Browse Definitions :
Definition

tag management system

A tag management system (TMS) is software that can be used to manage tracking tags used in digital marketing. A tag is a short snippet of code that is added to a URL to collect data for analytics and digital marketing tools. A tag management system makes it possible for marketers and analysts to deploy and manage the tags on their site without relying wholly on IT.

Tags are the special headers on websites, tracking pixels used in advertisements and content that enables web analytics.

TMSs are used by marketers to manage digital marketing tags from various advertising services. TMSs serve to make changes to existing advertising services and between services easier and more agile. The systems manage tags for webpages, videos and apps. Real-time advertising is aided by TMS.

TMSs enable faster page loading performance and less complicated changes with less possible site outages. They allow changes to be made to tags such as trying a new service by simply adding the code snippet to the manager, setting rules and going live with the changes in as little as ten minutes without IT involvement.

Normally, changing from one ad tracking system to another or removing one of a number of used systems takes coordinated teams and the server updates can take weeks to complete. A tag management system replaces the tags used on a page with a container. Along with the tags themselves, the container code is used by tag managers to check rules in the software’s back-end for changes. Organizations looking into tag management should apply tag governance best practices together with a TMS. Website audits, specifically tag audits, are an important part of an effective tag governance strategy.

Top TMS vendors include Google Tag Manager, Tealium, Launch by Adobe, Qubit and Signal.

This was last updated in March 2019

Continue Reading About tag management system

Networking
  • CSU/DSU (Channel Service Unit/Data Service Unit)

    A CSU/DSU (Channel Service Unit/Data Service Unit) is a hardware device about the size of a modem. It converts a digital data ...

  • data streaming

    Data streaming is the continuous transfer of data from one or more sources at a steady, high speed for processing into specific ...

  • secure access service edge (SASE)

    Secure access service edge, also known as SASE and pronounced sassy, is a cloud architecture model that bundles network and ...

Security
CIO
HRSoftware
  • recruitment process outsourcing (RPO)

    Recruitment process outsourcing (RPO) is when an employer turns the responsibility of finding potential job candidates over to a ...

  • human resources (HR) generalist

    A human resources generalist is an HR professional who handles the daily responsibilities of talent management, employee ...

  • employee lifecycle

    The employee lifecycle is a human resources model that identifies the different stages a worker advances through in an ...

Customer Experience
  • Adobe Experience Platform

    Adobe Experience Platform is a suite of customer experience management (CXM) solutions from Adobe.

  • virtual assistant (AI assistant)

    A virtual assistant, also called an AI assistant or digital assistant, is an application program that understands natural ...

  • inbound marketing

    Inbound marketing is a strategy that focuses on attracting customers, or leads, via company-created internet content, thereby ...

Close