The implications of data privacy laws: tag management essential?

Our CEO and founder Paul Cook – in his regular contribution to – has put the case that, given data privacy laws mean multiple privacy choices by users across different providers, then tag management no longer looks valuable, but essential.

In short, the fact is that all tag owners – analytics, email, affiliates, ad servers, search providers – need to use cookies to register whether any given visitor to a client site has opted in or out of their tracking and so be able to fire tags accordingly. These permissions need to be housed in a central system in order to work and an advanced tag management system is the only way to cope.

Read his view on the implications of the data privacy laws for online marketers at

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