Adobe Tags
Adobe Tags refers to Adobe's modern tag management system within the Adobe Experience Platform (AEP), a powerful tool for deploying, managing, and updating marketing and analytics code (like JavaScript tags) on websites and apps, centralizing data collection, and powering personalized customer experiences through customizable extensions and rules. It evolved from older systems (like Adobe Launch/DTM) to offer greater flexibility, governance, and an open ecosystem for building custom integrations (extensions).
Adobe Tags Pros & Cons
Key strengths and limitations to consider
Strengths
- Unified tag management for Adobe ecosystem
- Visual rule builder interface
- Extensive extension marketplace
- Event forwarding capabilities
- Strong governance controls
Limitations
- Best value within Adobe ecosystem
- Licensing included with AEP only
- Learning curve from DTM migration
- Some extensions require additional cost
Ideal For
Who benefits most from Adobe Tags
Quick Analysis
Adobe Tags is the modern tag management system for Adobe Experience Platform. Standard choice for organizations in the Adobe ecosystem.
Adobe Experience Platform customers
Organizations using Adobe Analytics
Teams needing governed tag deployment
Sites migrating from DTM/Launch
Key Features
- Server-side tag deployment
- Tag performance monitoring
- Consent-aware tag firing
Popular Integrations
Adobe Tags works seamlessly with these tools:
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