<s>
A	O
tag	B-Protocol
management	I-Protocol
system	I-Protocol
helps	O
manage	O
the	O
lifecycle	O
of	O
digital	O
marketing	O
tags	O
(	O
sometimes	O
referred	O
to	O
as	O
tracking	O
pixels	O
or	O
web	O
beacons	O
)	O
,	O
used	O
to	O
track	O
activity	O
on	O
digital	O
properties	O
,	O
such	O
as	O
websites	O
and	O
web	O
applications	O
.	O
</s>
<s>
As	O
tag	B-Protocol
management	I-Protocol
systems	I-Protocol
have	O
grown	O
in	O
sophistication	O
they	O
've	O
become	O
powerful	O
tools	O
to	O
manage	O
the	O
rich	O
data	O
coming	O
from	O
the	O
interactions	O
between	O
a	O
user	O
,	O
their	O
browser	O
and	O
one	O
or	O
more	O
digital	O
property/s	O
.	O
</s>
<s>
Such	O
tracking	O
data	O
can	O
support	O
web	O
analytics	O
,	O
campaign	O
analytics	O
,	O
audience	O
measurement	O
,	O
personalization	O
,	O
A/B	O
testing	O
,	O
ad	O
servers	O
,	O
behavioral	B-Protocol
retargeting	I-Protocol
,	O
and	O
conversion	O
tracking	O
.	O
</s>
<s>
The	O
main	O
advantages	O
of	O
a	O
tag	B-Protocol
management	I-Protocol
system	I-Protocol
is	O
that	O
it	O
allows	O
non-developer	O
types	O
to	O
action	O
a	O
multitude	O
of	O
different	O
tasks	O
on	O
a	O
website	O
or	O
application	O
whilst	O
improving	O
performance	O
by	O
reducing	O
written	O
code	O
.	O
</s>
<s>
The	O
tag	B-Protocol
management	I-Protocol
system	I-Protocol
is	O
then	O
accessed	O
separately	O
(	O
normally	O
via	O
a	O
website	O
)	O
to	O
prioritize	O
and	O
"	O
fire	O
"	O
individual	O
tags	O
as	O
appropriate	O
based	O
on	O
business	O
rules	O
,	O
navigation	O
events	O
and	O
known	O
data	O
.	O
</s>
<s>
Typically	O
cited	O
benefits	O
of	O
tag	B-Protocol
management	I-Protocol
systems	I-Protocol
include	O
:	O
</s>
<s>
Tag	B-Protocol
managers	I-Protocol
also	O
provide	O
another	O
layer	O
of	O
abstraction	O
for	O
managing	O
the	O
complexity	O
of	O
large	O
websites	O
.	O
</s>
<s>
Safe	O
preview	O
:	O
Some	O
tag	B-Protocol
managers	I-Protocol
,	O
such	O
as	O
Google	B-Application
Tag	B-Protocol
Manager	I-Protocol
and	O
Ensighten	O
,	O
include	O
a	O
preview	O
mode	O
which	O
allows	O
checking	O
for	O
formatting	O
and	O
security	O
issues	O
before	O
deploying	O
tags	O
to	O
production	O
.	O
</s>
