tag management

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

This is the ninth in AdExchanger’s “Meet the CDPs” series. Read previous interviews with mParticle, Acquia-owned AgilOne, Amperity, Segment, ActionIQ, Lytics, Bluecore, Microsoft, Optimove, Adobe, Treasure Data and BlueConic. Evolving into a customer data platform was always part of the strategy for tag management vendor Tealium. But back in early 2012, when the company closed its $1.1 million […]

Women’s clothing retailer Bebe is rewiring the way it turns data into personalized offers for young, fashion-forward females on their devices of choice. Founded in 1998 and now operating more than 200 retail stores with 100 international franchisees, the company hired a chief digital officer, Erik Lautier, in January 2014 to improve conversions on Bebe’s […]

London-based ecommerce personalization tech company Qubit has raised $26 million in a Series B round led by new investor Accel Partners. Existing investors Balderton Capital and Salesforce Ventures also participated in the round, which brings Qubit’s total financing to $36.5 million to date. “Our new funding is for continued investment in R&D, and we have […]

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 […]

Tag management technology company BrightTag changed its name to Signal on Tuesday and rolled out an “Open Data Platform” for marketers to link disparate data collection sources such as CRM, email, DSPs and DMPs. This comes on the heels of a small acquisition the company made just days ago of Signal, an email and SMS marketing […]

After AOL’s and Google’s respective acquisitions of Convertro and Adometry, the space held by independent marketing attribution vendors immediately shrank. Remaining companies include Visual IQ, C3 Metrics, DataSong, DC Storm, and Encore Metrics. But what is the future of these attribution pure-plays as enterprise stacks invest in cross-channel technologies? “I see a complete collision course with […]

In recent months, Evidon has pushed to get more people to use Ghostery. As of Monday, everybody who uses Evidon will by default be using Ghostery, because the entire company is taking the name of its popular browser app. More specifically, Evidon will become Ghostery Enterprise. “We’re refocusing on the concept of transparency for everyone,” […]

Tag-management systems (TMS) are ripe for acquisition. Enterprise tech firms with data-management platforms (DMPs) have commonly incorporated them into their stacks, either by building their own or, like Adobe, by buying a start-up shop. But last week’s acquisition of TagMan by rival firm Ensighten was unusual in that it was a tag-management firm acquiring another […]

Enterprise tag-management company Ensighten has acquired UK- and New York-based tag manager TagMan for an undisclosed sum, AdExchanger has learned. TagMan confirmed the deal Tuesday. 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, […]

BrightTag’s name reflects its origins as a provider of tag-management technology, a tool that allows businesses to collect information within a Web browser. The issue today, of course, is that the flow of data transcends browsers, flooding across mobile handsets, tablets and increasingly connected devices like gaming consoles and smart TVs. This puts standalone tag-management […]

Traffic accidents are more orderly than the backend of most websites. At any given moment, a multitude of information fires off a page — information about who a visitor is, where she came from, her operating system or device profile, which ads are being served up, which videos are being played, etc. This has created […]

BrightTag’s Asia-Pacific expansion plans are brighter now that the company has added an additional $27 million in financing from investor and partner Yahoo Japan. Existing investors, including Baird Capital, EPIC Ventures, I2A Fund, Pritzker Group Venture Capital and TomorrowVentures also participated in the round; BrightTag raised $15 million in April 2012 and has more than […]

To Qubit, a London-based company founded by four former Googlers, proper optimization of Web technology deployments plays a critical role in the effectiveness of commerce experiences and online advertising. A range of publishers like the BBC and retail brands like Pandora rely on Qubit’s enterprise tag management product Opentag for digital marketing and other forms […]

As content, commerce and ads collide in digital, retailers are looking for ways to capitalize. For pet supply company Petco and its director of online marketing Jason Stuempfig, strategic plans included bringing tag management firm Tealium into the mix.  (Read the release.) Looking over the commerce landscape, Stuempfig says many retailers are becoming “content machines,” i.e. […]

Jeff Lunsford, CEO of Tealium, is no stranger to the business of tags. Back in 2002, Lunsford joined web analytics pioneer WebSideStory, which was one of the first, tag-based, web analytics providers that moved beyond log file analysis.    Today, with some of his WebSideStory team in place, Lunsford hopes that he can create a similar future […]

Laura Holmes, is the Google product manager in charge of her company’s conversion tracking products among other responsibilities and is part of the Google Analytics team.  Yesterday, Holmes announced on two Google blogs as well as at eMetrics, her company’s entry into the busy tag management space with Google Tag Manager – a new, free […]

Josh Manion is CEO of Ensighten, a tag management technology company. AdExchanger: Do you consider Ensighten a publisher side tag management company? Or do you consider some connection with the buy side as well? JM: If you were to categorize us in that framework, I would say we’re probably more publisher-focused… Some of our technology […]