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Scalable Data Integration and Identity Graph Management System
  1. case
  2. Scalable Data Integration and Identity Graph Management System

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Scalable Data Integration and Identity Graph Management System

lineate.com
Advertising & marketing
Data Analytics
Ad Tech

Data Processing Challenges

Client receives 115,000 user identifier pairs per second from 40+ systems, creating hundreds of terabytes of data daily. High costs from duplicate data processing (90% duplicates), unsustainable infrastructure scaling, and GDPR compliance requirements for complete user data deletion.

About the Client

Provider of advertising tools, technologies, and data commons for content creators

System Modernization Goals

  • Process 10 billion daily linked identifiers efficiently
  • Implement automated deduplication during data ingestion
  • Extend data retention from 7 to 90 days
  • Enable GDPR/CCPA compliance through complete user graph deletion
  • Reduce infrastructure costs through optimized storage

Core System Capabilities

  • Real-time duplicate detection and filtering
  • Transitive identifier lookup capabilities
  • Bulk user graph deletion for compliance
  • High-throughput data ingestion pipeline
  • Cost-optimized storage with AWS S3 integration

Technology Stack

HBase
AWS Neptune
Apache Spark
TigerGraph
ScyllaDB

System Integrations

  • Ad tech data sources
  • Partner identifier files (cookie matching, mobile trackers)
  • AWS EMR for processing
  • AWS Lambda for event-driven architecture
  • DataDog for monitoring

Operational Requirements

  • 24x7 high availability
  • Linear scalability to 10B+ records/day
  • Sub-second lookup latency
  • Cost-effective storage optimization
  • Automated compaction for write-heavy workloads

Business Value

Enables 12x longer data retention while reducing storage costs, achieves full compliance with data privacy regulations, and supports scalable growth through efficient identity graph management.

More from this Company

AdTech Ecosystem Optimization Platform Development
Hybrid Cloud Infrastructure Optimization for AdTech Scalability and Cost Efficiency
Development of In-House SSP Platform with Real-Time Analytics for Ad Optimization
Identity Resolution and Privacy-Compliant AdTech Platform Development
Data Orchestration Platform for AdTech