Tracking the activity of web and mobile users has become increasingly important because browser interactions have become the front end of more customer interaction activity. A recently proposed standard from the W3C Community Group is an important step forward in introducing an object-oriented (OO) approach to managing marketing tags.
Other stakeholders, such as digital marketing professionals, often lack expertise in developing or reviewing OO-based tags. Based on our extensive hands-on experience with the data layer, including helping pioneer the concept in 2010 as part of our enterprise tag management solution, Tealium believes that a simplified key-value-pair approach is far more accessible to marketers and analysts and more easily verified by auditors and other key stakeholders. We believe this key-value-pair approach should be considered along with the current W3C data layer specification.