Update time: December 18, 2025
The term “Adobe Tag Manager” has referred to different products over time.
It began as Adobe’s first tag management solution, later evolved into Dynamic Tag Management (DTM), and is now known as Adobe Launch.
Adobe Tag Manager（ATM）
Adobe Tag Manager (ATM) was Adobe’s first tag management solution. The logo is as follows:
There are two versions：
- Adobe Tag Manager 1.0 was released in 2011 as part of the Adobe Online Marketing Suite(OMS)
- Adobe Tag Manager 2.0 was released in 2012 as part of the Adobe Marketing Cloud.
ATM was not widely adopted. As digital tracking requirements became more complex, Adobe eventually retired Adobe Tag Manager.
Adobe Dynamic Tag Management （DTM）
Adobe’s second-generation tag management tool was Adobe Dynamic Tag Management（DTM). The logo is as follows:
In 2013, Adobe acquired Satellite TMS from Search Discovery and rebranded it as DTM, replacing Adobe Tag Manager. DTM quickly became Adobe’s primary tag management solution, offering significantly improved flexibility, rule-based logic, and data handling. It gained wide adoption among Adobe Analytics customers.
In 2021, DTM was officially discontinued.
Adobe Launch
Adobe’s third-generation tag management tool is called Adobe Launch（also referred to as Adobe Tags）. The logo is as follows:
In 2015, the DTM team began developing the next-generation TMS. A beta version of Adobe Cloud Platform Launch was released in 2017 to streamline tag management. The official version launched in 2019.
Currently, Adobe Launch is Adobe’s active tag management tool.
