But while tag talk tends to induce yawning, its serious business. During its early trials with new tag management system TagScan, Adometry — which provides ad verification and campaign effectiveness services to players across the display ecosystem — discovered individual ad tags with tracking tools from 10 different vendors that created more than 20 cookies and slowed site load times by three seconds or more. Yikes.
TagScan, which is being released in limited private beta but will be in full production by the end of the year, offers publishers “unprecedented” visibility and control over third-party ad and web page tags, as well as the ability to develop and execute tag policies regarding data collectors, creative performance and privacy.
As Adometry has identified and categorized hundreds of companies involved with ad serving, tracking and targeting, TagScan proves an ad verifier can offer an effective tag management solution.
“Publishers have a right to monitor and control what vendors are running on their sites,” said Adometry CTO and cofounder John Dietz, “We feel that this offering very much compliments our advertiser-focused transparency and verification tools, and that the entire industry is better served by a more open and honest relationship between buyers and sellers.”