Solution Brief

Tealium AudienceStream for Media Buyers


There is an almost daily deluge of new ways to reach and influence consumers. Most likely, buying strategies such as programmatic, omnichannel, and native advertising are being incorporated into your media plans. To flourish in this demanding environment, true unified marketing is needed.


  • Continuously improve your visitor knowledge by defining business rules, which capture insights beyond affinity
  • Fuel existing marketing and advertising technologies with a rich, fresh source of visitor data
  • Identify cross-device visitors for improved targeting and more relevant marketing interactions

The Tealium AudienceStream™ solution will fuel your existing digital marketing systems with personalized marketing actions using fresh high-value audience segments across all digital touch points.

Modern marketing and advertising rely more than ever on digital marketing vendors to support web and mobile interactions to drive results. As your vendor solutions have increasingly become cloud-based, tags have become the ubiquitous data collection mechanism for a clean, actionable source of digital data. But the process of deploying and managing vendor tags can be a headache, due to the technical nature associated with tagging, the high costs, and the heavy reliance on IT resources. The Tealium iQ™ tag management system makes it easy to deploy new vendor tags or make edits to existing ones without burdening developers.

AudienceStream is a data-centric gateway that works in concert with Tealium iQ, the foundation for all your digital marketing efforts. AudienceStream enables discovery of new and higher-value segments, connecting activity across multiple touch points and devices and enriching visitor profiles for distribution to your ad technology partners and content management vendors. AudienceStream empowers media professionals to unify siloed datasets to improve campaign effectiveness.

AudienceStream fuels advertising intelligence. Leverage your existing advertising and marketing systems to drive success.

Single-Identity Metrics: Unify devices and messages across all digital touch points for the same visitor

Using cookies to identify single-user identities is challenging. With mobile Internet traffic outpacing desktop Internet traffic, being able to easily unify cross-device interaction data can create more engagement opportunities. Using AudienceStream, a user’s behavior can be correlated across his or her multiple devices, stitching together a comprehensive profile. This profile fuels integrated messaging and right-time cross-device offers, improving engagement and conversion rates.

Segments: Create better segments and new audiences based on visitor behavior

AudienceStream enables discovery of your most valuable audiences, connecting their activity across the web and their devices for enriched audience profiles and more accurate segmentation. Visitors can be segmented using your custom rules and then easily tested and fed into analytics systems. These audience segments can then be distributed to your ad technologies, and programmatic vendors for better targeting.

Engagement: Achieve deeper measurement of affinity and engagement

Measuring engagement and affinity can vary in many ways and depends on the context and what you want to measure. AudienceStream allows you to both define and measure engagement or affinity for content, a product, or a service. It does this by using a blend of metrics based on defined criteria such as time spent, page or product views, downloads, chat sessions, blogs viewed, or other activity that has been tagged. These metrics can then be shared with leading business intelligence, web analytics, or ad technology vendors.

Fresh Data: Leverage real-time first party data

AudienceStream lets you define the visitor attributes, segments, and metrics that are most important to your business. This data can then be automatically fed into any ad technology partner’s system, including demand side platforms (DSP) or real time bidding (RTB) systems. Timeliness can make the difference between an engaged audience and a mediocre result.

Remarketing: Send personalized e-mails in real time

Timeliness is key. Enriched data can be injected into digital marketing tags for integration with your site personalization tools. For example, content can be personalized on the home page based on the audience’s propensity to convert, or AudienceStream can automatically send a real-time relevant e-mail offer based on the content consumption. When such an offer is made in real time, the engagement effectiveness improves by 40–55 percent— when visitors return to a site after receiving an e-mail call to action, the likelihood that they will convert is higher than it was on their first visit.

Display Ad Retargeting: Deliver enriched audience data to your buying platforms

If you want to deliver higher conversion rates, use AudienceStream to enrich your audience data and deliver these segments to your ad technology partners. They will be able to utilize these segments in their retargeting campaigns to provide a fresh real-time call to action while the visitors are still in-market. Retargeted ad campaigns deliver 2.5 to 3 times higher engagement rates. First-party audience data automatically sent from AudienceStream more efficiently improves click-through rates.