Brief: Multidisciplinary Tag Management Will Boost Your Digital Experience Delivery

Web browsers assemble pages from a growing number of third-party content sources, and third-party trackers measure aspects of the experience. This complexity slows experiences and fragments digital marketing efforts. Tag management solutions solve for this complexity, giving marketers control to implement targeting and tracking scripts. However, in many organizations, marketing's adoption of tag management acts as an end-run around traditional development release cycle bottlenecks. This may break the connection to the web team who knows the site architecture, taxonomy, and release cycle best. Application development and delivery (AD&D) professionals should adopt a collaborative approach with marketing, which can ensure a balance of freedom and control for both groups.