Browse Definitions :
Definition

tag management system

Contributor(s): Mattehw Haughn

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

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

What kind of content delivery services does your organization use to improve the web performance of increasingly complex dynamic content?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance as a service (CaaS)

    Compliance as a Service (CaaS) is a cloud service service level agreement (SLA) that specified how a managed service provider (...

  • data protection impact assessment (DPIA)

    A data protection impact assessment (DPIA) is a process designed to help organizations determine how data processing systems, ...

SearchSecurity

  • spyware

    Spyware is a type of malicious software -- or malware -- that is installed on a computing device without the end user's knowledge.

  • application whitelisting

    Application whitelisting is the practice of specifying an index of approved software applications or executable files that are ...

  • botnet

    A botnet is a collection of internet-connected devices, which may include PCs, servers, mobile devices and internet of things ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

  • DRAM (dynamic random access memory)

    Dynamic random access memory (DRAM) is a type of semiconductor memory that is typically used for the data or program code needed ...

  • RAID 10 (RAID 1+0)

    RAID 10, also known as RAID 1+0, is a RAID configuration that combines disk mirroring and disk striping to protect data.

  • PCIe SSD (PCIe solid-state drive)

    A PCIe SSD (PCIe solid-state drive) is a high-speed expansion card that attaches a computer to its peripherals.

Close