The Programmatic Primer: Tag management in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to know: Tag Management

  • A tag is a script (usually JavaScript) placed on a page by a publisher or advertiser. It is nothing more than a computer program.
  • Tag management is a growing area. Tags are placed to track all kinds of activity on web pages, and can become unmanageable for website operations.
  • Tags are needed by publishers to track activity on their site, but they can also provide data to competitors. Tag management systems can control data leakage and make pages more responsive and reliable.