Study: Websites Managing Average of 14 Third-Party Tags
Survey measures tags from ads, analytics, email and social media firms.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceAfter testing over 30K image and video ads over the past year, Consumer Acquisition's Brian Bowman provides some interesting insights into how Faceboo...
View articleDuring a WHOSAY event, Chase CMO Kristin Lemkau discussed the bank's future as more of its own media company, as well as the evolution of the ad unit ...
View articleMarketers are increasingly prioritizing digital, which is expected to account for one-third of 2017's ad spend. However, there are serious issues with...
View articleFacebook has announced that it is planning to withdraw the ability to boost a list of post types from its available ad formats, as they didn’t seem to...
View articleWe all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs). It’s too good an opportunity to ignore in ...
View articlePreviously available exclusively to some of its biggest ad clients, Facebook will soon make Advanced Measurement available to all advertisers through ...
View articleLast week, PageFair released its 2017 Adblock Report, and the news was not good for publishers and advertisers. Read More...
View articleAs it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat. Read M...
View article