"It is good for the industry. Google is crystalizing that tag management is a verifiable category," Cooke said.

The company has estimated that only 5 percent of the top 10,000 websites use tag management software or services, though it expects that number to grow rapidly.

Although the service is primarily aimed to serve digital marketing, it can be a handy general use tool as well, especially as an alternative to the sometimes cumbersome tag controls found in today's Web content management systems, Cooke said.

While remaining enthusiastic for Google's new service, Cooke also expressed concern that Google would not keep its own system open and not be willing to work with partners, such as QuBit. QuBit has published an open standard for tag management, , that it is encouraging other management companies to share.

"The question for Google is, 'are they going to allow a marketplace of third parties if they potentially compete with Google?'," Cooke said.