Gartner Research

How to Choose a Provider for Tag Management

Published: 23 December 2013

ID: G00255369

Analyst(s): Martin Kihn, Andrew Frank

Summary

Tag management systems are rapidly evolving into a key conduit in the digital marketers' data distribution pipeline. Find the TMS provider that meets your needs by following these four steps.

Table Of Contents

Analysis

  • Understand What TMS Applications Do
  • Survey the Differences Among Providers
  • Determine Your Company's Data-Distribution Needs
  • Choose a Provider That Meets Your Needs
    • Big Three Marketing Suites —— Adobe, IBM and Google
    • BrightTag
    • Ensighten
    • Qubit
    • Relay42
    • TagMan
    • Tealium
    • ValueClick
    • [x+1]
    • Other Providers
  • What to Do Next

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.