What is the Trusted Data Interchange (TDI)?
TDI is a tag management system (TMS): software that permits customers to easily manage data collection tags on their websites. We have built TDI to be the most fully featured free TMS available.
What are tags?
Operators of websites have business relationships with many companies that need to extract data from users visiting their digital properties. Examples include analytics companies that report on traffic patterns, ad networks that must serve ads tailored to a user’s characteristics, or social sharing widgets that must connect back to a user’s account.
The average website has more than 20 tags, with some websites having more than 100 tags. Without a TMS, all tags are loaded every time a web page is visited, whether or not the tags are applicable. Each tag must be separately inserted into the publisher’s webpage, tested to ensure it functions properly, and updated when new tag versions are available. The technology labor needed to support tags increases with the addition of each tag. Also, the size of the target web page also grows, leading to slower load times and higher rates of user abandonment.
How does TDI work?
Customers can use TDI’s web portal to create one or more containers and associate third-party tags with them. Once a container is created, the customer copies the 11-line container tag and embeds it in the web page. After this point, the customer will never need to insert any new code in the web page; all future changes can be completed from the TDI portal. Similarly, the customer can set up rules within the portal to govern the circumstances under which a tag is executed. No programming knowledge is needed for most rules, although more complex rules may require some technical background.
In the coming months, TDI also will permit customers to run reports on the activity of specific tags, such as what data they are examining and transmitted, as well as their cookie behavior. TDI also will permit users to manage their privacy policies through the portal and develop targeted user notices based on rules and geography. Finally, the system will provide a catalog of commonly used tags, which will speed implementation of new tags.