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Adobe launches Launch, its next-gen tag management platform

Published on by Barry Levine on martechtoday.com
Adobe is out this week with its next-generation tag management platform. Called Launch and built into the Adobe Cloud Platform, it is based on technology acquired when the tech giant bought a tag management technology called Satellite in 2013. Launch was announced as a beta release at Adobe Summit in March, and it’s now out in general release. Adobe Product Marketing Manager Jon Viray told me that the previous Adobe tag management offering, called Dynamic Tag Management or DTM, is primarily designed for providing page tags for Adobe’s tools. Users could integrate third-party marketing tools into DTM by adding the necessary JavaScript, he said, but they couldn’t easily add much functionality.

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