Tealium

What Tealium does

Tealium Inc. is a privately held Customer Data Orchestration Platform vendor founded in 2008 and headquartered in San Diego, California, with 14 offices across the United States, EMEA, APAC, the Middle East and Africa, and Oceania, and roughly 501-1,000 employees. Its platform, the Customer Data Hub, combines Tealium iQ (client-side data collection and tag management), EventStream (server-side event streaming with sub-100ms routing), AudienceStream (real-time CDP with cross-channel identity resolution), AIStream (AI-powered data orchestration), CloudStream (zero-copy data cloud activation), Tealium Moments and the Tealium Context API (real-time context APIs including a managed Model Context Protocol server for AI agents), and Consent 2.0 for centralized privacy enforcement. The architecture is reinforced by 1,300+ turnkey integrations across advertising, data clouds, AI services, CRMs, analytics, and consent management platforms, and supports HIPAA, SOC 2 Type I and II, ISO 27001 and 27018, and PDPA-compliant regional deployments.

Tealium serves 850+ enterprise customers globally across verticals including financial services (Legal & General), telecommunications (Vodafone, Spark NZ, HKBN), travel and hospitality (Iberia, Alaska Airlines, Barceló Hotel Group), retail and apparel (TWINSET, New Balance, Golfbreaks), gaming and sports betting (Sportsbet, Rank Group), healthcare (Providence St. Joseph Health), energy (Meridian Energy), automotive dealer groups (Rohrman Automotive Group via CDK Fortellis), and technology (IBM). Named customer outcomes include 54% call-to-lead conversion uplift at Legal & General, 57% abandoned-booking recovery at Iberia, 50% conversion increase at Vodafone, 30% higher ROAS at HKBN, 2X lead conversion at Rohrman Automotive Group, and a reduction of personalization latency from 24 hours to under 300 milliseconds for a global airline. The platform processes 9 billion events per day and exceeded 400 billion customer events for TWINSET during a holiday period, a 23% year-over-year increase.

Tealium operates an enterprise-led go-to-market with direct field sales, a Tealium Partner Network of system integrators and digital agencies, self-guided product demos, and marketplace listings on the Snowflake Marketplace and CDK Fortellis Marketplace. Pricing is positioned as simple, usage-based subscription tied to inbound event volume with no per-seat or per-integration fees, though third-party reviewers characterize it as opaque and quote-based with no free trial. Professional services revenue accompanies enterprise deployments through Customer Support Packages, Tealium Education, and dedicated customer success teams. The company has raised approximately $263.9M in disclosed equity funding across rounds from 2012 through a $96M raise in February 2021 led by Georgian and Silver Lake Waterman, and has been recognized as a two-time consecutive Leader in the Gartner Magic Quadrant for Customer Data Platforms (2024 and 2025), with a 2026 mi-3 report indicating the company has since dropped out of the leadership tier.

Name

Tealium

Legal name

Tealium Inc.

Website

https://tealium.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tealium is a privately held Customer Data Orchestration Platform vendor serving 850+ enterprise customers globally with a real-time CDP spanning collection, identity resolution, AI-driven activation, consent management, and 1,300+ integrations across advertising, data clouds, and AI services.

Ownership category

akta.pro rank

Product category

Customer Data Platform (CDP)

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)

akta.pro secondary industry

Customer Data Platform (CDP) & First-Party Data Enablement Services (MPAAAIAE)

Keywords

• Customer data platform
• Tag management
• Data orchestration
• Consent management
• Real-time personalization

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Usage-Based Platform Subscription: Simple, usage-based pricing on inbound events: Tealium prices on the data sent into the solution. No per-seat fees, no charges per integration, no surprise costs when a new destination is connected. Implies recurring subscription tied to event volume.
2. Custom / Quote-Based Enterprise Licensing: Per third-party review, pricing is opaque, custom, and quote-based with no free trial; indicates large enterprise deals are priced individually based on event volume, integrations, modules, and geographies.
3. Implementation & Professional Services: Customer Support Packages, Tealium Education, and dedicated customer success / digital strategist teams suggest professional services revenue accompanying enterprise deployments.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels11 records

Core offering

Tealium provides a real-time customer data platform (CDP) that collects, unifies, governs, and activates customer data across web, mobile, server-side, and cloud environments. The platform includes tag management (iQ), a customer profile and segmentation engine (AudienceStream), an event/API hub (EventStream), consent management, server-side Functions, ML-driven scoring (Predict), and 1,300+ vendor integrations, and is sold as enterprise SaaS to over 850 customers worldwide.

Product overview

Tealium offers the Customer Data Hub, a unified customer data orchestration platform combining multiple specialized modules: Tealium iQ (data collection and tag management), EventStream (server-side event streaming), AudienceStream (real-time CDP with identity resolution), AIStream (AI-powered data orchestration), Tealium Moments and the new Tealium Context API (real-time context APIs for AI agents), CloudStream (zero-copy data orchestration), and Consent 2.0 (centralized consent management). These core modules are complemented by the AI Partner Ecosystem (with bi-directional connectors to OpenAI, Amazon Bedrock, Pinecone, and LangChain), Tealium for AI (an AI solution suite with MCP-compatible agent access), Tealium for Mobile, Tealium for Auto Dealer Groups (a CDP purpose-built for automotive on CDK's Fortellis Marketplace), Tealium Private Cloud, and the Audience Discovery for Snowflake Native App. The platform supports the Conversions API (CAPI) Suite spanning Google, Meta, TikTok, Snapchat, LinkedIn, Pinterest, Reddit, Nextdoor, Amazon Ads, and Spotify. Together these products deliver real-time data collection, identity resolution, enrichment, consent enforcement, and activation across 1,300+ integrations, recognized as a 2x Gartner Magic Quadrant Leader for Customer Data Platforms and trusted by 850+ enterprise customers.

Differentiator

Problem solved

Functional benefit

Brands

• Tealium Customer Data Hub: The overarching Tealium platform product umbrella encompassing data collection, orchestration, and activation capabilities.
• Tealium AudienceStream
• Tealium AIStream™
• Tealium iQ
• Tealium Private Cloud
• Tealium CloudStream™
• Tealium for Auto Dealer Groups
• Tealium Moments

Products and services

• Tealium iQ Enterprise tag management system that lets organizations deploy, manage, and govern vendor tags and tracking pixels across web and mobile properties via a single, centralized interface, and serves marketing, analytics, and IT teams.
• AudienceStream Customer Data Platform module that unifies first-party data into real-time customer profiles, builds behavioral segments, and activates audiences to downstream marketing, advertising, and analytics tools for enterprise marketing and data teams.
• EventStream Event collection and API hub that ingests customer events from web, mobile, server-side, and cloud sources in real time and routes them into AudienceStream and other downstream systems, used by data engineers and developers.
• Tealium Functions Server-side custom code and data transformation capability that lets enterprises run JavaScript and other functions to enrich, filter, or route event data inside the Tealium platform, targeting data engineering and developer teams.
• Data Connect Zero-copy data activation and reverse-ETL capability that synchronizes unified customer data from Tealium to data warehouses and downstream tools without duplicating data, used by enterprise data and analytics teams.
• Predict ML Machine-learning capability that builds predictive customer scores, propensity models, and AI-generated insights directly inside the Tealium CDP, targeted at marketing, personalization, and customer experience teams.
• Consent Management Privacy and consent governance solution that captures, stores, and enforces user consent and preference signals across channels to support GDPR, CCPA, and other privacy regulations, for privacy, legal, and compliance teams.
• Tealium MCP Server Model Context Protocol (MCP) server that lets AI agents and large language models query and activate customer data stored in Tealium, enabling AI-driven personalization and analytics workflows for enterprise data and AI teams.

Quantifiable outcome

• 54% increase in call-to-lead conversions (Legal & General)
• +17 more outcomes

Named customers17 records

Segments11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration43 records

AI capability11 records

Feature10 records

Partnerships

34 partnerships are on record, tiered mid-tier — co-marketing in snowflake ai ecosystem expansion, flagship — ai partner ecosystem connector, mid-tier — ai partner ecosystem integration, mid-tier — vertical contact-center partnership, mid-tier — vertical automotive partnership, core — vertical automotive distribution channel, core — built on databricks community, joint go-to-market, flagship — 1,000+ live capi connectors; conversions api integration, flagship — deep tealium + google ads enhanced conversions integration, core — tiktok events api + pixel integration, core — conversions api via eventstream, core — linkedin conversions api integration, core — pinterest conversions api integration, core — crm eventstream + audiencestream integration, flagship — featured in snowflake's modern marketing data stack report three consecutive years, flagship — multi-year strategic collaboration agreement, eight aws competencies including generative ai, mid-tier — reddit conversions api integration, mid-tier — nextdoor conversions api integration, core — amazon ads conversion builder api via eventstream, mid-tier — advertising integration, flagship — featured deep integration, core — real-time data orchestration and customer engagement automation, core — consent management platform integration, mid-tier — automotive integration, flagship — cloud data warehouse partner and core — cloud data warehouse integration.

• Snowflake AI Ecosystem (AVEVA, Dataiku, Bedrock Data, ManageMy, Valid Systems)mid-tier — co-marketing in snowflake ai ecosystem expansionGTM or Marketing Partner · 22 May 2026Part of Snowflake's expanded AI ecosystem alongside AVEVA, Dataiku, Bedrock Data, ManageMy, and Valid Systems; focus on deploying secure AI agents, tightening data governance, and accelerating industrial and business AI adoption across marketing workflows.
• OpenAIflagship — ai partner ecosystem connectorTechnology or Integration · 8 May 2026Bi-directional connector with OpenAI (launched May 2026) as part of the AI Partner Ecosystem, enabling enterprises to ground RAG pipelines and LLM agents in real-time, consented customer data.
• Amazon Bedrockflagship — ai partner ecosystem connectorTechnology or Integration · 8 May 2026Bi-directional connector with Amazon Bedrock (launched May 2026) as part of the AI Partner Ecosystem, enabling AI model invocation within Tealium's orchestration layer.
• Pineconemid-tier — ai partner ecosystem integrationTechnology or Integration · 8 May 2026Pinecone (vector retrieval) added to Tealium's AI Partner Ecosystem, enabling enterprises to ground RAG pipelines and LLM agents in real-time, consented customer data.
• LangChainmid-tier — ai partner ecosystem integrationTechnology or Integration · 8 May 2026LangChain (agent orchestration) added to Tealium's AI Partner Ecosystem to enable enterprises to ground agentic workflows in real-time, consented customer data.
• Diabolocommid-tier — vertical contact-center partnershipTechnology or Integration · 27 February 2026Integration combines Tealium's real-time Customer Data Platform with Diabolocom's AI-enhanced cloud contact center platform to deliver personalized customer interactions across voice and digital channels. Case studies cited: a global telecom achieved 58% increase in sales call conversions and a financial services firm achieved 2x contactability and 12% annual sales growth.
• Data Axlemid-tier — vertical automotive partnershipStrategic or Co-development Partner · 18 November 2025Strategic partnership to bring real-time data intelligence to automotive marketing by unifying fragmented dealership data to enhance marketing and customer relationships.
• CDK Globalcore — vertical automotive distribution channelChannel Partner/ Reseller/ Distributor · 23 September 2025Tealium for Auto Dealer Groups is published on CDK's Fortellis Marketplace with 100+ integrations including CDK, Dealertrack, Authenticom, and TradePending.
• Databrickscore — built on databricks community, joint go-to-marketStrategic or Co-development Partner · 15 May 2025Joined the Built on Databricks community and integrates its real-time data streaming capabilities (EventStream and AudienceStream connectors) with Databricks' analytics and AI platform, including Databricks Mosaic AI. Enables AI-driven marketing insights, personalized customer experiences, and privacy-compliant data activation at scale.
• Meta (Facebook)flagship — 1,000+ live capi connectors; conversions api integrationTechnology or Integration · 23 April 2025Server-side Conversions API integration via EventStream; enables advertisers to leverage first-party customer data for Facebook ad targeting, analysis, and optimization. Tealium reported over 1,000 live CAPI connectors across major ad platforms.
• Googleflagship — deep tealium + google ads enhanced conversions integrationTechnology or Integration · 23 April 2025Deep integration with Google Ads Enhanced Conversions, Google Analytics, Google Tag Manager, Google SA360 Enhanced Conversions, and the broader Google ecosystem; cited as a CAPI partner driving 25% average ROAS uplift for Tealium customers.
• TikTokcore — tiktok events api + pixel integrationTechnology or Integration · 23 April 2025TikTok Events API integration (out-of-the-box) preserves advertising measurement using consented, first-party data; Tealium partners with TikTok among other major ad platforms for 1,000+ live CAPI connectors.
• Snap (Snapchat)core — conversions api via eventstreamTechnology or Integration · 23 April 2025Real-time, turnkey, server-side integration for Snapchat Conversions API via EventStream.
• LinkedIncore — linkedin conversions api integrationTechnology or Integration · 23 April 2025LinkedIn Conversions API (CAPI) creates a direct connection between marketing data and LinkedIn to measure marketing campaign performance.
• Pinterestcore — pinterest conversions api integrationTechnology or Integration · 23 April 2025Real-time, turnkey, server-side integration for Pinterest's Conversions API preserves conversion measurement and enables first-party data targeting.
• Salesforcecore — crm eventstream + audiencestream integrationTechnology or Integration · 17 October 2024Salesforce is listed as a Tealium partner with active EventStream + AudienceStream integration (Global region) for CRM data flow.
• Snowflakeflagship — featured in snowflake's modern marketing data stack report three consecutive yearsStrategic or Co-development Partner · 1 October 2024Recognized as a 'One to Watch' in Snowflake's Modern Marketing Data Stack Report three consecutive years (2025, 2026 Activation & Delivery, plus prior). Audience Discovery for Snowflake launched as a Native App on the Snowflake Marketplace in Q2 2026 (announced May 14, 2026), enabling joint customers to build, govern, and activate audiences directly in their Snowflake environment. Tealium is one of the first CDPs to integrate with Snowflake's Snowpipe Streaming API.
• Amazon Web Services (AWS)flagship — multi-year strategic collaboration agreement, eight aws competencies including generative aiStrategic or Co-development Partner · 1 July 2024Global multi-year Strategic Collaboration Agreement (signed July 2024, expanded to MEA in December 2024) to accelerate AI-driven growth for customers. Tealium is an AWS Partner with eight AWS Competencies: Generative AI, Advertising & Marketing, Automotive, Retail, Data & Analytics, Travel & Hospitality, Financial Services. Joint launches include CloudStream zero-copy data orchestration, AWS Singapore Region (March 2026), and integrations with Amazon Bedrock, SageMaker, Amazon Connect, and Kinesis.
• Redditmid-tier — reddit conversions api integrationTechnology or IntegrationReal-time integration for Reddit's Conversions API helps advertisers preserve conversion measurement and drive better targeting using first-party data.
• Nextdoormid-tier — nextdoor conversions api integrationTechnology or IntegrationReal-time integration with Nextdoor's Conversions API helps advertisers improve conversion measurement and drive better targeting using consented first-party data.
• Amazon Adscore — amazon ads conversion builder api via eventstreamTechnology or IntegrationAmazon Ads Conversion Builder API integration via Tealium's EventStream connector to send both online and offline conversion data to Amazon for conversion tracking and reporting.
• Spotifymid-tier — advertising integrationTechnology or IntegrationListed among Conversions API integration partners (Google, Meta, TikTok, Snap, LinkedIn, Pinterest, Spotify) for first-party data advertising activation.
• Adobeflagship — featured deep integrationTechnology or IntegrationTealium + Adobe integrations enable advertisers to leverage first-party data to optimize advertising, coordinate the customer journey, and get better insights in the Adobe Experience Cloud.
• Brazecore — real-time data orchestration and customer engagement automationTechnology or IntegrationPartnership for real-time data orchestration and customer engagement automation; Braze AudienceStream connector is globally active.
• OneTrustcore — consent management platform integrationTechnology or IntegrationNative CMP integration enabling Tealium to enforce consent at capture by blocking tags that lack required permissions.
• Didomicore — consent management platform integrationTechnology or IntegrationNative CMP integration enabling consent enforcement at capture in Tealium's data collection layer.
• Usercentricscore — consent management platform integrationTechnology or IntegrationNative CMP integration enabling consent enforcement at capture in Tealium's data collection layer.
• Dealertrackmid-tier — automotive integrationTechnology or IntegrationAutomotive integration partner within Tealium's 100+ integrations for the Auto Dealer Groups solution.
• Authenticommid-tier — automotive integrationTechnology or IntegrationAutomotive integration partner within Tealium's 100+ integrations for the Auto Dealer Groups solution.
• TradePendingmid-tier — automotive integrationTechnology or IntegrationAutomotive integration partner within Tealium's 100+ integrations for the Auto Dealer Groups solution.
• Google BigQueryflagship — cloud data warehouse partnerTechnology or IntegrationTealium CloudStream activates modeled data directly from Google BigQuery without loading a copy; data cloud activation supported across global region.
• Amazon Redshiftflagship — cloud data warehouse partnerTechnology or IntegrationTealium streams data into Redshift via real-time EventBridge and Kinesis integrations or managed S3/Redshift through DataAccess; activates insights via real-time stream, Data Connect, or File Import.
• Google Cloud Pub/Subcore — cloud data warehouse integrationTechnology or IntegrationTealium integrates and publishes visitor and event data messages to Google Cloud Pub/Sub service and activates data from Google Cloud using Data Connect or File Import.
• Microsoft Azurecore — cloud data warehouse integrationTechnology or IntegrationTealium sends data to Microsoft Azure through Microsoft Azure Event Hubs or Microsoft Azure Service Bus; activates data using Data Connect or File Import.

Scale indicators11 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• BlueConic: CDP focused on unified first-party customer profiles and privacy-first activation. Comparable to AudienceStream and Consent 2.0 across retail, media and consumer verticals.
• Segment (Twilio): Direct CDP competitor offering customer data infrastructure with similar event collection, identity resolution and activation capabilities. Now part of Twilio, Segment competes head-to-head with Tealium in mid-market and enterprise segments, though Twilio's broader CPaaS portfolio differentiates its bundling.
• mParticle: Independent CDP rival focused on real-time customer data infrastructure with deep integrations to ad platforms, warehouses and AI tools. Competes directly with Tealium iQ, EventStream and AudienceStream across enterprise customers, with comparable event-streaming and identity-resolution positioning.
• Lytics: Enterprise CDP focused on real-time customer profiles and activation, with a particular emphasis on data clean rooms and machine-learning-driven segmentation. Closely comparable to AudienceStream and Tealium for AI around governed, real-time activation.
• ActionIQ: Enterprise CDP purpose-built for composable customer data and activation on top of cloud data warehouses. Closely aligned with Tealium's CloudStream zero-copy and warehouse-native positioning, targeting the same Fortune 1000 marketing and data teams.
• Treasure Data: Enterprise CDP with a strong customer data platform foundation plus an integrated AI/ML workbench. Competes with Tealium on real-time identity resolution, predictive scoring and warehouse-native activation across global enterprises.

Broad incumbents

• Salesforce Data Cloud (Data 360): Salesforce's enterprise CDP and data platform, currently the Gartner MQ leader per 2026 industry coverage with 141% YoY customer growth. Competes with Tealium across the same enterprise accounts but bundles CDP into the broader Salesforce CRM, data and AI ecosystem.
• Adobe Real-Time CDP: Adobe's enterprise CDP embedded in Adobe Experience Platform. Competes with Tealium for marketing-led enterprise deals while bundling into Adobe's broader analytics, personalization and content stack.
• Oracle Unity Customer Data Platform: Oracle's enterprise CDP integrated with Oracle Cloud Infrastructure, Oracle Marketing and Oracle Service. Ranks as a Gartner MQ leader and competes with Tealium for large enterprise and regulated-industry workloads.

Emerging players

• RudderStack: Warehouse-native CDP with strong overlap to Tealium's CloudStream positioning, focused on event streaming, identity resolution and reverse-ETL. Targets developer-led enterprises and competes on the same warehouse-first thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/tealium
• Facebookfacebook.com/tealium
• LinkedInlinkedin.com/company/tealium

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds10 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tealium