In July, Adobe acquired tag management technology Satellite. Today, the company announced the integration of that capability into its marketing hub Adobe Marketing Cloud, which already includes such as Analytics, Target, Media Optimizer, Experience Manager and Social.
Like other tag management solutions, the Satellite technology consolidates tracking code for various analytics, advertising and marketing services. With a tag management just one piece of code can be placed on the site, speeding up loading times. The other added benefit of tag management is it simplifies the entire implementation process so marketers can control the tagging themselves without IT resources.
John Mellor, vice president of strategy and business development for Adobe Systems said in a statement. “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.”
Adobe’s new dynamic tag management solution also includes logic that determines what action should be taken on a page to measure the right data about a particular interaction. Jonathan Watts, director of web analytics for LiveNation said in a statement to Adobe, “Only Adobe’s dynamic tag management offering is able to handle the unique feature requests we have for our tag management solution. We require highly-flexible tags that can handle heavy modifications well beyond typical templates. We really like the ease of use as well as how it provides the flexibility to dictate when and why our tags fire.”
The new dynamic tag management supports both Adobe and non-Adobe tags and now available to all Adobe Marketing Cloud customers. What’s interesting and potentially big is the company says “in the future tag management will be extended to marketers using any digital marketing platform”. That puts it on course to compete directly with independent tag management solutions as well as with the likes of Google with its own tag management service and IBM, which just launched a single tag solution for its clients to share analytics data across a network of marketing and advertising services.