Aerospike is transforming real-time bidding with its high-performance user profile store, which provides speed and low latency solutions for the digital advertising world. A user profile store contains current, historical, and derived information about users, including their interests and browsing history, to personalize ads in milliseconds. Aerospike's unique design, with flash-optimized data storage and a distributed architecture, makes it suitable for this critical task. The database model can be designed to automatically expire segments through Aerospike's TTL mechanism, but may require secondary indexes to optimize performance. Data modeling options include using a single record per user with a primary key of the user ID, which optimizes performance and reduces storage requirements. Aerospike provides powerful list and map operations to implement expiry at the map segment level, and offers background query capabilities to remove expired elements efficiently. Building a user profile store with Aerospike enables predictable ad-serving times, optimized use of hardware, and cost-effective solutions for real-time bidding in the AdTech vertical.