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.
The growth of adblocker usage is one of the major problems affecting publishers today, as it has the potential to cut into ... read more
Marketers have their work cut out for them as consumers globally continue to employ ad blockers in their defence against online advertising, a report from HubSpot shows.
Marketers around the world are increasingly tapping into the power of programmatic for their digital marketing and advertising efforts, including: display, video, ... read more