Performance considerations for 3rd party tags

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How Tag Management Mitigates Risks and Improves Site Performance

Performance Considerations for 3rd Party Tags!

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What’s a Tag?!

JavaScript / HTML snippets used to provide 3rd party functionality and / or data collection.

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More Tags, as Martech and Adtech Grows!

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Now 1,876 companies

Up from 947 in 2014

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How Tags Work!

The browser contains a wealth of valuable

interaction and visitor data.

JavaScript is used to generate and bundle data to send back to a server.

An image request is the most common way to send

data back to a server.

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Tags Come in Many Flavors!

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<!-- Begin comScore Tag --><script type="text/javascript">

document.write(unescape("%3Cscript src='" + (document.location.protocol == "https:" ? "https://sb" : "http://b") + ".scorecardresearch.com/beacon.js' %3E%3C/script%3E"));</script><script type="text/javascript"> var comscore_data = { c1:2, c2:6723616, c3:"", c4:"", c5:"front", c6:"", c15:"", options: { url_append: "comscorekw=front" } } COMSCORE.beacon(comscore_data);</script><noscript><img src="http://b.scorecardresearch.com/p?c1=2&c2=6723616&c3=&c4=&c5=front&c6=&c15=&cj=1" /></noscript><!-- End comScore Tag -->

<script type="text/javascript" src="http://www.googleadservices.com/pagead/conversion_async.js" charset="utf-8"></script>

Simple conversion tracking More complex analytics Very detailed commerce analytics

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Challenges to IT Groups!¡ Tags often require implementation on a large portion

of the site. ¡ Many sites have a combination of technologies

serving content / functionality requiring many groups and layers of approval.

¡ Some services update their tags to implement new features or collect new data.

¡ JavaScript expertise is often in scarce supply. 6

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What Can Go Wrong?!¡  The JavaScript could be written in a way that requires full

completion before finishing a page load. ¡  Tags could make image requests to low performance or

congested infrastructure. ¡  Image requests may chain other image requests which may

also have performance problems. ¡  DNS or Server data requests in the tag could add up to high

latency, especially in some geographies or times of high congestion.

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With Tealium iQ Tag Management!A few lines of code are added to each page. Anyone in your organization can manage all your tags from a simple and centralized web interface. Now tags load from the cloud and only load when needed.

Without Tag Management!Each tag must be hand coded into each page of the site. Adding new tags and removing old tags can be resource intensive and tags can slow your site down.

How Tag Management Works!

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The Tag Management Prime Directive!

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“Avoid synchronous (blocking) tags - The user experience comes first”

Synchronous tag loading Asynchronous tag loading

Vs.

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The Performance Benefits of TMS!¡  Tags are maintained by experts and

QA’d frequently. ¡  Tags are compressed and served from

high performance CDN networks. ¡  Only load tags when they are needed. ¡  Tags are served in a way that maintains

a strong user experience.

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