The new BrightTag take on tag management has got us excited at TagMan Inc, USA, where we live and breathe tags, page speed and passing data between all systems. Their new angle/positioning on tag management; data and privacy control is interesting for everyone.
It’s been great being the only agnostic tag platform for marketers and agencies for 3 years; but this new entrance from The BrightTag is good news for TagMan – and the industry.
Why? Because it proves there is a market ready for vendor agnostic “Tag Management” now in the USA. It means that Terence Kawaja’s chart (no matter how hard to pigeon hole a tech) – may have to consider a new box or top row. In it, could go TagMan, BrightTag and Tealium. Perhaps other great solutions such as Aggregate Knowledge and Demdex would float into it partly; but it would be a box and a market all the same. A Tag is a Tag is a Tag and all tags need managing, independently without being tied to an ulterior up-sell motive; no matter what the acronym being used and whether it is server-side or browser call, pixel or javascript. I can’t wait to hear what Terry would call the box, and therefore, the market.
If there is a market – and a box on a chart, it proves true that there is a consistent, genuine need. A genuine ‘need’ means a line item on a budget sheet. A line item on a budget means a thorough review of the differing systems, their heritage and experience.
In each experience, there is a very unique, client success story and specific problem that TagMan have solved over the years as our platform has evolved – with references and quotes to say same. All this, is experience that TagMan are happy to explain and pass on to future clients to save THEM time and $. Indeed, even ‘we’ are still evolving in product AND marketing. EG – I know that @erictpeterson is now bringing me round to the idea that ‘Universal Tag’ is not the correct wording either (a tag is a tag is a tag). Now there is a market forming, I can understand Eric’s thoughts in that area. (You should try to get to the Semphonic Xchange conference if you can)
What this means: Our experienced marketing, media and technology management , get to take the award winning market leader approach. We get to advise on questions that all advertisers and their agencies should ask of a tag based vendor/partner.
We get to discuss why, through trial and error – we settled on certain pricing models, certain script languages and certain interface and deployment methodologies. Because we have tried them all (ask us about freemium). We get to talk about our research in this area, the complete list of tags that run through us or integrate with us, why clients talk about us, and why industry bodies feature our clients.
The best of it all - we get to continue to focus on agnostically helping connect advertisers and agencies to technology vendors; without either falling over due to privacy or data challenges, because more people in our area of interest are helping to grow the market with us.