Adobe Launch is the successor to Dynamic Tag Manager (DTM), the product Adobe put on the market in 2013 – after it acquired Satellite – just a couple of months after the introduction of Google Tag Manager. DTM never made it big. To be quite honest, DTM only got picked up because it was offered as a free part of the Adobe Analytics suite.
Unfortunately, there's not a lot more to say about DTM. It never really evolved, but remains a closed ecosystem for implementing Adobe tools on websites. Its focus was never on adding custom code, while GTM built a library of tag templates. DTM also lacks flexibility when it comes to tag sequencing. And finally, DTM's user interface isn't exactly easily accessible for the less technically inclined marketeer.
Adobe Launch is a different kind of animal. It's far more than just the Adobe tag manager. It’s clear that Adobe was aware of DTM's drawbacks, as the new tag management solution Launch tackles all of them. Together with Launch, Adobe also introduces an extension catalog, enabling seamless integration of third party tags. Bye bye, custom code! And you can be sure that it will be seamless, since Adobe shared the Launch Extensions code (all code can be found here). Adobe's view is clearly different from that of other tag manager vendors, who maintain control over third party tag templates and often limit the integrations to entering an ID.
Launch Extensions provide opportunities for third party vendors, as they offer the possibility to include any custom field, instantly creating specific data elements and triggers (rules). For instance: someone could create an extension for embedded Vimeo videos. Vendors can even use the Extension gallery as a new way for attracting leads. They can include a lead form within the extension, for users who haven’t signed up for their service yet. Currently, adding your own extension to the gallery is only open for Specialized Adobe Partners. But, it will be open to everyone during the first quarter of 2018.