There are many Tag Management providers. They are usually categorised as free or paid-for solutions.
And remember that “free” tools may still require skill, time and effort to configure.
Brands generally use one of the following four solutions:
Tealium iQ (paid for)
Tealium is regarded by many as providing the market leading TMS. It has the best user interface, highest number of supported marketing tags, most features and is the easiest to use.
Plus, Tealium has great complimentary tools to help you connect data across teams, vendors and touchpoints in real-time which can power personalisation, retargeting and advanced reporting.
In our opinion, Tealium iQ is the best tool for deploying Adobe Analytics (which is the most complex tag).
Ensighten (paid for)
A similarly comprehensive TMS but one that requires more coding expertise. Which may or may not be an issue, and could slow down your implementation.
Google Tag Manager (free)
Also known as “GTM”, Google Tag Manager is the most popular solution worldwide.
It is lacking certain features, and vendor support is from a large community of end users rather than Google.
But it’s a very capable product and if you just want to deploy Google Analytics, it would be a sensible choice.
Adobe Launch (free with Adobe Analytics)
A new offering from Summer 2017, Adobe Launch has been built from scratch with a lot of focus on open APIs and a tag market place where developers can create their own solutions.
The functionality of Adobe Launch will be largely similar to its predecessor, Adobe Dynamic Tag Manager (“DTM”), but with greater control over how and when tags fire.
It looks like a good product but our expectation is that the client-base will be limited. This is because Adobe Analytics customers will continue to pay for Tealium or Ensighten to secure the best solution.