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Analytics

Tealium

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Tealium is a US tag management and customer data platform with EU regions in Frankfurt and Dublin. It is used by European enterprises to centralise consent, server side tagging and audience activation.

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Overview

What does Tealium do?

What Tealium is

Tealium is a customer data and tag management platform operated by Tealium Inc., headquartered in San Diego. The product line includes iQ Tag Management, EventStream (server side), AudienceStream (real time CDP) and DataAccess. EU customers can deploy in Frankfurt or Dublin to reduce US transfers.

Data and cookies set

Tealium sets utag_main as a first party cookie storing visitor identifier, session identifier, page views and timestamps. AudienceStream sets additional first party identifiers when activated. Tealium can also pass data via server side endpoints without browser cookies.

GDPR and ePrivacy implications

Tealium acts as a processor when orchestrating tags. The tags it dispatches (analytics, advertising, personalisation) require valid consent under Article 5(3) ePrivacy and Article 6(1)(a) GDPR. Tealium offers a Consent Manager and integrates with IAB TCF v2.2.

Consent requirements

Configure Tealium iQ to fire each tag only when the relevant consent category is granted. Pass the TCF string to advertising vendors. Use server side EventStream to enforce consent before routing events.

Data transfers outside the EEA

Select EU regions (Frankfurt or Dublin) for iQ, EventStream and AudienceStream. Support and back office data may still touch US infrastructure under SCCs and the EU US DPF. A transfer impact assessment is recommended.

Practical compliance steps

Pin profiles to EU regions, configure Tealium Consent Manager or IAB TCF, gate each tag on its category, enforce consent server side in EventStream, sign the DPA with SCCs and run a DPIA for AudienceStream activations.

Compliance

Tealium and the GDPR

Tealium is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Article 6(1)(a) GDPR and Article 5(3) ePrivacy) for the tracking dispatched by Tealium, plus SCCs and the EU US DPF for any US processing
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive 2002/58/EC, IAB TCF v2.2, French CNIL guidelines, German TDDDG, Spanish LSSI

Impact assessment (DPIA)

A DPIA is recommended because Tealium can orchestrate large vendor lists and route events to many destinations. Map the data flows, select EU regions, enforce TCF consent and document SCCs.

Sample text for your banner

Our website uses Tealium, a tag management and customer data platform operated by Tealium Inc. (United States), to orchestrate marketing tags and audiences. Data can be processed in the EU or transferred to the United States under the EU US Data Privacy Framework and SCCs. Activation requires your prior consent.
Cookies and trackers

What Tealium sets and contacts

Tracking method
javascript_tag
Server location
United States (AWS) with EU region option (Frankfurt or Dublin)
Cookieless mode available
Yes
Data transferred outside the EU
Tealium Inc. is a US company headquartered in San Diego. Customers can select EU regions (Frankfurt or Dublin) for iQ Tag Management, EventStream and AudienceStream. Transfers to the United States rely on SCCs and the EU US Data Privacy Framework.

Cookies set (2)

NameTypeDurationPurpose
utag_mainfirst_party1 yearStores visitor identifier, session identifier, page count and timestamps for Tealium iQ.
utag_sync_<id>first_party1 yearSynchronises identifiers between Tealium and orchestrated vendors.

Third-party domains contacted (3)

  • tags.tiqcdn.com
  • collect.tealiumiq.com
  • eu-collect.tealiumiq.com
Questions

Frequently asked questions about Tealium

Can't find your question? Write to us, we answer fast.

Which cookies does Tealium set?

utag_main as a first party cookie storing visitor and session identifiers, plus any cookies set by the orchestrated tags.

Do I need consent for Tealium?

Tealium itself can be loaded for consent management, but the tags it dispatches require valid consent.

What is the legal basis?

Consent for the orchestrated marketing and analytics tags. SCCs and the EU US DPF cover any US processing by Tealium.

Are any data transferred to the United States?

Possible. EU regions reduce transfers, but Tealium support and back office data may still touch the US under SCCs and DPF.

Is a DPIA needed?

Recommended given the breadth of tag orchestration and AudienceStream segmentation.

How do I implement compliance correctly?

Pin profiles to EU regions, configure the Consent Manager or IAB TCF, gate each tag, enforce consent server side and sign the DPA with SCCs.

What are the alternatives?

Google Tag Manager (with server side container in EU), Segment, mParticle, Commanders Act (EU), Piwik PRO Tag Manager (EU).

How do I update the cookie policy?

Document utag_main and every cookie set by the orchestrated tags, with purposes and durations.

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