Tag management system tag management systeme-marketing tags, which are used to integrate third-party software into digital properties .Functionality tags are used to add functionality to web sites , video content , and mobile apps . Such functionality can include web analytics , campaign analytics , audience measurement , personalization, A/B testing , ad servers , behavioral retargeting , and conversion tracking .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, audit trail and version control , ability to A/B test different solutions, tag deduplication, and role-based access to data.Benefits Typically cited benefits of tag management systems include: Agility: Reduced reliance on technical resources and reduced dependency on IT cycles confers greater agility to business users. Performance: Reduced page load times thanks to asynchronous tag loading, conditional tag loading and tag timeout functionality. Cost savings: Ability to deduplicate tags used to attribute commission. Data control: Ability to control data leakage to third-parties and comply with data privacy legislation. Tag managers also provide another layer of abstraction for managing the complexity of large websites. Safe preview: Some tag managers, such as Google Tag Manager , include a preview mode which allows checking for formatting and security issues before deploying tags to production .Notable providers Adobe Ensighten Google IBM Salesforce Tealium
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