For those of you that were not able to join the 2015 Adobe Sum­mit in Salt Lake City, you missed one hell of a sum­mit. Not only did Adobe have a record break­ing 7,000+ atten­dees, but we also learned about the accom­plish­ments of a near and dear tech­nol­o­gy with­in the Adobe Mar­ket­ing Cloud. On the main stage of the open­ing gen­er­al ses­sion, Brad Rencher, SVP and GM, Mar­ket­ing Cloud at Adobe announced that Adobe DTM is:

The most rapid­ly adopt­ed dig­i­tal mar­ket­ing tech­nol­o­gy we have ever offered.”

See the full open­ing keynote

As the cre­ators of Satel­lite, now renamed Adobe Dynam­ic Tag Man­age­ment, this announce­ment yet again val­i­dat­ed years of hard work cre­at­ing, pro­mot­ing, sell­ing to Adobe and now ser­vic­ing, one of the most impor­tant tech­nolo­gies in the dig­i­tal mar­ket­ing field. Adobe’s mis­sion to allow mar­keters to make their cam­paigns faster, smarter, and more per­son­al­ized when their data, soft­ware, and ser­vices are part of an inte­grat­ed suite has been well doc­u­ment­ed and rec­og­nized by indus­try lead­ers such as the 2014 For­rester Wave Report.

Sur­pris­ing­ly how­ev­er, there is still a lot of con­fu­sion in the world of tag man­age­ment. As the remain­ing stand alone TMS ven­dors try to dif­fer­en­ti­ate them­selves, piv­ot into DMP’s and pro­mote “build your own mar­ket­ing cloud” strate­gies (which have a mix of mer­it and BS. Ask us why.), there is a deaf­en­ing amount of noise to sift through. In the midst of that noise, Adobe DTM has been rapid­ly grow­ing and yield­ing suc­cess­es for its cus­tomers at an incred­i­ble rate, and here’s exact­ly why.

One of the most con­fus­ing aspects of tag man­age­ment is actu­al­ly under­stand­ing what it is and how it fits into your orga­ni­za­tion. It’s unfor­tu­nate, real­ly, that tag man­age­ment was ever named “tag man­age­ment,” because that is actu­al­ly a cart lead­ing the horse mind­set. When you step back to think about what tag­ging real­ly is, it’s about the actions hap­pen­ing across sites, apps, kiosks, and com­ing late in April, our watch­es. It’s these moments you are react­ing to with mar­ket­ing tools and tech­nolo­gies; it’s the moments that are dri­ving data col­lec­tion, tim­ing for dis­play­ing sur­veys, pop­ping chat mod­ules up, or decid­ing how, when and where to test or per­son­al­ize a mes­sage or expe­ri­ence.

When Adobe went to acquire a tech­nol­o­gy to aug­ment this space in their Mar­ket­ing Cloud offer­ing, they quick­ly real­ized that Satel­lite was built around this very view of mar­ket­ing. This mes­sag­ing can be seen going back 5 years in Satel­lite TMS pro­mo­tion­al videos.

We’ve always known that tag man­age­ment is so much more than just tags. You can see it in our mar­ket­ing mate­r­i­al from years ago.

It wasn’t real­ly a tag man­age­ment sys­tem accord­ing to the phi­los­o­phy of its design. In Adobe’s lan­guage, it was much more a “mil­lisec­ond man­age­ment sys­tem” (Adobe’s core, holis­tic strat­e­gy of the Mar­ket­ing Cloud is to help mar­keters react in just a few mil­lisec­onds to under­stand their audi­ence and deliv­er per­son­al, rel­e­vant, pro­duc­tive expe­ri­ences). Satellite’s use of rules that can under­stand inter­ac­tions, data, con­text, draw from 1st or 3rd par­ty data sources, and much more was the per­fect fit for their strat­e­gy.

And now, 18 months after the acqui­si­tion, the rest of the world seems to agree. Grow­ing from 30 cus­tomers to 2,000+ in 18 months is a clear sig­nal that a tool built to help mar­keters access crit­i­cal moments in time is the approach that is pre­ferred over the many tools built to cre­ate pre­fab­ri­cat­ed and over­ly-sta­t­ic “con­tain­ers” of tags that are deployed to pages.


Sim­i­lar­ly, Adobe’s acqui­si­tion of Neolane the same year reflects the con­sis­ten­cy in their strat­e­gy: Neolane, now Adobe Cam­paign, a best in class, rules dri­ven sys­tem (also a mil­lisec­ond-cen­tric idea) for out­lin­ing cus­tomer jour­neys, is anoth­er flame out of the same philo­soph­i­cal match­box. It’s a win­ning strat­e­gy, and it’s work­ing.

At Search Dis­cov­ery, we’re proud to be future thinkers. We’re proud to part­ner with brands like Adobe that are vision­ar­ies and want to help mar­keters suc­ceed through inno­v­a­tive approach­es. The acqui­si­tion of Satel­lite and its sub­se­quent suc­cess as Dynam­ic Tag Man­age­ment and the Acti­va­tion Core Ser­vice proves that both Search Dis­cov­ery and Adobe, the new home and cen­ter of its growth and excel­lence, are lead­ing the vision for this indus­try.