Tealium became the latest tag management system (TMS) provider to pivot away from pure play TMS on Wednesday when it released a tool designed to help companies link their various standalone marketing technologies.
This puts Tealium on the same path as other TMS providers (like BrightTag, which renamed itself Signal and rolled out an Open Data Platform on Tuesday) positioning their technology as a neutral data layer that connects marketing tools from different vendors, making them operable together.
“TMS as a category belies the value of these tools,” said Andrew Jones, industry analyst at Altimeter Group. “Yes, it speaks to their original value proposition of making it easier to manage and implement tags and that’s not going away. But the ability to sense customer behaviors in real time, and to act on them…is why we’re seeing a shift in emphasis.”
Qubit, another company that could be classified as a tag manager, rolled out recently a suite of “digital intelligence” apps and now positions its technology as a Digital Experience Management (DXM) platform. In an interview with AdExchanger, the company said it has “built a technology stack that’s focused on driving incremental revenue by improving metrics,” combining Web and mobile analytics, A/B testing and personalization.