So Many Trackers, So Little Time

A Wall Street Journal study found an average of 64 tracking tools on the top 50 websites. In fact, there are so many of these files out there that a new company is winning business by helping sites keep track of the trackers.

TagMan, a start-up with offices in New York and London, gives website owners the ability to manage “tags” on their sites and was developed specifically to deal with the problem of having too many tags. Tags, also known as pixels and beacons, are bits of code that sit on a Web page and can collect data about a user’s browsing behavior.

Jon Baron, a co-founder of TagMan, says all this code can be a pain for website owners to insert. “You’ve got to pay some tech guy to go copy and paste all these different pieces of code for every single page,” he said. “The code might be different on each page. So you’ve got to feel for the people on the tech team who have to do this.”

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