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DIGITAL NEWS: Adobe unveils new dynamic tag management

Adobe has unveiled a new dynamic tag management capability for Adobe Marketing Cloud.

The tag aims to dramatically speed up the process for tagging content to be measured and optimised across web properties. It integrates existing Adobe tag management capabilities with market-leading technology from the recent acquisition of satellite technology.

The new functionality allows marketers 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.

John Mellor, vice president of strategy and business development Adobe said: “As marketing tools become more sophisticated, the technical aspects of installing and managing them can grow considerably.

“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 optimised across industry solutions.”

Meanwhile, Jonathan Watts, director of web analytics at LiveNation explains: “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.”

Benefits to marketers include:

  • Improved site speed: optimise 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.
  • Reduce costs: minimise the need to use JavaScript-trained IT resources for all tag management activities.