TagMan, Tealium CEOs Respond to Google Tag Manager Announcement

Written on
Oct 2, 2012 
Mike Daly  |

The launch of Google Tag Manager, which helps digital marketers more easily manage their Google-related products, has drawn reaction from interested parties.

Ali Behnam, CEO of Tealium, a leader in enterprise tag management, responded thusly:

  • Google’s entry into the space validates the tag management space, and verifies the growing demand for putting marketers in control of their mission-critical online solutions
  • Google Tag Manager is a nice product for small businesses that want to better manage their Google solutions, including Google Analytics.
  • However, Google is not an ideal option for enterprise web sites with complex needs, and that are using a wide array of digital marketing vendors, including competitive solutions such as Adobe SiteCatalyst.
“Google’s new tag management system gives small businesses the benefit of being able to better manage their website tags,” said Behnam. “We’re excited to see Google’s validation of the space and welcome their offering for small businesses. The solution provides businesses with limited requirements a suitable approach to managing Google and other small business tools.”

TagMan’s CEO, Jon Baron, weighed in as well.  According to Baron:
  • Like Google Analytics, Google Tag Manager will cater to long tail clients. Enterprise clients want enterprise software; that’s who invests in TagMan services.
  • Free Google Analytics did not impact Omniture’s enterprise customer base).
  • There are over 800 tag vendors in the world with multiple tags, Google currently support 5 tags, their own tags and 2 custom tags.
  • Unlike Google Tag Manager, TagMan has no ownership rights on data. TagMan believes the advertiser owns their data.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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