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Tealium raises $96 million to automate customer tracking on the web

Customer data orchestration startup Tealium announced today that it has raised $ 96 million on a post-money valuation of $ 1.2 billion. The company plans to use the funds to drive adoption of its products as it doubles customer success initiatives and expands its global footprint. This year, Tealium plans to increase the number of employees in its customer, ecosystem and product development teams by 50% from around 500.

Former WebSideStory colleagues Ali Behnam and Mike Anderson co-founded Tealium in San Diego, California in 2008 as a tag management solution for businesses, government agencies and corporations. In the context of web pages and emails, tags are embedded data collection tools written in JavaScript. Think of cookies for ad targeting or affiliate link performance tracking. These are useful to webmasters, advertisers, and marketers alike, but without an agreed standard of management, tags can quickly become unwieldy.

Since its inception, Tealium has expanded its scope to address affiliate marketing, online search, display marketing, and segment targeting challenges. It starts with data collection: customers use EventStream, a central API hub that collects and delivers cloud-based customer events to route records to a central hub. They then use Tealium’s content management system and e-commerce libraries to create a common nomenclature for their various marketing technologies for web, mobile and connected devices. Once that’s done, Tealium customers can provision and manage vendor tags, manage universal and dynamic data objects remotely, and incorporate turnkey vendor integrations through tags, SDKs, custom connections, webhooks and APIs.

There is Tealium AudienceStream for analyzes and insights. It is possible to merge known and unknown profiles across sessions, devices and offline channels (e.g. a call center or point of sale) by collecting known IDs and matching IDs across sessions. AudienceStream can trigger actions based on behavior and optimize output automatically. Developers can also define profile attributes (e.g., content affinity, lead scoring, and lifetime value) and segment target audiences across all integrated marketing technologies.

Finally, there is Tealium DataAccess, which unifies customer data across channels and devices. It supports real-time integrations with Infrastructure-as-a-Service platforms such as Amazon Kinesis, Google Cloud Pub / Sub and Stream Analytics from Microsoft Azure, and enables teams to access and share this data as needed via a network specified by Tealium for distribution of content faster than other tag management solutions.

Tealium recently announced Private Cloud, a private cloud solution for the technology and infrastructure of the company’s customer data platform. Previously, Telium had introduced Predict ML, an integrated machine learning technology for AudienceStream that enables users to see if there is enough data to provide insights into specific customer behavior.


Telium has over 1,000 customers and was 293rd in Deloitte’s Technology Fast 50 in 2019, with sales growth of 278.8% from 2014 to 2017. Tealium posted “record sales” in the fourth quarter of 2020.

Existing investors Georgian and Silver Lake Waterman led the Tealium Series G Round announced today. After a Series F of Series F of $ 55 million in May 2019, the company’s total was over $ 250 million.


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