Posts tagged with Bright Tag

JUMP feature: The new CMO must be a data CMO

For our fifth JUMP interview, we had a chance to speak with Mike Sands, president and CEO of BrightTag, who will at the JUMP conference on January 30, 2013 in New York. 

Before Mike Sands joined BrightTag, he was part of the founding team at Orbitz acting as both CMO and COO until they were acquired. In an earlier position, Sands was what he called a rebel at GM when he fought to spend 2% of the budget online, around the time with you could, in his words, literally buy the internet by getting banner ads on hotwire.com.

Unfortunately those early days are gone, and now sites are bogged down by miscellaneous code and third party script as marketers try to be smart about advertising online. This has brought about the new future of tag management including companies such as BrightTag who are trying to improve the safety, security and speed of ecommerce sites today.

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IAB announces new site tagging best practice: the experts' view

The IAB recently called for feedback on a newly released best practice guide for site tagging. This is a new area of comment for the IAB but a much needed one. They are aiming to form this guide to eliminate risk, improve site performance and protect site owners and advertisers from any privacy and security issues that can arise from poor tag management.

Tagging is a fundamental element of the heavily data-driven interactive advertising ecosystem without which it would not continue to thrive,” said Steve Sullivan, Vice President, Advertising Technology, IAB. “To better meet the needs of publishers, advertisers, marketers and consumers, we must not only take account of the ongoing value of site tagging, but more fully understand the operational challenges presented by site tagging’s increasingly prolific use.”

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