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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.
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.
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.
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.
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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.
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.
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.
Websites using Tealium must obtain user consent under GDPR regulations.
DPIA considerations
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 consent text
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.
Third-party domains contacted
tags.tiqcdn.comcollect.tealiumiq.comeu-collect.tealiumiq.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| utag_main | first_party | 1 year | Stores visitor identifier, session identifier, page count and timestamps for Tealium iQ. |
| utag_sync_<id> | first_party | 1 year | Synchronises identifiers between Tealium and orchestrated vendors. |
Tealium collects user analytics data — you legally need a consent banner. Try FlowConsent free.
utag_main as a first party cookie storing visitor and session identifiers, plus any cookies set by the orchestrated tags.
Tealium itself can be loaded for consent management, but the tags it dispatches require valid consent.
Consent for the orchestrated marketing and analytics tags. SCCs and the EU US DPF cover any US processing by Tealium.
Possible. EU regions reduce transfers, but Tealium support and back office data may still touch the US under SCCs and DPF.
Recommended given the breadth of tag orchestration and AudienceStream segmentation.
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.
Google Tag Manager (with server side container in EU), Segment, mParticle, Commanders Act (EU), Piwik PRO Tag Manager (EU).
Document utag_main and every cookie set by the orchestrated tags, with purposes and durations.