San Diego’s Tealium Unveils New System to Manage Tracking Code in Web Pages
Tealium co-founder Ali Behnam tells me their San Diego startup began three years ago as an IT consulting firm, and soon ran into a lot of clients who needed their help to address a variety of headaches associated with managing all the page tags on a company website. The tracking code that makes up these tags is part of the HTML markup at the top of a Web page, and typically connects the page with outside services, such as Web analytics.
As Tealium’s Behnam defines it, a tag is a piece of tracking code that’s added to a web page. Once a Web page has loaded, the tag executes a command that allows the tracking of the page by a digital marketing vendor.
Tealium says most enterprise-class websites (operated by corporations, government agencies, and other large organizations) are carrying between 20 and 30 vendor tags on their Web pages. This often messy and disorganized assortment can include … Next Page »