Convert { cookie_id: “1234512413243”, advertiser:{ apple: { actions: [ { impression: ‘ad1’, time: 123 }, { impression: ‘ad2’, time: 232 }, { click: ‘ad2’, time: 235 }, { add_to_cart: ‘laptop’, sku: ‘asdf23f’, time: 254 }, { purchase: ‘laptop’, time: 354 } ] } } } Rich profiles collecting multiple complex actions Scale out to support high throughput of activities tracked Indexing and querying to support matching, frequency capping Dynamic schemas make it easy to track vendor specific attributes