Tealium was founded in 2008 in San Diego, California, by Mike Anderson, Ali Behnam, and Olivier Silvestre. Since its founding, Tealium has expanded in scope to address challenges in affiliate marketing, online search, display marketing, and segment targeting. It begins with data collection: Customers use EventStream, a central API hub that collects and delivers cloud-based customer events, to funnel records to a central hub. Next, they use Tealium’s content management system and ecommerce libraries to come up with a common nomenclature for their various web, mobile, and connected device marketing technologies. Once that’s done, Tealium customers can deploy and manage vendor tags, remotely manage universal and dynamic data objects, and integrate turnkey vendor integrations via tags, SDKs, custom connections, webhooks, and APIs. The company’s customers include Cathay Pacific Airways, Hulu, Eli Lilly, CBS Interactive, NFL, Providence St Joseph Health, Gap, Ikea etc.