LONDON, Adobe Omniture Summit EMEA 2011 - Adobe Systems Incorporated today announced Adobe Tag Manager for the Adobe Online Marketing Suite, powered by Omniture. This new solution provides a tag management framework for the entire Adobe Online Marketing Suite as well as for other digital marketing technologies.

Capturing anonymous audience data is typically done using a tag (a small piece of JavaScript or HTML image call) placed in a piece of content or on a Web page. Various applications for capturing and taking action on analytics data usually require their own tags. The process of implementing and maintaining separate tags on a Web page and across partners such as analytics providers, site and content optimization vendors, ad servers, ad networks, affiliate networks and audience measurement firms often requires significant technical skills to implement or change and can become costly, time consuming and error prone.

Adobe Tag Manager solves these industry problems with a tag management framework that serves as a tag container, housing the tags that an Adobe customer may require, including all Online Marketing Suite tags and third-party tags. While some customers may deploy a new standalone tag container, Adobe SiteCatalyst customers can deploy the tag container without having to change their existing SiteCatalyst page tag. This simplicity accelerates time to deployment versus standalone tag management products, which require more significant changes and resources to implement.

The tags within the container are managed through an administrative user interface where the customer can insert or remove tags (from Adobe or other partners) without making changes to a website. The ability to rapidly add and remove tags combined with common techniques to conditionally fire or timeout tags gives advertisers and publishers more control over their valuable data and helps manage pages for fast loading.

"With Adobe Tag Manager, digital marketers can more quickly deploy or experiment with new technologies and partners because we've removed the primary challenges of adding or removing tags from their Web pages," said Brad Rencher, vice president and general manager, Omniture Business Unit, Adobe. "Our existing customers can adopt this new framework immediately by turning their SiteCatalyst tag into a container through which other tags can be managed. This level of simplicity and control will help our customers respond quickly to market changes and shifting customer needs, which can positively impact revenue."

A recent report by Forrester Research Inc. encourages the use of tag management systems to reign in Web measurement chaos. "Customer Intelligence professionals have a tag management problem. JavaScript tags are omnipresent on websites, supporting a wide variety of analytics, marketing, and technical services. But implementing and maintaining tags is a constant battle, and in many cases the tags are winning, putting marketing, measurement, and site effectiveness at risk. Firms should conduct a website tag audit to determine whether tag management is a significant risk factor. In the case of complex websites or those with an extensive tag footprint, investing in a tag management system yields multiple benefits based on efficient processes and accurate tracking." (Forrester Research, "How Tag Management Improves Web Intelligence", Dec. 22, 2010)

Adobe customers can use Adobe Tag Manager in conjunction with Adobe DigitalPulse to further ensure that online analytics and reporting are complete and accurate. DigitalPulse scans a website and helps online marketing professionals identify missing or incorrectly configured tags and broken links. Without a solution like DigitalPulse, discovering tagging or link-level errors would be an especially time-consuming manual task.

Adobe Tag Manager also enhances Adobe Genesis, which automates the integration of partner solutions with the Adobe Online Marketing Suite. Adobe Genesis partners will be able to leverage the tag management solution to deploy product integrations without complex or time-consuming page code updates, thus accelerating time-to-value for mutual customers.

The Adobe Tag Manager beta will be available in mid-June and additional features and capabilities will be introduced in the coming months. For more information, customers should contact their Adobe account manager.