Adobe Tag Manager History | BCS

Adobe Tag Manager History

Adobe Launch Haran Huang 1 years ago (2020-02-12) 913 Views 0 Comments

Adobe acquired Omniture for $ 1.8 billion in 2009 and entered the digital marketing space.

Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. 

Since then, Adobe has a complete set of digital marketing solutions.

Adobe Tag Manager History

At the time of the acquisition, Omniture did not have a tag manager. It was not until 2011 that Adobe Tag Manager, or ATM, was released, after which it went through DTM and Launch.

Adobe Tag Manager(ATM)

Adobe Tag Manager History


In 2011, Adobe announced the release of Adobe Tag Manager for the Adobe Online Marketing Suite (OMS). Powered by Omniture. Some people also call this Adobe Tag Manager 1.0.

In 2012, Adobe announced the release of Adobe Tag Manager 2.0 for the Adobe Marketing Cloud,How Adobe TagManager Works introduces the 2.0 version.

Adobe Dynamic Tag Management (DTM)

Adobe Tag Manager History


In2013, Adobe Systems acquired Satellite TMS from Search Discovery and renamed Adobe Dynamic Tag Management to replace their existing tag management product.  


Dynamic Tag Management provides the following benefits:
  • Improved Site Speed: Optimize loading of multiple analytics and marketing tags, proven to slow page loads.
  • Quicker implementations: Significantly reduce deployment time.
  • Increased efficiencies: Reclaim substantial amounts of time spent managing analytics and media tags.
  • Control and security: Develop and deploy tag strategies by collaborating with marketing, analysts, and IT to recommend, test, and deploy tags within protocols and across systems all within the capability.
  • Enhanced flexibility: Quickly test and optimize tags without being bound by release cycles.
  • Centralized tool management: Trigger many tags and technologies simultaneously, rather than creating separate rules for each one.
  • Reduced costs: Minimize the need to use JavaScript-trained IT resources for tag management activities.

Key features

Dynamic Tag Management provides the following key features:
  • Unmatched rule-driven data collection
  • Site-centric rather than tag-centric user interface
  • Robust process and workflow management
  • Lightweight, meta-based library
  • Ability to host anywhere
  • Built-in collaborative tools
  • Management of multiple sites

Starting July 2019, DTM will no longer allow the creation of new properties. Next, in July 2020, DTM properties will enter a Read-Only mode, without the possibility to edit or create rules or data elements. Finally, starting December 31st, 2020, DTM will go dark.

Adobe Launch(Adobe Experience Cloud Launch)

Adobe Tag Manager History


In 2015, Adobe plans to develop the next generation of label management tools, which was built by the same team behind Dynamic Tag Management (DTM)

In 2017, Adobe on the release of Adobe Cloud Platform Launch, the next-generation of Adobe’s Dynamic Tag Management (DTM). Launch by Adobe will allow online businesses to consolidate and manage tags to make marketing activities more efficient, reduce cost and improve website performance.

In 2021, Adobe Launch completely replaces DTM.

Adobe Tag Manager History

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