Context API

Right Context for Every Agent, App, and Experience

Tealium Context API delivers governed customer context from real-time profiles, warehouse data, and AI outputs to every agent, app, and experience that needs it.

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The Shift

AI Agents Need Context, Not Just Content.

A model can't act on what it doesn't know. The agent does not see the last session. The recommender does not see the consent state. The service rep does not see the order history.

What Is It

Context API Is Tealium's Governed Context Layer for the Agentic Era.

Context API is a high-performance, customizable endpoint that returns only the customer context a specific agent, app, or workflow needs. It draws from real-time profiles in Tealium CDP, warehouse-modeled audiences from your data cloud, or AI-enriched outputs from any model.

One API. Three Sources of Context.
Context API serves what your business already knows from wherever it lives.

Profiles, warehouses, and AI outputs through the same governed call.

Real-Time Profile Context

Read live customer state from Tealium CDP. Audiences, badges, attributes, and consent state, refreshed in the moment.

Warehouse-Backed Context

Expose modeled audiences and attributes from Snowflake, Databricks, BigQuery, or Redshift through the same low-latency API, with no second copy and no custom microservice.

AI-Enriched Context

Send live context to your models through Invoke Your Own Model, write predictions back to the profile, and serve the result through Context API for the next decision.

How It Works
Designed for Production AI

01

Build a Purpose-Built Endpoint for Each Use Case

Define custom engines that expose only the audiences, badges, and attributes a use case needs, with up to 10 engines per profile by default.

02

Read Customer Context in Around 60ms

Return small payloads in roughly 60ms so AI front doors, in-session experiences, and service workflows act before the moment passes.



03

Connect AI Agents Through Managed MCP

Agent frameworks and LLMs query unified profiles, audience membership, and consent state through the Model Context Protocol without direct database access.

04

Serve Warehouse-Modeled Audiences as a Personalization API

Pair Context API with Cloud Activation to deliver Snowflake, Databricks, BigQuery, or Redshift audiences through a real-time endpoint.

05

Turn AI Model Outputs Into Live Customer Context

Score visitors with any model, write the result back to the profile, and surface it through Context API for the next agent, app, or workflow.

Technical Detail
Built for Production AI

Enterprise-grade infrastructure designed for reliability, scale, and interoperability.

 

Latency Around 60ms for small payloads. Vodafone benchmarks first-page reads at roughly 50ms in production.
Protocols REST
Managed MCP
Engines per profile Up to 10 custom endpoints by default. Each engine returns its own purpose-built payload.
Session model No active visitor session required. Useful for service workflows, agent calls, and offline contexts.
Auth API Key
OAuth 2.0
Compliance SOC 2 Type I & II · ISO 27001 & 27018 · HIPAA BAAs available · GDPR and CCPA support

Technical Detail
What You Can Build With Context API

Agentic AI Front Door

Give every customer-facing agent governed access to live customer context through MCP, with consent and audience membership attached to every query.

Service Assist

Surface relevant order, audience, and intent context to contact center reps and chat agents the moment a customer connects.

AI-Powered Product Discovery

Feed real-time context to recommendation models and return personalized results inside the moment a shopper is browsing.

First-Page Personalization

Serve customer context in around 60ms for hero modules, offer logic, and onboarding flows.

Warehouse-Native Personalization API

Expose Snowflake, Databricks, or BigQuery audiences as a real-time API without standing up a microservice or copying data.

Next Best Action and Decisioning

Combine live profile state with model outputs to deliver next-best-action across web, app, call center, and agent surfaces.

Built for Agentic AI

AI agents need more than a prompt and an API key. They need customer context, consent, and an activation path. Context API gives them all three through one managed MCP server.

Query Live Profiles Through MCP
Agent frameworks pull profile attributes, audience membership, and consent state with a standard MCP call.
Send Live Context to Models, Get Outputs Back
Tealium routes the agent's context to your model, captures the response, writes it to the profile, and exposes the result through Context API for the next call.
Respect Consent on Every Agent Action
Every agent query carries the consent state of the user it affects. Agents can only act on data they are permitted to see.
Stay Model Neutral
Run agents on Bedrock, Vertex AI, OpenAI, SageMaker, or your own framework.

Built for Enterprises. Proven by Results.

See more AI customer stories →

22%

Real-time AI powered by Tealium

Spark New Zealand
Snowflake, and Spark's decisioning engine. Trigger to decision to activation in real-time.

Read the case study →

54%

More Call-to-Lead Conversion

Legal & General
Real-time identity resolution and activation drove measurable engagement lifts in a regulated financial-services environment.

Read the case study →

50%

Increase in Conversions

Vodafone

With the right data signals, AI models, and orchestration, Vodafone turned predictive intelligence into measurable sales impact.

Read the case study →
Vodafone

Why Context API
Why Teams Pick Context API

Read Real-Time Profile State, Not Warehouse Snapshots.
Get Profile-Driven and Warehouse-Driven Context in One API.
Stay Model Neutral by Design.
Build a Different Endpoint for Every Use Case.
Carry Consent on Every Call.

Profiles update after every event. Personalization APIs that depend on warehouse refresh cycles miss what just happened.

One endpoint serves Tealium CDP profiles and Cloud Activation warehouse audiences. No two services to stitch together.

Bedrock, Vertex AI, OpenAI, SageMaker, custom endpoints. Use what you have. Swap without rewriting.

Up to 10 custom engines per profile so each agent, app, or workflow gets only the payload it needs.

PII controls, policy-aware payloads, and audit trails are part of every Context API response, not bolted on.

See AI + Your Data.

See AI That Moves at Customer Speed

Walk through a live customer-event-to-prediction-to-activation flow with a Tealium AI architect on your own stack.

Get a Demo Lanch a Self-Guided Demo
9605 Scranton Rd. Ste. 600
San Diego, CA 92121
+1 (858) 779-1344
9605 Scranton Rd. Ste. 600
San Diego, CA 92121
+1 (858) 779-1344
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