Tag management system

A tag management system is designed to help manage the lifecycle of e-marketing tags (sometimes referred to as tracking pixels or web beacons), which are used to integrate third-party software into digital properties.

Marketers rely on multiple third-party solutions to add functionality to web sites, video content, and mobile apps. Examples of such solutions include web analytics, campaign analytics, audience measurement, personalization, A/B testing, ad servers, retargeting, and conversion tracking.

Integration typically takes the form of adding a JavaScript code snippet to the content. At the most basic level, this poses maintenance, quality assurance, and performance challenges.

At the next level, because tags are the mechanism used to implement third-party solutions and to share data with them, by extension tag management is concerned with data management,data privacy, interoperability, governance and analytics issues.

Tag management systems replace these multiple tags with a single container tag and subsequently prioritize and "fire" individual tags as appropriate based on business rules, navigation events and known data.

Typical functionality includes testing environment (sandboxing), audit trail/version control, ability to A/B test different solutions, tag deduplication, and role-based access to data.

Typically cited benefits of tag management systems include:

...
Wikipedia