Adobe has released Adobe TagManager, an enterprise-class tag management offering to bridge the needs of performance, security and data governance with the digital marketer’s desire to iterate, test and capitalise on emerging trends and technologies.
TagManager is designed to uphold strict corporate requirements around business-critical digital data collection and management, said the company.
Adobe TagManager include tags from offerings within the Adobe Digital Marketing Suite as well as third-party, tag-based marketing and advertising technologies which facilitates the rapid deployment of these technologies, eliminating the need to make changes to the code on a page.
TagManager rapidly deploys the advertising and marketing technologies and it serves as a central console simplifying the management of the tags.
With Adobe TagManager, marketers will have control over the data that third-party technologies gather and utilise on their behalf and also TagManager allows agencies or systems integrators to deploy tags in a development environment for testing, move them to a stage environment where the marketing and IT departments can review and to test and approve the tags before they are deployed live.
TagManager folds Adobe DigitalPulse in which TagManager can perform full or partial-site scans in each deployment phase to identify tag errors that could lead to pages loading incorrectly or misleading analysis based on incomplete or incorrect data.
Adobe Digital Marketing Business Unit Product Marketing vice-president Aseem Chandra said the pace of innovation today is fast and poses a real challenge to marketers to keep up with how quickly new and emerging digital channels become mainstream.
"TagManager helps digital marketers quickly gather and manage valuable data from these digital channels, gaining the insights they need to meet and exceed their customers’ expectations," said Chandra.