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Tealium Speeds Tag Management Delivery Network with a Multi-CDN Architecture

Enterprise tag management technology provider Tealium is moving from a traditional single-CDN (content delivery network) to a multi-CDN architecture. Tealium says the new architecture will optimize performance and speed of its tag management delivery network.

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Using the multi-CDN model, Tealium will now create what it calls a “marketplace effect” for tag delivery. In addition to serving digital content tags to clients via the Limelight Networks CDN, Tealium will also leverage CDNs provided by Akamai Networks and Edgecast Networks. Tealium will monitor the performance of all three networks roughly once every 10 minutes in 30 different global regions and serve tags from the CDN with the best performance at that time in each region.

Tags are frequently used to track and guide digital marketing on a site — such as affiliate marketing, personalization, SEO, shopping comparison engines or display advertising — as well as for site analytics.

Time is On Tealium’s Side

Tealium says third-party tests indicate this approach reduces the time it takes to serve a digital content tag by more than 100 milliseconds compared to a single-CDN network. In addition to providing more delivery options, the multi-CDN approach determines which tags need to be loaded from an on-page Javascript and requests them from a file server.

In contrast, the single-CDN approach uses a tag application server to determine which tags need to be loaded and sends instructions to the user’s browser, where they are then sent to the file server. Thus the multi-CDN approach eliminates the tag application server, which Tealium says can save from 200 to 500 milliseconds depending on the server provider.

Funding Fuels Product Innovation

Tealium appears to be reaping the benefits of a US$ 10.5M round of Series B financing it received in July 2012 from venture capital firm Battery Ventures to help fund growth across the entire company. Tealium said the new funding, which followed a US$ 1.1M Series A financing round in January 2012, would be used to “help fuel further product innovation and development,” among other things.

Especially considering that Tealium brought in former Limelight Networks CEO Jeff Lunsford as its CEO in November 2012, it is likely that more new innovations will be coming from Tealium in the coming months and years. In a recent interview with AdExchanger, Lunsford said there is a “greenfield market” in digital content tags for the couple of years. In the next 12-18 months, Lunsford expects Tealium to achieve milestones including building its customer base from the current level of 150 to 350 or more, providing a “much broader” product suite (including expanded mobile offerings) and opening a new office in April 2013 with space for 200 workers. Lunsford does not expect Tealium to need more financing and said Tealium has everything it needs to “ramp up super-fast.”

 
 
 
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