At Zeotap we source data from countless enterprise partners to then refine, blend and convert it to high-performing data segments to be used for targeting. Last year the number of profiles under management grew 10X from 250M to 2.5Bn.
An introduction to our data pipeline was given here – Oozie! It’s pouring data!. In this article, we will now further elaborate on our profile store, its purposes and our choice on tech. Our profile store is where every data feed finds it place. It is the heart of our advertising intelligence.
Profile – all attributes of a user ranging from demographic to interest and intent.
Profile store – a denormalized store of all user profiles
Segment – a collection of users which belong to a particular group satisfying a criterion.
The Adtech landscape is undergoing a significant transformation with the impending demise of third-party cookies. Google finally committed to depreciating