What is Tealium?

Tealium is a customer data platform that collects, unifies, and activates first-party data across web, mobile, and server-side data sources. It combines a tag management system with a real-time data layer and a CDP that builds persistent visitor profiles from event streams. Marketing and data teams use it to centralise data collection, enforce consent rules, and route audience segments to activation channels without requiring direct integrations between each data source and each downstream tool.

How it works

Tealium deploys a universal data layer that standardises event naming and attribute structures across all data sources. Its tag management component manages third-party vendor scripts with consent-gating logic applied centrally. The CDP layer ingests events from all sources, stitches them into persistent profiles using deterministic and probabilistic identity resolution, and activates those profiles against audience definitions in connected marketing platforms.

Tealium with Laioutr

Tealium is planned for the Laioutr App Store. Once available, it will connect to the Composable Digital Experience Platform and the Composable Headless Frontend to provide a centralised data collection and activation layer across all composable touchpoints. Teams that run multiple frontend deployments per market can use Tealium to maintain a unified first-party data foundation without duplicating data collection logic in each frontend implementation.

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