Companies are ready to migrate to next generation TMS platform. Adobe introduced Adobe Launch in the first quarter of 2018. The program took 2 years to build and was designed by the same people who worked on Adobe Dynamic Tag Manager (DTM). With DTM ready to bid adieu, the noise about Adobe Launch migration is only getting louder.

In this article, we'll talk about the similarities and differences between DTM and Adobe Launch and highlight why Adobe Launch migration is the right thing for your business.

Let’s get started:


1. The first major difference between the two options is the navigation menu. It may not sound like a major difference but it does matter when it comes to usability. You will notice that some DTM concepts have been joined together and some have been broken into sections.

2. Adobe Launch improves implementation customization since the Rules tab comes broken into two. Rules still exist but there’s also Data Elements, hence you will have better control over the system.

3. DTM offers embedded codes to track various environments such as production and staging. On the other hand, Adobe Launch asks you to manage these on your own. Moreover, embed has split into two options: Environments and Adapters. This gives specialists the opportunity to speed up production by working on different environments simultaneously.

4. Launch comes with a more convoluted and rigorous deployment process that enforces tracking across three or more environments. Conversely, DTM allows to publish and go into production with a single approval.

5. There is a major difference in terms of UI. You will notice that DTM’s Tools are now Extensions. Launch has an extensive extension library that’s open for users to contribute to. This option was not available within DTM.


1. Technically speaking, the concept of web property doesn’t change across both options. The job is to generate codes required to track user interactions across mobile apps and web.

2. Event tracking and event handling functions are offered by both platforms, in addition to direct call rules, page load, and event-based options.

3. Both supports use the Adobe Content Hub extension to support the W3C Digital Data Layer API.

4. Both systems support Akamai and FTP hosting, hence they’re the same when it comes to deployment. However, we’ll give Adobe Launch an edge because it supports unlimited environments.


Before talking about the benefits of DTM migration, it is important to mention that users will eventually have no option but to migrate because DTM will not be available in 2021.

Let’s now talk about the pros of Adobe Launch:

#1 Faster Than Ever

Migrating will allow users to publish segments and make them available six times faster, reducing the current latency time from 48 hours to approximately 8 hours, and possibly faster, depending on traffic and segment size.

Additionally, workflows will be optimized by increasing the number of segments that can be published at one time from 20 to 75 per report suite. Once you hit 75, you will no longer be able to publish any additional segments until you unpublish or delete segments to get under the 75-segment threshold.

#2 Unified and Centralized Marketing Technology

The company extends technology by fusing capabilities across multiple tools. For example, use data from Google Pixel and Adobe Analytics to trigger a video on YouTube. Adobe Analytics can make the job easier.

#3 Automated Deployment

This looks like one of the strongest features of Adobe Launch. Many companies have made similar promises in the past but they’ve failed to deliver. Adobe, however, looks confident as the company showcased this feature in Summit ‘18.

It aims to give users the ability to create their own script that’ll automate deployments of any third party technology to a new property in just a few seconds.

#4 Component-based, Enterprise, Publishing

Adobe Launch allows multiple individuals to work on different implementations without any trouble. This feature offers very high flexibility and allows users to experiment with different implementation approaches.

However, one has to be careful if multiple individuals are working on the same rule. The system is clearly designed and prevents overstepping, however it may take users some time to get used to it.

#5 Third Party Extensions

The perceived value lies with the marketplace that lets you do more in less time. You can choose from hundreds of extensions in the catalog to install, create a rule, build, and deploy. However, it may be a while before you’re able to fully understand the market, especially since there are multiple extensions for the same thing.

It’s important to choose the right extension, otherwise you will not be able to get the desired results. One option is to test multiple options and pick one or check reviews online and then make your selection.

#5 Improved Data Handling

Launch is made for the latest browsers and works on almost all platforms from Safari to Firefox to iOS and Android. It makes use of web storage to offer a reliable and persistent access to data. Instead of cookies, the system relies on web storage.

Here’s how the new system persists data values for each storage duration:

- Session: Values get discarded when you close the tab.
- Pageview: Values are discarded when the user refreshes the tab or goes to a new page.
- Visitor: The values are persisted indefinitely.

#6 JavaScript Delivery System

Since Adobe Launch is an advanced JavaScript delivery system, it can evaluate conditions and execute actions to effectively and efficiently deploy client-side products and libraries. It lets companies define, share, manage, and capture data between advertising and marketing products from Adobe and other vendors.

DTM allows users to place HTML-based tags on pages but this feature has its limitations.


Adobe Launch migration is worth it since it offers greater control over management, better speed, and easy accessibility. Switching to the new system is seamless but there are risks involved, especially if you are not tech-savvy.

It’s best to work with a professional than to try it on your own as things can go wrong causing your system to go down. Migration is an opportunity to improve how you do things.

Contact us today to know more about how we can help you.