--- title: "CDP Overview" id: "89469" type: "page" slug: "cdp-overview-old" published_at: "2026-03-19T19:30:36+00:00" modified_at: "2026-04-27T19:40:10+00:00" url: "https://tealium.com/cdp-overview-old/" markdown_url: "https://tealium.com/cdp-overview-old.md" --- # The Modern CDP for Collection, Orchestration, and Activation. ## Collect clean, consented events. Enrich profiles in real time. Activate audiences across 1,300+ integrations. Tealium connects it all. [Get a Demo](https://tealium.com/lp/demo-request/) [Explore the Platform](https://tealium.com/tech-demos/) ### ### Your Data Stack Shouldn't Dictate Your Strategy #### #### **Customer data is everywhere. Your CDP should be too.** Legacy platforms require you to go all-in on their storage model. Composable only options struggle to deliver the real-time capabilities your teams need. You need a platform that collects data from every source, enriches and orchestrates it in real time, and activates it wherever your business requires. ## The Tealium Approach. Composable Without Compromise. ### From day one, our focus has been on what matters most: collecting clean data, creating enriched profiles, orchestrating decisions, and activating audiences at speed. We plug into your existing infrastructure and make it all work together. ### Real-Time CDP Stream events from web, mobile, server-side, and IoT directly into Tealium and trigger actions across 1,300+ integrations with low latency ### Data Cloud First (Composable) Use Tealium to collect and stream clean, consented event data directly into your data cloud: Snowflake, BigQuery, Databricks, Redshift. ### Hybrid CDP Stream data into your warehouse for historical enrichment and advanced modeling, then feed enriched segments back into Tealium for real-time targeting and activation. ## Activate on Any Timeline. Not Just Real-Time. ### In the Moment Personalized, triggered messaging and event-driven activation with low latency. ### On a Schedule Batch syncs, audience distribution, warehouse enrichment jobs, and campaign orchestration. ### On a Trigger Model outputs that fire actions when audiences change, consent updates, and conditions are met. ## How Teams Use Tealium. ### Use Case 01 Real-Time Personalization #### Trigger personalized experiences the moment a customer takes action. Serve relevant content, offers, and recommendations based on live behavioral signals and unified profile data. ### Use Case 02 Warehouse-Powered Campaign Activation #### Enrich your warehouse with clean, streaming event data from Tealium. Build sophisticated segments using SQL, dbt, or your preferred modeling tool, then activate those audiences through Tealium's ecosystem. ### Use Case 03 Cross-Channel Journey Orchestration #### Coordinate messaging across email, push, SMS, paid media, and on-site experiences. Use real-time audience triggers to move customers through journeys based on actual behavior, not static lists. ### Use Case 04 AI and ML Readiness #### Feed clean, unified customer data into your AI and machine learning pipelines. Whether you're building models in your data cloud or leveraging Tealium's built-in predictive scoring, the platform ensures your models train on complete, consented, identity-resolved data. ### Use Case 05 Privacy-First Data Strategy #### Build your data strategy on a foundation of consent. Tealium's consent framework ensures that every data collection event, profile update, and audience activation respects customer preferences across every channel and vendor. ## Core Capabilities ### Collect, Enrich, Orchestrate, Activate. Data Collection & Ingestion Vendor-neutral tag management, event APIs, and cloud connectors ensure clean, structured, consented data from the start.Identity Resolution Stitch anonymous and known interactions into a single, unified profile. Works across devices, channels, and sessions.Enrichment & Context Enrich profiles with behavioral signals, third-party data, predictive scores, and attributes from your data cloud.Audience Segmentation Build dynamic audiences based on behavior, attributes, predictive scores, and consent status. Audiences update as new data flows in.AI & Automation AI-ready data: clean, consented, identity-resolved, enriched profiles so your models train on complete context.Orchestration Engine Define when, where, and how customer data activates across your stack. Route data and trigger actions based on events and changes.Data Cloud Native Stream clean event data in for collection and enrichment, pull segments back for activation, sync audiences on any schedule.Privacy & Consent Manage consent at the data layer, not as an afterthought. Consent signals integrate directly into data collection and activation. ## Your Data Cloud + Tealium ### ### Your Warehouse Stores Customer Data. We Convert It to Revenue. #### We connect directly to your data cloud to stream clean, consented event data in, giving your warehouse the real-time behavioral signals it needs. Then we activate audiences out: in batch to your marketing platforms, or through our real-time layer for in-the-moment experiences. ### ### One Platform. Every Data Path. #### You've invested heavily in your data cloud. It's where your historical customer data, transactional records, and analytical models live. It's your data center of gravity. And it should be. Whether that's a single warehouse or workloads spread across Snowflake, BigQuery, and Databricks, Tealium connects across all of them. One orchestration layer, regardless of how your data infrastructure is split. ## ## 1,300+ Turnkey Integrations. Your Entire Stack, Connected. ### Tealium connects to the tools your teams already use. Pre-built connectors mean faster time to value and fewer engineering dependencies. [Advertising & Media Google, Meta, The Trade Desk, Amazon Ads, TikTok](https://tealium.com/integrations/) [Email & Messaging Braze, Salesforce Marketing Cloud, Iterable, Klaviyo](https://tealium.com/integrations/) [Analytics Google Analytics, Adobe Analytics, Amplitude, Mixpanel](https://tealium.com/integrations/) [Data Clouds Snowflake, BigQuery, Databricks, Redshift, Azure Synapse](https://tealium.com/integrations/) [CRM & Sales Salesforce, HubSpot, Microsoft Dynamics](https://tealium.com/integrations/) [Personalization Adobe Target, Optimizely, Dynamic Yield](https://tealium.com/integrations/) ### ### Simple, Usage-Based Pricing. #### Tealium prices on inbound events: the data you send into the solution. • No per-seat fees • No charges per integration • No surprise costs when you connect a new destination [Get a Pricing Quote](https://tealium.com/lp/demo-request/) ## You Don't Need Any CDP. You Need Tealium. The CDP category is crowded and watered down. Every warehouse, every marketing cloud, and every point solution claims to be a CDP now. Most of them force a trade-off: flexibility or capability. Storage or activation. Real-time or composable. We built Tealium so you don't have to compromise. Legacy CDPsComposable-Only CDPs✦ TealiumArchitectureRigid. All-in on their storage model.Flexible, but limited activation.Composable without compromise. Real-time, cloud-first, or hybrid.Data IngestionCollect only what their system supports.Dependent on your warehouse for everything.Collect from any source. Ingest from any cloud. One schema.EnrichmentBasic, platform-locked.Requires external tooling.Continuous enrichment: behavioral, third-party, ML, and warehouse-sourced.Activation SpeedBatch-heavy with real-time as an add-on.Batch only. No native real-time.Anytime. Milliseconds, triggered, or scheduled.AI ReadinessRetrofitted.Dependent on data cloud capabilities.AI-ready data out of the box. Native model invocation.Data Cloud SupportBolt-on connectors.Native, but that’s all you get.First-class, bi-directional. Your cloud stays the source of truth.IntegrationsPlatform-dependent ecosystem.Limited activation endpoints.1,300+ vendor-neutral integrations.Consent & PrivacyLayered on top.Inherited from warehouse governance.Built into the data layer from collection through activation. Get Started ## Keep your stack, add a CDP that connects it all. Connect Tealium to your existing tools and 1,300+ integrations. [View Integrations](https://tealium.com/integrations/) [Learn More →](https://tealium.com/resources/)