Survey measures tags from ads, analytics, email and social media firms.
Websites are juggling third-party tags from an average of 14 vendors, according to one survey.
The Econsultancy survey, done in association with enterprise tag management company Tealium, identified the three top challenges to tag management: cost/budget, limited understanding, and finding the right vendor.
Tracking tags are being used for an assortment of activities, such as audience measurement (e.g., comScore, Quantcast), ad targeting, remarketing and email services (e.g., Eloqua, ExactTarget, Responsys) and social (e.g., Facebook, Twitter, Pinterest). And as sites grow and become more complex, the more tags they add to their websites.
Tealium is among an emerging category of ad technology companies specializing in the management of third-party tags. BrightTag, another vendor, has been used by President Obama's reelection campaign to manage tags from ad partners, analytics firms, and social sites like Facebook and Twitter.
A total of 304 sites participated in the survey, which took place in April. Participants included Econsultancy members, partners, and others from social channels. Of those responding, 32 percent manage corporate websites, 27 percent generate direct e-commerce revenues, 23 percent generate leads, and 12 percent are in publishing/media.
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Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT