How Lineate Delivers Scalable Analytics

In today’s data-driven world, speed is an expectation almost everywhere. Whether it’s powering advertising platforms, optimizing revenue streams, or delivering real-time analytics to thousands of users, organizations need infrastructure that can process massive volumes of data.

Lineate specializes in building exactly that kind of infrastructure.

As an official ClickHouse Services Partner across the AMER and EMEA regions, Lineate helps companies transform enormous, complex datasets into actionable insights. Over the past five years, we’ve built high-performance analytical infrastructures for organizations handling billions of daily events. We have helped companies move away from expensive legacy systems and toward scalable architectures designed for modern workloads.

Our experience spans some of the most demanding environments in AdTech and large-scale analytics, where seconds matter and data volumes can reach into the hundreds of billions of records.  More importantly, that experience runs deep — we’ve spent years solving these challenges across a wide range of industries, data ecosystems, and architectures.

Turning Five Billion Daily Events into Real-Time Intelligence

33Across, one of Lineate’s clients, is a technology company focused on helping publishers maximize advertising revenue while improving the user experience. Their platform works with major publishers such as Warner Bros and USA Today to deliver less intrusive, better-performing advertising experiences.

As 33Across expanded its supply-side platform (SSP) capabilities, the company faced a challenge: their reporting infrastructure could not keep pace with the sheer scale of incoming data.

At peak traffic, the platform processed more than 20 million events per minute,  translating into reports that sometimes needed to analyze over five billion rows of data.

Existing systems struggled to provide insights quickly enough for publishers who depended on near-real-time visibility into campaign performance.

The Challenge

33Across wanted to:

• Build an in-house SSP to reduce dependence on third-party providers
• Increase revenue margins and improve eCPM performance
• Deliver near-real-time analytics to publishers
• Maintain lightning-fast query performance despite massive data volumes

The reporting experience was especially critical. Publishers needed dashboards that could surface performance metrics almost instantly, even while processing billions of ad-serving events.

The Solution

Lineate integrated its Publisher Manager solution directly into 33Across’s infrastructure and customized it to support the company’s unique operational requirements.

To address the performance bottlenecks, we designed a high-speed data aggregation pipeline. The architecture included:

• Custom pre-aggregated datasets for frequently used reports
• Generalized dimensional tables for flexible custom reporting
• A cluster of sharded databases optimized for analytical workloads
• A creative audit system that ensured ad quality without slowing auctions

The result was a system capable of querying and visualizing approximately 200 million rows per shard in under half a second.

The impact was immediate:

• 8% higher margins on ad placement sales compared to major ad networks
• 14% increase in effective CPM within months
• Reporting times reduced from minutes to less than one second
• Near-real-time analytics available to publishers at scale

More importantly, 33Across gained a scalable infrastructure capable of supporting continued growth without sacrificing speed or user experience.

Building a Data-as-a-Service Platform for Hundreds of Billions of Records

Another Lineate client, a privacy-focused advertising marketplace,  needed to rethink how it handled reporting and analytics at massive scale.

Their platform generated approximately ten billion rows of data every day, capturing second-by-second advertising activity across numerous dimensions. Customers relied on the reporting interface to optimize campaigns and analyze revenue performance, but the existing architecture struggled under the workload.

The system, built on Snowflake, could execute the required queries  but often took several minutes to return results. That delay created friction for users who expected fresh, near-real-time insights.

The Challenge

The client needed a platform capable of:

• Returning query results in under half a second
• Supporting more than 500 concurrent analytical queries per second
• Handling constantly updating datasets
• Maintaining near-real-time visibility into recent activity
• Reducing infrastructure costs while improving scalability

This was particularly difficult because the most frequently queried data,  recent hours, days, and months, required continuous updates rather than simple append-only storage.

The Solution

Lineate designed and implemented a cloud-based reporting architecture built around ClickHouse and Lambda architecture principles.

The solution included:

• Raw event ingestion into ClickHouse
• Pre-aggregation pipelines powered by Apache Spark
• Optimized yearly, monthly, daily, and hourly aggregates
• A redesigned reporting interface for a highly responsive user experience
• Monitoring dashboards with proactive performance alerting

Before implementation, our team conducted extensive workload analysis and tested multiple storage technologies, including Elasticsearch and ClickHouse, through proofs of concept and large-scale load testing.

That analysis allowed us to build a solution specifically optimized for the client’s real-world traffic patterns and reporting behaviors.

The final platform delivered both performance and efficiency at extraordinary scale:

• Ten billion records processed daily
• Two years of aggregated data stored efficiently
• Automatic data deduplication during ingestion
• Support for 500+ concurrent users
• Query response times under half a second
• Total hosting costs under $10,000 per month

The transformation enabled the client to provide a seamless reporting experience while dramatically reducing operational complexity and infrastructure expenses.

Proven Expertise in High-Performance Analytics

ClickHouse is one of the most powerful analytical databases available today, and its true potential is best realized when paired with deep architectural and operational expertise.

Building truly high-performance data platforms requires deep expertise in architecture design, workload optimization, aggregation strategies, concurrency management, and infrastructure scaling. 

At Lineate, our partnership with ClickHouse reflects years of hands-on experience solving complex, large-scale analytical challenges across AdTech and beyond. We understand how to design systems that not only perform under pressure, but also remain sustainable and cost-efficient as data volumes grow.

If your organization is struggling with slow analytics, rising infrastructure costs, or scaling challenges, Lineate can help.