Adobe Experience Platform Tags

Tags in Adobe Experience Platform, formerly Adobe Experience Platform Launch, is Adobe's tag management capability, letting customers deploy and manage analytics, marketing and advertising tags through extensions installed from an app-store style catalogue, and offered to Experience Cloud customers as an included feature.

Being included rather than separately priced is the commercial fact that shapes the decision, because an organisation already on Experience Cloud is choosing between a capability it has paid for and one it would buy, which is a different comparison from evaluating two products on merit.

The extension model is the technical distinction and it is more governed than a free-form tag container. Vendors publish extensions that are installed and configured rather than pasted in as arbitrary JavaScript, which constrains what a marketer can break while making unsupported vendors harder to add.

The renaming from Launch is worth knowing when reading documentation or job descriptions, since a great deal of published material still refers to Launch and describes the same product, and Adobe has moved the capability under the Experience Platform data collection umbrella. Tags is included with Experience Cloud.