can now be lever­aged. The tag that is already present on those bil­lions of pages can be turned into a tag con­tainer to deploy other tags with only a sin­gle change per site. A Dig­i­tal Mar­ket­ing Suite cus­tomer can sim­ply update their s_code file and be using Tag­Man­ager imme­di­ately. Yes, yes — we know that this will take some inter­ac­tion with dif­fer­ent teams in your orga­ni­za­tion, but once done, the Tag­Man­ager will sim­plify your ongo­ing inter­ac­tion with those teams as you deploy and man­age more technologies.

So what is Tag­Man­ager? Its pretty sim­ple really. Tag­Man­ager con­sists of:

  • A “tag con­tainer” or JavaScript library that we host on behalf of our cus­tomers which con­tains con­fig­u­ra­tions for all tags that need to fire on a site. We host this con­tainer in 3 dif­fer­ent envi­ron­ments at all times — Dev, Stag­ing, and Live. These envi­ron­ments can be used by dif­fer­ent teams in your orga­ni­za­tion to facil­i­tate the hand­off between the dif­fer­ent par­ties involved in devel­op­ment, test­ing, and deployment.
  • An admin­is­tra­tive user inter­face where you can man­age the con­fig­u­ra­tions of each tag in the container.
  • Full tag audit­ing func­tion­al­ity pro­vided by what you prob­a­bly have come to know as our Dig­i­talPulse product.

Once in place, Tag­Man­ager can greatly improve your mar­ket­ing organization’s agility as well as effi­cacy. By being able to deploy tech­nolo­gies more rapidly and man­age them more effec­tively, you can try the newest tech­nolo­gies while only keep­ing the best ones active and ensure that your data is hygienic.

We see this as a foun­da­tional build­ing block for all dig­i­tal mar­ket­ing activ­i­ties. We see great oppor­tu­nity in enabling our cus­tomers on this plat­form. We have a strong roadmap for how this prod­uct will delight and sur­prise you as it evolves with you and your orga­ni­za­tion. We are excited to have you use Adobe Tag­Man­ager and get your feedback.

We are look­ing for­ward to help­ing to make your mar­ket­ing more agile, your job eas­ier, and your life a lit­tle less stressful.

Please feel free to check out our full prod­uct descrip­tion here: http://​www​.omni​ture​.com/​e​n​/​p​r​o​d​u​c​t​s​/​p​l​a​t​f​o​r​m​/​t​a​g​-​m​a​n​a​ger

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