--- title: "CDP Overview" id: "91691" type: "page" slug: "cdp-overview" published_at: "2026-04-27T19:39:19+00:00" modified_at: "2026-04-27T22:34:55+00:00" url: "https://tealium.com/platform/cdp-overview/" markdown_url: "https://tealium.com/platform/cdp-overview.md" --- Customer Data Platform. # The Real-Time CDP for Any Architecture ## Unify identity, enrich profiles, and orchestrate action across every channel while your data lives in Tealium, your warehouse, or both, in real time, on a trigger, or on a schedule. [Get a Demo](https://tealium.com/lp/demo-request/) [Launch a Self-Guided Demo](https://tealium.com/tech-demos/) ## Trusted by 850+ Enterprise Customers. ### You Shouldn't Have to Pick Between Real-Time and Composable #### Legacy CDPs lock your customer data into their own storage and bolt real-time on top. Composable-only stacks run on the warehouse but stall on live orchestration. Marketing, service, and AI teams pay for the gap in every campaign. ## The Tealium Approach. Composable Without Compromise. ### Tealium unifies customer profiles from every touchpoint, resolves identity across devices and channels, and activates audiences the instant signals change, on a trigger, or on a schedule. Your warehouse stays the source of truth when you want it to. ### Unify Customer Profiles in Real Time Resolve identity across devices, sessions, and channels into one persistent profile that updates the moment new signals arrive. ### Act on Live Signals Trigger downstream messages, decisions, and API calls the instant audience membership, consent state, or behavior changes. ### Activate From Your Data Cloud Build segments directly on Snowflake, Databricks, BigQuery, or Redshift and activate without loading a second copy. ### Bring In Enterprise Data Ingest CRM, SaaS, warehouse, and offline records through scheduled or automated workflows, with no custom ETL to maintain. ### Connect Every Downstream System Reach 1,300+ destinations across advertising, CRM, personalization, cloud, service, and legacy systems through pre-built connectors. ### Govern Data From Collection Through Activation Enforce consent at capture, validate schema at ingress, and carry governance through every activation path. ## Activate on Any Timeline. Not Just One. ### A decision that matters in the session and a campaign that runs overnight do not need the same architecture. They need the same platform. ### In the Moment Personalization, messaging, and next-best-action fired on live signals with real-time profile updates and ~60ms context reads. ### On a Trigger Downstream actions that run when an audience, consent choice, or behavior crosses a threshold you define. ### On a Schedule Batch syncs, campaign lists, and warehouse-powered activations that deliver on the cadence your business runs on. ## Your Data Cloud and Tealium, Running Both Ways ### Tealium streams clean, consented events into your warehouse and activates modeled data back out. Your warehouse stays the source of truth for modeled customer data. Tealium handles identity, decisioning, and orchestration when latency matters. ### Stream Events Into the Warehouse Validated, consented events land in your data warehouse in seconds, not days. ### Activate Modeled Data Back Out Warehouse-built audiences delivered to any channels without loading a copy into Tealium. ### Share Securely With Delta Sharing Access shared Databricks assets with zero-copy reads and no database credentials leaving your environment. ### Run Hybrid CDP Patterns Real-time profiles in Tealium, warehouse-native activation for composable use cases, one platform across both. ## How Teams Use Tealium. ### Personalize Every Session in Real Time #### Trigger content, offers, and recommendations the moment a customer acts, based on live behavioral signals and unified profile data. ### Activate Warehouse Audiences Through Your Existing Stack #### Stream clean event data into your warehouse, model segments with SQL or dbt, then activate those audiences through Tealium's 1,300+ integrations. ### Orchestrate Journeys Across Every Channel #### Coordinate messaging across email, push, SMS, paid media, and on-site, with real-time audience triggers that move customers on actual behavior, not static lists. ### Feed AI Pipelines Clean, Consented Data #### Push identity-resolved, consented data into your AI pipelines, whether models run in your data cloud or through Tealium's built-in predictive scoring. ### Build on a Foundation of Consent #### Tealium's consent framework enforces customer preferences across every data collection event, profile update, and audience activation. ## What You Get, Role by Role ### Ship Campaigns at Customer Speed #### Segment visually, personalize with live context, and trigger actions across paid, owned, and earned channels without an engineering sprint. ### Governed Activation Without Duplication #### Keep the warehouse as the source of truth. Activate directly from modeled data with no duplicate storage and no brittle pipelines. ### Composable Fit for the Stack You Already Run #### Vendor-neutral connectors, function-based extensibility, and a governance model that works with your existing data platform. ### Live Signals for Every Customer Surface #### Persistent profiles, real-time audience updates, and low-latency context delivery for sites, apps, AI agents, and service tools. ## Sportsbet Turned a Unified CDP Into Customer Lift ## 15% #### uplift in reach by integrating Tealium with the company’s CRM. ### “The best thing about working with Tealium is their culture. We really enjoy working with the team. They know exactly where they’re aiming. They engage as a partner rather than a vendor.” ##### Niall Keating Head of Data Solutions, Sportsbet ## Why Tealium for Your CDP? ### Why Teams Pick Tealium as Their CDP ### Run Real-Time and Composable in One Platform. #### Legacy CDPs force their storage model. Composable-only vendors cannot match live orchestration. Tealium runs both. ### Activate From Anywhere Your Data Lives. #### Tealium-managed profiles for real-time work. Warehouse-native activation for modeled data. Same connectors. Same consent model. ### Ingest More Than Clickstream. #### CRM, SaaS, warehouse, and offline sources come in through managed workflows, not custom ETL. ### Stay Vendor Neutral. #### 1,300+ integrations across the stack you already chose, with no ecosystem lock-in. ### Govern the Whole Lifecycle. #### Consent at capture, schema at ingress, compliance through activation. HIPAA BAAs, SOC 2, ISO 27001 & 27018. ## How Tealium Compares 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. ### We Already Have a Warehouse. Why Add Tealium? #### Warehouses are the right system of record. They are not built for live identity resolution, sub-second orchestration, or governed activation across 1,300+ destinations. Tealium adds real-time profile building, consent enforcement, and activation without forcing your data into new storage. Sportsbet runs both. Iberia runs both. Your warehouse stays the source of truth. ### ### 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/) Get Started ## See Your CDP in Action. Walk through a live profile-to-channel flow with a Tealium architect on your own stack. [Get a Demo](https://tealium.com/lp/demo-request/) [Launch a Self-Guided Demo →](https://tealium.com/tech-demos/)