Tag management may not seem like a particularly sexy industry, but it’s attracting plenty of money from investors — one of the companies in the field, Ensighten, is announcing that it has raised $40 million in Series B funding.
Tags help websites track data for third party services, often for marketing purposes, and tag management makes it easier for marketers to install, serve, and manage those tags. Back when Ensighten raised its $15.5 million Series A in 2012, we described it as a CDN for tags, making the process faster and more scalable by serving the right tag at the right time.
The company now says that its Agile Marketing Platform processes tag requests from 30,000 web domains representing $30 billion in annual e-commerce transactions, with customers including Microsoft, Safeway, and Wal-Mart.
“Since the Series A funding, we’ve learned that this isn’t about tag management anymore,” said CEO Josh Manion via email. “A year ago, that was what the market was ready for. We’re now seeing the market evolve from tag management to data activation, with customers demanding a platform that enables them to own, collect and act on their data in real time.”
The Series B funding comes from Insight Venture Partners. The company says it will use the money to expand its global sales and marketing efforts, and to continue product development.
Another startup in the field, Tealium, raised a $15.6 million Series C last year.