1. A universal tag system, comprising: a configuration processor configured for creating a universal tag, wherein creating the universal tag comprises: defining event data that said universal tag collects at runtime, defining how the collected event data are interpreted via transformations, and defining taxonomy rules based on the collected event data; and a runtime processor configured for collecting, at runtime, event data associated with segments based on the universal tag, applying the transformations to the collected event data, storing the transformed event data in user profiles, applying the taxonomy rules to the collected event data, and categorizing the segments based on the applied taxonomy rules; wherein the user profiles and the categorized segments comprise data that are used for any of targeted advertising, analytics, business intelligence, dynamic and creative optimization.