Ensighten Tag Delivery Network. Advanced Infrastructure for Enterprise-Class Tag Management

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1 Ensighten Tag Delivery Network Advanced Infrastructure for Enterprise-Class Tag Management

2 Limitless scalability for the enterprise, with vastly improved page loading results and digital touch-point performance. Ensighten Tag Delivery Network (TDN) is the cloud-based, Hybrid-Tagging infrastructure that powers the Ensighten Agile Marketing Platform (AMP), the foundational open platform that integrates applications from Ensighten s growing partner ecosystem. Ensighten TDN is the delivery backbone for Ensighten s tag management, data ownership and activation, attribution, privacy management and mobile optimization products. The world s leading brands, such as Microsoft, United Airlines, and Walmart, rely on Ensighten TDN to enrich, optimize and speed-up their websites, mobile apps, kiosks, ATMs and other digital touch-points. All have gained improved customer satisfaction, higher conversion rates and increased revenue using Ensighten TDN. We saw page load time reduced by an average of 2.72 seconds." -Subaru Why is Ensighten TDN best for your enterprise? Ensighten TDN deploys and enriches tag-based technology across every channel and device using a single line of code, making implementation faster, saving many hours of IT involvement. Ensighten TDN benefits include: Fast responses accelerates page loading times by 20% 40% in dynamic and complex scenarios, such as when deploying advanced multivariate testing or web analytics in native mobile apps Scalable tag deployment deploys as many tag conditions and data layer elements as needed to achieve one-to-one customer engagement Reliable performance serves complex, enterprise-level marketing technology tags with 99.99% uptime Secure network provides backup and redundancy via leading network providers certified in information and transaction processing security standards How is Ensighten TDN better than a Content Delivery Network? Simply put, Content Delivery Networks (CDN) deliver static content (e.g., videos and images) to the browser. Instead, Ensighten TDN enables and optimizes dynamic two-way communication between server and client for optimal code and data delivery. In addition, Tag Management Systems (TMS) using generic CDNs deliver all tag code for the entire site in a single file, which gets increasingly larger as new tag deployments are added. The browser downloads the entire file, whether or not it is needed, for a given visitor at a given time. The result is a substantial decline in site performance that negatively impacts visitor experience and reduces retention. Both Aberdeen Research 1 2 Group and Gomez report that a one-second delay in site load results in a 7% reduction in conversions.

3 Content Delivery Network (CDN) Container Tag TMS Architecture Browser 1 1 HTTP Request HTML Response xyz.com < container tags > Site visitor browser makes an HTTP request to the website, xyz.com 2 Container tag page code executes in visitor s browser and requests site tag code (tag javascript plus any tag conditional execution rules) from Generic Content Delivery Netowork (CDN). Tag Code Request Site Wide Tag Code Delivered to Browser (Large File) 2 3 Generic CDN CDN 3 Generic CDN downloads all tag code for entire domain to visitor browser. This large file download payload slows page load and browser performance. Large file must be downloaded since generic CDN has no ability to deliver tag code download with any intelligence (ie., based on the specific visitor, session, page, or other conditions.) Whenever digital marketers update their tag deployments, CDN-based TMS force site visitors to download the entire file to their browser again, making tag delivery process repetitive and slower. Such solutions also generate one auxiliary file for every tag that they deploy. So the more tags managed through the TMS, the more auxiliary files the TMS generates. These inefficiencies adversely impact web page and mobile app performance, preventing marketers from deploying critical technologies, such as personalization and advanced web analytics. Browser 1 1 HTTP Request HTML Response acme.com Site visitor browser makes an HTTP request to the website, acme.com 2 Ensighten s single line of code executes in visitor s browser and connects with Ensighten Tag Delibery Network (TDN). Ensighten 2 Ensighten TDN 3 Ensighten TDN delivers page-specific tags to be executed in the browser as the visitor navigated through the website. acme.com/checkout acmewidgets.com acme.com acme.com Web Pages Page-Specific Tags 3 Ensighten TDN, on the other hand, intelligently pairs up tag deployments and loads only page-specific tags for each visitor. This means that page performance is accelerated when tags are moved off the website and into Ensighten Manage the enterprise-level tag management system. The code files are typically smaller and fewer in number than in CDN-based TMS. This, in combination with the optimized tag size, results in fewer server calls to the TDN. This leads to faster page-load times a key to boosting conversion rates and customer satisfaction.

4 Ensighten TDN features and benefits Ensighten TDN deploys and enriches tag-based technology across every channel and device using a single line of code, making implementation faster, saving many hours of IT involvement. Ensighten TDN benefits include: Synchronous TMS at the page head Ensighten TDN lets marketers deploy Ensighten Manage synchronously at the page head, making technology testing easier to manage and control, especially for loading time-sensitive technologies, such as website personalization. Optimized for accelerated website performance Ensighten TDN compresses each tag to the smallest optimal footprint, packages the tags in a minimum number of files, and then delivers only the exact tags and logic required for a particular visitor, session and page. This encourages the browser/client to make fewer calls to the TDN, thereby creating a more optimized yet faster tag management process. Unlimited tag deployment Ensighten TDN can cater to an unlimited number of tags with varying complexity and deliver them in real-time to the customer s website. Ultra-fast content updates <90 seconds Ensighten TDN takes less than 90 seconds on average to publish and deliver new tags across any number of pages, increasing customer satisfaction and reducing customer churn. Geographic and ISP redundancy Ensighten TDN employs multiple providers on different networks. The TDN intelligently routes traffic based on the geographic origin of the request, and current status of Ensighten data centers and third-party networks. High performance A global, redundant, multi-cloud network is behind Ensighten s industry-leading 99.99% up-time SLA. Ensighten TDN helps enterprise companies tackle digital challenges while boosting ROI. The advantages, however, don t stop there. The true value is realized when it's used for advanced personalization strategies. With Ensighten TDN, digital marketers can apply an unlimited number of rules for optimization and personalization to precisely indicate where and when marketing services are triggered. Companies realize granular customer segmentation, increased and faster customer retargeting, and lower testing costs.

5 Latency Comparison from Ghostery.com Ensighten was the top performer in a recent Ghostery.com panel study measuring site latency and page loads. This study and its final results reinforced that Ensighten TDN is optimized for accelerated website performance in dynamic and complex scenarios. Ensighten TDN Global Network Ensighten is committed to delivering excellence around the world, and has invested in the best infrastructure to meet the enterprise needs of scalability, performance and reliability. Ensighten TDN s globally distributed network of web servers is optimized for high-traffic websites with reliable backup redundancy, and intelligent traffic routing.

6 Performance 99.99% Uptime SLA, monitored by Gomez and Keynote Systems. Availability 32 global redundancy clusters and nodes Amazon Web Services, Rackspace, Terremark, Neustar, Windows Azure, Akamai Worldwide traffic routing by Neustar UltraDNS for optimal performance Geo-location load balancing Latency-based load balancing References 1. The Performance of Web Applications: Customers are Won or Lost in One Second. The Aberdeen Group, Report # Why Web Performance Matters: Is Your Site Driving Customers Away? Gomez.com, About Ensighten Ensighten, the global leader in omni-channel data and tag management, is changing the face of digital marketing by transforming the way enterprises collect, own and act on their customer data across all marketing channels and devices. The Ensighten Agile Marketing Platform (AMP) enables enterprises to achieve one-to-one customer personalization, accelerate the execution and optimization of their marketing initiatives and deliver superior user experiences. The Ensighten AMP, with its unique hybrid-tagging technology, powers companies generating over $1.9 trillion in revenue in over 150 countries. The world s leading brands (Microsoft, Capital One, United Airlines, T-Mobile and Walmart) achieve marketing agility by implementing Ensighten s single line of code. Ensighten is headquartered in Silicon Valley, with offices in New York and London. To learn more visit and join the conversation on LinkedIn linkedin.com/company/ensighten and