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
  • network interface card (NIC)

    A network interface card (NIC) is a hardware component, typically a circuit board or chip, installed on a computer so it can ...

  • User Datagram Protocol (UDP)

    User Datagram Protocol (UDP) is a communications protocol primarily used to establish low-latency and loss-tolerating connections...

  • Telnet

    Telnet is a network protocol used to virtually access a computer and provide a two-way, collaborative and text-based ...

Security
  • advanced persistent threat (APT)

    An advanced persistent threat (APT) is a prolonged and targeted cyber attack in which an intruder gains access to a network and ...

  • Mitre ATT&CK framework

    The Mitre ATT&CK (pronounced miter attack) framework is a free, globally accessible knowledge base that describes the latest ...

  • timing attack

    A timing attack is a type of side-channel attack that exploits the amount of time a computer process runs to gain knowledge about...

CIO
HRSoftware
  • employee resource group (ERG)

    An employee resource group is a workplace club or more formally realized affinity group organized around a shared interest or ...

  • employee training and development

    Employee training and development is a set of activities and programs designed to enhance the knowledge, skills and abilities of ...

  • employee sentiment analysis

    Employee sentiment analysis is the use of natural language processing and other AI techniques to automatically analyze employee ...

Customer Experience
  • customer profiling

    Customer profiling is the detailed and systematic process of constructing a clear portrait of a company's ideal customer by ...

  • customer insight (consumer insight)

    Customer insight, also known as consumer insight, is the understanding and interpretation of customer data, behaviors and ...

  • buyer persona

    A buyer persona is a composite representation of a specific type of customer in a market segment.

Close