Adobe Gets Dynamic with Tag Management
Adobe recently released new dynamic tag management capabilities for its Adobe Marketing Cloud that the company suggests will speed up the process for tagging content that needs to be measured and optimized on websites.
The technology itself results from an acquisition Adobe made in July of 2013. Satellite, formerly part of interactive agency Search Discovery, will help Adobe's Marketing Cloud users consolidate code for different marketing and advertising services (as well as analytics) that are implemented by websites to monitor how content is being used.
Dynamic tag management is unique in that it not only solves standard tag management problems such as code deployment, data management, and rule building, but also provides the capabilities to map these activities directly to marketing scenarios and user experiences. The functionality is substantially more robust than what is commonly known as a universal tag, which is essentially nothing more than a tag container. Dynamic tag management essentially includes logic that determines what action should be taken on a page to measures the "right" data about a particular interaction, making it easier for marketers to develop digital marketing strategies and implement them without any IT support.
“As marketing tools become more sophisticated, the technical aspects of installing and managing them can grow considerably,” said John Mellor, vice president of strategy and business development, Adobe. “With dynamic tag management, we are making marketers’ day-to-day work easier and more effective by removing the pain from tagging content to be measured and optimized across industry solutions.”