Adobe recently had a major upgrade to the Adobe Dynamic Tag Manager soft­ware – an even tighter inte­gra­tion with Adobe’s testing and target­ing toolset: Adobe Target. We’ve been looking forward to contin­ued inte­gra­tion of Adobe’s soft­ware plat­forms into DTM and this was yet another excit­ing one enhance­ment! Read below to learn about the changes, how you can make the most of them, and our expe­ri­ence deploy­ing them for our hundreds of Adobe DTM clients!

The Target tool is Adobe’s most power­ful way to enable data-driven market­ing on your site. As you prob­a­bly know, Adobe Target’s toolset grants its users the ability to do A/B..n and Multi­vari­ate Tests via targeted audi­ence segments. The inte­gra­tion with Adobe Analyt­ics through the Adobe Market­ing Cloud and Master Market­ing Profile has enabled an even more power­ful ability to have fully inte­grated data across your solu­tions. The Analyt­ics Archi­tects and Data Scien­tists at Search Discovery have been making the most of this inte­gra­tion by deploy­ing both toolsets via DTM for a while now, but we’re excited about the latest news from Adobe on the improved inte­gra­tion, here are the high­lights:

Native integration with Target

You can now access and deploy your mbox.js file directly from DTM. No need to down­load, copy, paste! Plus you can have the JS managed directly in DTM, which means 1‑click upgrades to the latest and great JS file!

Automatic timing

Since you’re working completely in Adobe’s Market­ing Cloud, the deliv­ery of content is contin­u­ous from request through to deploy­ment. DTM handles timing of content loads to guar­an­tee zero oppor­tu­nity for that nasty content flicker.

Global Target Mbox Parameters

If you’re looking to send extended data to Target (and why wouldn’t you be?) it’s as easy as click­ing and saving. All of your DTM Data Elements are avail­able to push to Target and can be set as Global Para­me­ters for your global Target mbox, which means the tool sends the data to Target with all requests used by Target Stan­dard. The goal of this new feature is to ensure data confi­dence across all your plat­forms without any JavaScript deploy­ment since the Data Elements are already built!

When you first launch DTM, you’ll notice the differ­ences in the Adobe Target tool config­u­ra­tion screen right away. Try to contain your excite­ment, here’s a screen­shot:

Adobe Target Tool - DTM

Note that you now have the ability to host the Mbox.js file right in DTM – which SDI highly recom­mends enabling. We’ve already deployed the new Target inte­gra­tion via DTM for several clients without issue. You do still have the ability to edit this JS by switch­ing to the Custom radio button.

Finally, here are some stan­dard Data Elements that we recom­mend making Global Mbox Para­me­ters. This will help guar­an­tee that your most impor­tant segmen­ta­tion data is sent to Target without an oppor­tu­nity to forget the next time you set up a new test.

  • Product Infor­ma­tion (Name, SKU, Price, etc)
  • Campaign Infor­ma­tion
  • Customer Segmen­ta­tion (Audi­ence, Demo­graph­ics, etc)


With all major changes to Adobe DTM, be sure to test in your staging envi­ron­ments and produc­tion envi­ron­ment using Search Discovery’s DTM Switch Chrome browser plugin.

Now go make the most of your Adobe Target feature set by deploy­ing to the Market­ing Stack with DTM!