Google Publisher Tags and Tag Management Solutions

Published by: Chris Evans , Racing Post, uk
Published on: July 17, 2014

Hi all,

Quick question - wondering if any publishers out there are using a tag management solution to deliver their DFP Google Publisher Tags?

The three tier nature of the ad-tag (the library call, construct and ad-call) would suggest that a typical tag management solution wouldn't work. We currently have an in-house CMS that allows me to change ad-tags, however, my tech team are proposing removing this, and thus I need a way to replace ad-tags on my terms, rather than hard-coding them.

The agency that manage our DFP account have suggested avoiding tag management solutions to power this - even Google's own tag management solution doesn't appear to support the GPT?

Any thoughts?



Where did you end up with this situation. I'm a publisher, too, looking to go beyond hard coded tags that need our dev team to get involved. I've identified the following vendors:

1. Google Tag Manager (container tag)
2. Adobe Tag Container
3. Tealium (container tag, CDN, digital data distribution, Media & Pub)
4. Ensighten (tag delivery network, enterprise)
5. Tagman (container tag, marketing data, attribution)
6. Tag Commander (attribution management, huge Euro clients)
7. Brighttag/Signal

We're still using synchronous tags with DFP, which Google Tag Manager does not support -

Your thoughts would be much appreciated.

Rocket Fuel