News
The Gist
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Unified data orchestration. Tealium launches CloudStream to unify data collection and activation.
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Zero-copy efficiency. Eliminates manual data duplication for real-time and batch use.
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Enterprise impact. Enables faster campaign execution and improved compliance for data teams.
Tealium, a customer data platform (CDP) provider, announced CloudStream on June 17, positioning it as a zero-copy segment builder and activation solution for enterprise data teams. The new offering aims to integrate real-time data collection, cloud storage and activation into a unified platform.
According to company officials, CloudStream transforms data clouds into activation engines by eliminating manual data loading or duplication. The solution will be available for early access in Q3 2025.
The company claims the platform reduces campaign build time from weeks to minutes while maintaining data warehouses as the source of truth.
Table of Contents
- Impacted Audiences for CloudStream
- CDP Market Evolution: AI-Driven CDPs Reshape Customer Engagement and Cloud Architecture
- Tealium Bridges Real-Time Speed With Warehouse Depth in Next-Gen CDP Strategy
- CloudStream Capabilities
- Tealium Background
Impacted Audiences for CloudStream
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Marketing and digital teams managing customer data platforms
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Data engineers and analytics professionals working with cloud data warehouses
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Compliance and privacy officers managing customer data governance
Related Article: Tealium Recognized as a Leader Once Again in Gartner Magic Quadrant for CDPs
CDP Market Evolution: AI-Driven CDPs Reshape Customer Engagement and Cloud Architecture
Customer data platforms are undergoing a fundamental transformation from their 2016-2020 origins toward cloud-native, zero-copy architectures that leverage AI for orchestration and personalization.
The CDP landscape has experienced significant consolidation, with recent reports showing that 64% of the 1,211 martech products removed from the market in 2024 were pre-AI tools. This shift comes as traditional CDPs reach their limitations and companies increasingly store customer data in cloud platforms like Databricks and Snowflake.
Industry experts note that these cloud-native solutions employ AI to orchestrate customer journeys and predict optimal communication channels and product recommendations. The market is moving toward what analysts describe as a merger of customer data management with AI-driven analytics for seamless identity resolution and activation.
Despite these advances, a notable gap remains between customer expectations and brand capabilities. While 80% of customers expect automated assistance and 59% prefer self-service options, only 7% of contact centers offer multiple service channels that transition customers seamlessly. AI-enabled CDPs aim to address this by enabling more precise customer behavior analysis and hyper-targeted campaigns that improve retention and lifetime value.
Tealium Bridges Real-Time Speed With Warehouse Depth in Next-Gen CDP Strategy
At GTX Solutions, we work with nearly every CDP on the market, and one theme is consistent: brands demand both real-time speed and warehouse-level depth. Tealium's move to take ownership of the real-time data plane combined with seamless integration of warehouse-native power and zero-copy features represents a truly next-generation solution. It's a best-of-both-worlds approach: powerful real-time data collection and activation combined with direct access to the full modeling and analytics capabilities of the cloud data warehouse. That's a major step forward in the evolution of the CDP, enabling brands to embrace a truly unified strategy with a composable architecture that eliminates the traditional trade-offs between speed and depth.
- Chris Andres, managing partner and co-founder at GTX Solutions
CloudStream Capabilities
According to Tealium, the platform offers several key features:
| Capability | Description |
|---|---|
| Cloud-Native Activation | Map warehouse tables to Tealium attributes; define segments visually without SQL |
| Real-Time Collection | Capture data at the edge, then store and activate in warehouse for batch and real-time use |
| Unified Governance | Centralize consent management in a single workflow for customer data privacy |
| Identity Resolution | Maintain consistent customer identity across touchpoints via partner network |
| Operational Efficiency | Activate AI-enriched profiles with zero duplicate storage to reduce costs |
| Zero-Copy Architecture | Access and activate data directly from cloud warehouses without duplication |
Tealium Background
Tealium targets marketing and digital teams with its customer data platform offerings. The company was founded in 2008 in San Diego, Calif.
Product Portfolio: Robust Product Portfolio for Real-Time Data Activation
The company provides a suite of products centered on customer data management, including tag management, data integration and privacy compliance tools. Its platform is designed to unify customer data across digital touchpoints and support real-time data activation. Tealium asserts its solutions help organizations improve personalization and meet regulatory requirements such as GDPR and CCPA.
Market Position: Strategic Market Positioning in the CDP Ecosystem
The company operates in the customer data platform and tag management market, serving enterprise and mid-market organizations. Its customers are typically in industries such as retail, financial services and healthcare. Buyers are often digital marketing, analytics and IT leaders seeking to centralize and activate customer data. Tealium is positioned among vendors focused on data privacy and cross-channel marketing enablement.
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