Adobe launches Launch, its next-gen tag management platform
The new offering lets third-party tool makers integrate their own features into the open platform.
Called Launch and built into the Adobe Cloud Platform, it is based on technology acquired when the tech giant bought a tag management technology called Satellite in 2013. Launch was announced as a beta release at Adobe Summit in March, and it’s now out in general release.
By contrast, Launch is a completely new, open platform designed so that third-party developers can create their own integrations called extensions, thus making whatever feature set they desire immediately available through the Launch platform for any of their subscribers.
In a blog post announcing this launch of Launch, Viray noted that the new platform is oriented around APIs so that external tool makers can develop their own extensions instead of “relying on the tag management vendor to do so.”
This is a differentiator from most other tag management providers, he told me, in that outside developers have access to Launch’s open source components for creating their own integrations. Additionally, he said, marketers can specify that certain kinds of data, like revenue, are captured the same way in different tools, and data can be shared between the external tools.
Launch extensions have been developed by Clicktale, DialogTech, Dun & Bradstreet, LinkedIn, PebblePost and TrustArc, among others.
Viray told me that, while Adobe will continue to support DTM and “won’t force customers” to upgrade, Launch does everything DTM does and more.