Products are quickly coming on the market to fill the perceived gaps within the digital marketing space. Several such projects help marketers tag and code pixel information, such as resources that helps consolidate all the various pixels on a website into a single tag. This one tag captures all the information that is needed for all the different marketing campaigns. While this service is useful, relying on a private company to provide it may come with hidden costs. As if often the case, Google provides a better solution.
What is Smart Tag Management?
Pixel tags can be deployed to replace hundreds of cluttered pixels and cut down on source requirements. They can be used on any web page, environment or site. The tags take the place of individual pixels, and capture and pass the data to, in the case of a private provider, the provider’s programmatic marketing platform. This information is then stored in a DMP and is used in paid campaigns via a DSP.
Why Does This Sound Familiar?
If this sounds familiar, it should. Google Tag Manager, which has been around for a number of years, does the exact same thing – and for free. Besides offering the same service, alternative tagging resources are run by programmatic marketing companies. This means that a marketer may be giving a company access to data that the marketer doesn’t want them to have.
To avoid this, marketers would certainly have to read the fine print to ensure that first-party proprietary data isn’t being used by or shared with other companies. Oftentimes, this information is buried deep within agreements. Marketers don’t realize that they may be turning over important campaign data to be used on other company’s campaigns – even competitors.
To be safe, marketers would have to make sure that data is deleted from the DMP and cannot be used for other company’s campaigns.
Why Use Google Tag Manager?
As mentioned earlier, Google Tag Manager is completely free. In addition, Google doesn’t directly use marketers’ first-party data. Between your platform options, Google Tag Manager is much safer than other private provider tagging services. Unless marketers are willing to do a lot of legwork before and after signing up, they should stick with Google.