Case Study: Sovrn achieves cost-efficient, GDPR-compliant data delivery with Lineate

Sovrn stores 90 days of linked identifiers with Lineate

Sovrn, a provider of advertising tools and technologies for content creators, faced a significant challenge in managing its massive data commons. They needed to process 10 billion records daily from over 40 systems to maintain an identity graph, but their method was unsustainable and cost-prohibitive due to extensive data duplication and the high expense of processing partner files. Compounding this, GDPR requirements necessitated the ability to delete all user data completely. Sovrn enlisted data integration and analytics vendor Lineate to design a fast, reliable, and cost-effective architecture.

Lineate designed and built a custom graph database on a patched HBase infrastructure to efficiently filter duplicates and perform transitive lookups of identifiers. This solution enabled the quick insertion and deletion of a user's entire connected graph of identifiers. The new system implemented by Lineate processes 10 billion linked identifiers daily with automatic deduplication, reducing storage costs significantly. This efficiency allowed Sovrn to increase its data retention from 7 to 90 days and ensured crucial compliance with GDPR and CCPA requirements.

Sovrn