This article describes how Tealium products implement cookies as an integral part of their technology solution. The information here will be helpful to prospective and existing customers of Tealium and to users that engage with companies that use Tealium products.

For information about how uses cookies, read the Tealium Cookie Policy.

In this article:

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What are cookies?

Cookies are small text files that are placed on your computer by websites that you visit. They contain small amounts of information about your visit to the site. Each cookie has an expiration date at which the browser will automatically delete the cookie. Session cookies expire when the browser is closed or after 30 minutes of inactivity. Cookies are used by nearly every website and help to improve the customer experience. 

First-Party and Third-Party Cookies

First-party cookies come from the domain that a user visits. Third-party cookies are associated with a domain different than the one a user visits.

The Universal Tag (utag.js) used by iQ Tag Management sets first-party cookies with an expiration date of 1 year from the time of creation (or last update).

Tealium AudienceStream sets a third-party cookie in the domain with an expiration of 1 year from the time of creation (or last update). This cookie is used to assist our customers in optimizing visitor experiences across their separate brands, typically those with different domains.

The Tealium platform does not store any personally identifiable information (PII) in these system cookies.

How do Tealium products use cookies?

Tealium iQ Tag Management

Customers of Tealium iQ Tag Management have the Universal Tag (utag.js) running in their page code. This Javascript file sets a value to v_id within the first-party cookie utag_main that is used to uniquely and anonymously identify visitors. This allows multiple visitor sessions on the same domain to be associated to the same user. This cookie has a 1 year expiration from the last time it was updated.

For example, a cookie might be used to track when a visitor has seen a pop-up message and prevent it from showing again or to track which products a visitor has added to their shopping cart so that the contents can be preserved when the visitor returns.

Tealium cookies cannot identify visitors between domains or devices.

Additional bits of anonymous information stored in the Tealium cookie are: session page view count, session event count, session count, start of session indicator, timestamp, and session ID.

Learn more about the cookies set by utag.js.  

Tealium AudienceStream

Customers of Tealium AudienceStream send data from their sites and apps to our customer data platform for processing. These data collection requests set a third-party cookie named TAPID that is used to uniquely and anonymously identify the source of the request. In most cases the TAPID cookie and v_id value are identical. The value is specific to the AudienceStream account.

What happens if users disable third-party cookies?

A user that has disabled third-party cookies will not received the Tealium AudienceStream TAPID cookie. The result is that anonymous visitors will not be identified as the same user across different domains. However in most, but not all, cases, AudienceStream will function normally without this third-party cookie. Sites are encouraged to identify visitors using first-party data such as an email address, username, or other unique identifier on qualifying events such as login or registration.