Tag aggregator

1. A system comprising:

a computer programmed to implement a tag service operative to:

receive at the computer, over a network from a user device, tag data defining a request from a tag on a web page rendered by the user device;

in response to receipt of the tag data, collect information at the computer over the network from the tag;

divide the information from the tag into a plurality of asynchronous calls, associated with completion of rendering of the web page, comprising a first asynchronous call and a second asynchronous call; and

send each of the plurality of asynchronous calls to one or more remote services in latent, background processes independently of the rendering of the web page by the user device, wherein the sending comprises sending the first asynchronous call to a first remote service and sending the second asynchronous call to a second remote service.

2. The system of claim 1 further comprising:

a reporting module programmed to produce an aggregate report of a number of times a real-time call for loading of the web page was made and a number of successful latent calls made to the one or more remote services.

3. The system of claim 1 further comprising a user interface module programmed to present a user interface for access to the tag service by the user device.

4. The system of claim 3 wherein the user interface is programmed to receive from the user device:

the tag data defining the tag; and

aggregated tag data for a plurality of secondary tags, respective secondary tags of the plurality of secondary tags including existing tag data for tags previously defined on the web page and replaced by the tag, the respective secondary tags including a logical link to the tag.

5. The system of claim 4 further comprising:

a reporting module programmed to receive a user report request from the user device and, in response to the user report request, produce an aggregate report of a number of times a real-time call for loading of the web page was made and a number of successful latent calls made to the one or more remote services.

6. A method comprising:

at a computing device forming a tag server to implement a tag service to manage tags on web pages served to user devices,

retrieving from memory data defining a primary tag for a web page;

replacing a plurality of existing tags on the web page with the primary tag;

retrieving data defining respective existing tags of the plurality of existing tags on the web page as respective secondary tags, each respective secondary tag having a logical link to the primary tag;

receiving at the tag server a call to the primary tag to load the web page on a user device; and

in response to the received call:

identifying, in the tag service, the secondary tags, including a first secondary tag and a second secondary tag, associated with the primary tag, wherein the secondary tags are not included in the web page;

determining one or more remote sources defined by each of the secondary tags, wherein determined remote sources comprise a first remote source defined by the first secondary tag and a second remote source defined by the second secondary tag; and

making latent calls from the tag server for additional data to the one or more remote sources defined by each of the secondary tags to thereby decouple the loading of the web page on the user device from communication of the additional data from the one or more remote sources to the user device, wherein the making latent calls comprises making a first latent call from the tag server for additional data to the first remote source and making a second latent call from the tag server for additional data to the second remote source.

7. The method of claim 6 wherein making latent calls to the remote sources comprises sending information from the primary tag to a plurality of background processes which run independently of the loading of the web page.

8. The method of claim 6 further comprising:

receiving a request from an advertiser device; and

in response to the request, providing user interface data to the advertiser device to present to the advertiser device data defining a user interface.

9. The method of claim 8 further comprising:

receiving from the advertiser device primary tag data defining the primary tag;

receiving from the advertiser device secondary tag data defining the secondary tags; and

storing the primary tag data and the secondary tag data in the memory for subsequent access.

10. The method of claim 6 further comprising:

providing a report about ad calls made based on the primary tag.

11. The method of claim 10 wherein providing the report comprises:

providing an aggregate report of a number of times a real time call for loading of the web page was made and a number of latent calls made to the remote sources.

12. The method of claim 6 further comprising:

collecting information from the primary tag;

dividing the information from the primary tag into two or more respective asynchronous calls to the remote sources;

communicating the two or more respective asynchronous calls to the respective sources in latent, background processes; and

separately from the communicating, loading the web page.

13. A method comprising:

receiving at the computer, over a network from a user device, tag data defining a request from a tag on a web page rendered by the user device;

in response to receipt of the tag data, collecting information at the computer over the network from the tag;

dividing the information from the tag into a plurality of asynchronous calls, associated with completion of rendering of the web page, comprising a first asynchronous call and a second asynchronous call; and

sending each of the plurality of asynchronous calls to one or more remote services in latent, background processes, wherein the sending comprises sending the first asynchronous call to a first remote service and sending the second asynchronous call to a second remote service.

14. The method of claim 13 wherein the sending each of the plurality of asynchronous calls comprises sending each of the plurality of asynchronous calls independently of the rendering of the web page by the user device.

15. The method of claim 13 further comprising:

producing an aggregate report of a number of times a real-time call for loading of the web page was made and a number of successful latent calls made to the one or more remote services.

16. The method of claim 13 further comprising:

presenting a user interface for access to a tag service by the user device.

17. The method of claim 16 wherein the user interface is programmed to receive from the user device:

the tag data defining the tag; and

aggregated tag data for a plurality of secondary tags.

18. The method of claim 17 wherein respective secondary tags of the plurality of secondary tags include existing tag data for tags previously defined on the web page and replaced by the tag, the respective secondary tags including a logical link to the tag.

19. The method of claim 18 further comprising:

receiving a user report request from the user device.

20. The method of claim 19 further comprising:

in response to the user report request, producing an aggregate report of a number of times a real-time call for loading of the web page was made and a number of successful latent calls made to the one or more remote services.