Adobe unveils dynamic tag management for Adobe marketing cloud

As marketing tools become more sophisticated, the technical aspects of installing and managing them can grow considerably"

News | by CIOL Bureau

COLOGNE, GERMANY: Adobe on Tuesday unveiled a new dynamic tag management capability for Adobe Marketing Cloud that dramatically speeds up the process for tagging content to be measured and optimized across Web properties. It integrates existing Adobe tag management capabilities with market-leading technology from the recent acquisition of satellite technology.

The new functionality provides marketers tremendous flexibility and control to quickly implement digital marketing strategies, while reducing IT dependence. Dynamic tag management supports both Adobe and non-Adobe tags. While currently available to all Adobe Marketing Cloud customers, in the future dynamic tag management will be extended to marketers using any digital marketing platform.

Dynamic tag management not only solves standard tag management problems such as code deployment, data management, and rule building, but also provides an intuitive capability that maps these activities directly to tailored marketing scenarios and user experiences. The functionality is substantially more robust than what is commonly known as a universal tag, which is essentially a tag container.

Dynamic tag management doesn't simply manage tags, it includes logic that determines what action should be taken on a page to measures the right data about a particular interaction. This approach makes it easier and more effective for marketers to develop digital marketing strategies and quickly implement them with minimal demand for IT resources. In addition, the new capability will dramatically speed up the deployment of Adobe Marketing Cloud solutions such as Adobe Analytics and Adobe Target.

Benefits to marketers

• Improved site speed - Optimize loading of multiple analytics and marketing tags, proven to slow page loads.

• Quicker implementations -Significantly reduced required tag implementation and deployment time.

• Increased efficiencies -Reclaim time that was spent managing analytics and media tags.

• Control and security - Develop and deploy tag strategies by collaborating with marketing, analysts and IT to recommend, test and deploy tags all within the new capability.

• Enhanced Flexibility - Quickly test and optimize tags without being bound by release cycles.

• Centralized tool management - Trigger many tags and technologies simultaneously, rather than creating separate rules for each one.

• Reduce costs - Minimize the need to use JavaScript-trained IT resources for all tag management activities.

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