Digital marketing hub [x+1] has acquired UberTags, a tag management company, to expand its services as a data management provider. The integration aims to allow marketers to better manage digital operations, improve Web site performance and support attribution services more accurately.
UberTags CEO Jeremy Bieger will join [x+1] as vice president of client solutions. John Nardone, [x+1] CEO, said technology will give clients the means to manage tag deployment for multiple media.
The UberTags management system can support data collection and outbound decisions, based on technology that creates an intuitive system. They are deployed on hundreds of brand sites, such as Sony, The Limited and Cigna.
Search marketers developing multichannel and cross-media campaigns continue to give more thought to tag management systems, especially when it comes to targeting and retargeting campaigns. During a recent SEMPO L.A. meeting at Google in Venice, Calif., Dave Roth, VP of performance and social marketing at Realtor.com, a Move company, said he keeps giving pixels to the Web team to put in places. He recommends that search marketers consider tag management systems if they are using multiple networks to run campaigns.
Tag management will become more important as brands increase their use of cross-channel campaigns across screens and media. For example, Microsoft can track conversion funnels when users are signed into Windows Live, which is akin to cross-device tracking by Google. Eventually, Microsoft as well as Google will have the ability to accurately retarget across multiple devices. The platforms will not rely so much on the device for targeting, but rather the content and the context.
Magnetic CEO James Green said that cross-channel retargeting doesn't work today -- but it will. "The industry will have one digital infrastructure," he said.