In this ever-changing landscape of paid media channels available for purchase, it is critical for marketers to test new vendors rapidly and with limited impact in day-to-day operations. Having the right paid media mix means having the right vendor mix, and a TMS can offer that flexibility. Take for example the explosion of social network paid media, the evolving display remarketing space and mobile ad networks. It’s no secret that marketers who are first able to test these new media channels usually have a leg up on the competition. Those first movers gain valuable insight into the workings of the market, enabling them to optimize and build account history before the bulk of the competition heats up. For anyone in today’s age of revenue-driven marketing, this translates directly into increased ROI.
Tag management is uniquely positioned to enable marketers to test and adopt new digital media strategies much more efficiently. Let’s explain with a scenario in which an organization decides to test a new media channel: In this case, Facebook Exchange (FBX). To test this new media channel, the organization will want to run a proof of concept (POC) with two short-listed vendors for a period of time, compare the results and then finally deploy the winning vendor with a full-budget campaign.