A ‘tag’ is essentially a piece of JavaScript or HTML code that is provided by publishers or advertiser to be called by the webpage’s source code. It’s the ‘tags’ that make ads appear on sites and allow companies to track whether the users have bought a product, filled in a lead form applied for a credit card, etc., as a result of clicking on an ad.
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This is the process of using expansive customer data to shape specific segments out of your audiences and pursue them with very distinct experiences. This can be extremely challenging to do, especially when the customer data exists in silos, separated from platforms that you use to engage with customers.