MediaCom Delivers Real-Time Tag Management, Deeper Analytics

Leading media agency helps a key client improve site performance, deploy tags instantly for agile marketing campaigns

CHICAGO – April 8, 2014 – MediaCom, one of the world’s leading media agencies, relies on BrightTag, a global leader in real-time cloud-based marketing technologies, to help a global automaker implement digital campaigns faster, improve the consumer experience online and achieve deeper levels of customer insights, BrightTag announced today.

After a review of several competing products, MediaCom selected BrightTag ONE™ Tag Management based on its unique Server-Direct technology and ability to support the collection of data at a very granular level. BrightTag Server-Direct enables clients to pass data directly from websites to marketing vendors, improving site speed and data quality.

“Managing Web analytics is a complicated challenge that often consumes too much time and attention,” said Priya Goel, Senior Analyst, Insights and Analytics, MediaCom. “BrightTag’s flexible, efficient platform enabled us to quickly solve this problem for one of our largest automotive industry clients. Instead of troubleshooting tags, we’re now able to focus on our core job of unlocking valuable customer insights for a key client.”

Tracking code placed on Web pages to measure site usage and effectiveness of digital campaigns has proliferated in number and complexity, creating a data management nightmare for agencies and brands. After choosing BrightTag to streamline and centralize the tag management process, MediaCom achieved the following outcomes for the automaker:

  • Real-time deployment of new tags on the automaker’s site enables the agency to instantly launch digital campaigns for increased marketing agility. Before BrightTag, time-to-market for new tags took six weeks or longer.
  • Improvements in the automaker’s website performance that shaved page-load times by nearly a full second, enhancing the customer experience online.
  • A 13-fold reduction in the volume of tags managed for the automaker.
  • Centralized tag management inside MediaCom. Previously, the job involved 17 agencies across two countries.
  • Next-day availability of website data reports, which previously required a one-week turnaround.

“Managing tags is a huge hassle for agencies, hindering the collection of meaningful customer insights that are the lifeblood of digital ad campaigns,” said Mike Sands, President and CEO, BrightTag. “We created BrightTag ONE to offer agencies such as MediaCom an easy-to-use solution that frees them from IT cycles and helps them deliver more impactful campaigns and deeper analytics to the brand advertisers they serve.”

To download a free copy of the case study, click here.

About BrightTag

BrightTag is a global leader in real-time cloud-based marketing technologies, powering thousands of brands and agencies. BrightTag empowers its clients to collect, connect and take smarter action on cross-channel customer data in real time, from websites and beyond – including mobile, social, email, ads, point-of-sale, CRM, call centers, kiosks and more. This enables brand marketers and agencies to deliver smarter, more relevant cross-channel marketing that improves engagement, conversion and loyalty. BrightTag’s platform facilitates billions of requests monthly, supporting top brands that generate more than $1.5 trillion in commerce, including Allstate, Audi, Crate & Barrel, JetBlue Airways, Starcom MediaVest Group, Starwood Hotels and Resorts, and many more. For more information, visit

Media contact

Carol Jouzaitis, VP of Marketing Content and Communications, BrightTag


Originally published April 08, 2014

Subscribe for Updates