The tag-management space has heated up of late. BrightTag just hired Forrester analyst Joe Stanhope as its SVP of marketing, barely months after banking $27 million from Yahoo Japan. Conversely, on the marketing-platform side, Adobe acquired Satellite to bring dynamic tag-management capabilities to its digital marketing stack.
According to the CEO of a competing tag-management company, Qubit, tag managers represent a first-party data structure that breeds interoperability between multiple marketing systems and, in essence, acts as the data processor and "enabler" between them.
To put it simply, the tag manager allows a user or marketer to streamline all third-party tags placed on a site, as well as collect, manage and execute on data derived as a result of those tags.
TagMan works with a global customer base of 400, including such brands as Virgin America, Travelocity and Marriott. It calls its solution a tag-management, marketing-data and attribution platform.
Its acquirer, Ensighten, just closed a $40 million Series B round from Insight Venture Partners to expand development of its Agile Marketing Platform. Ensighten claims to work with customers that as a whole generate more than $1.9 trillion in revenues per year, including brands like Capital One, E-Trade and Sony Electronics.