Lesson #13

Ethan Mowery – Adtaxi Director of QA and Tech

A key lesson I’ve learned is that taking risks can lead to great rewards. One of the biggest risks we took was migrating from Signal, our long-time tag management platform, to Tealium.

We’d been using Signal for around eight years. Over that time, we integrated it into thousands of websites and built out internal processes to manage tag requests, testing, and deployment. We were deeply embedded in their ecosystem. Replacing it wasn’t even a consideration until it became necessary.

When I returned to the company, I noticed the platform had room for improvement. Support tickets were taking weeks, sometimes months, to resolve. It raised concerns about Signal’s long-term viability and its ability to keep up with changes in the digital space, especially as we prepared for a world without third-party cookies and more complex needs like Meta’s CAPI.

So, we started exploring alternatives.

We evaluated several vendors and ultimately chose Tealium. The migration wasn’t just about swapping tags, it meant rethinking how we implemented and tracked everything. We had to create new processes for requesting and deploying tags, bring usage tracking into Luna, and rebuild our tag management approach from the ground up. The entire migration took about six months and went off without a hitch.

Not only did the move go smoothly, but it also brought added benefits. Our contract with Tealium ended up costing less than Signal. Despite Signal offering unlimited use, our usage-based Tealium contract saves us money. Plus, Tealium gives us access to tools like EventStream, which have opened the door to new capabilities like CAPI, offline attribution, and more.

Tealium continues to evolve and push updates, enabling us to build confidently on a platform designed to stay ahead of the curve.

As it turns out, Signal shut down its business just a month after we completed our migration. We didn’t just make a smart move. We made it just in time.

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