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Google is already prominent in digital marketing—for instance, most TagMan clients buy 40-60% of their digital advertising from Google, Baron says. Benham, the CEO of competitor Tealium, says this may lead Google to drag its feet on integrating its tag management tool with services from online marketing rivals. “It is simply not in Google’s best interest to integrate with competing solutions for web analytics, retargeting, advertising and more,” he says. Yet Google Tag Manager works with both Google and non-Google tags, Google says, and vendors that want to add a pre-loaded template for their tags into its system are invited to inquire through a link on the Analytics blog post.