What was Adobe Tag Manager? Let’s go back.

What was Adobe Tag Manager? Let’s go back.

I hear this question pretty frequently. There’s Adobe Analytics, Adobe Target, Adobe Audience Manager, Adobe Experience Manager, Google Tag Manager – certainly there MUST be an Adobe Tag Manager… right? Well, yes and no.

Adobe Tag Manager (ATM) (version 1) was the Adobe Marketing Cloud’s original tag management solution. This was when the management of tags was still in their infancy (relative). It was later upgraded to version 2 of ATM, which I’m told has been enough to warrant a distinction from version 1 overhaul! The interface looks something like AEM. The owners of this tool realized quickly that this product did not keep pace with the market. It was cumbersome and struggled by many accounts to really take off. Instead of building something new from the ground up, Adobe decided that the best course of action would be to look outside as they did with many of their products. Adobe acquired Search Discovery’s Satellite TMS in 2013. Adobe DTM was then renamed the Satellite.

This was the end of ATM.

Adobe has been working on a new extensible tag management platform, code-named Reactor, over the past 5 or 6 years. This was a ground-up design of a new system for tag management. Adobe used what Adobe DTM learned while building on its solid foundation as well. As it was, with the increasing volume and complexity of marketing tools and technology, Adobe DTM was unable to scale. This technology has been renamed Adobe Launch (well… it’s called Launch by Adobe Adobe Experience Platform Launch technically). Adobe DTM is now sunseting and replacing it with Adobe Launch which is a great thing.

Let’s review

  • Adobe Tag Manager v1 came first
  • It was replaced by AdobeTagManager v2
  • Further Adobe DTM overtook v2
  • Adobe Launch replaced Adobe DTM (which is being sunset in 2020)

And yes, Adobe has committed to sticking with this TMS indefinitely…

For most practitioners, when we hear someone say “Adobe Tag Manager”, some of us may raise an eyebrow; but most of us will just assume you’re referring to Adobe Launch. Hope this helps.

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