This session at the SingleStore NOW 2024 Conference covered how LiveRamp's Chief Architect, Kannan Dorairaj, scaled his company's data infrastructure to handle vast identity datasets using SingleStore for real-time processing. The key challenges included handling event data at scale and reducing costs while improving performance, which were addressed by leveraging SingleStore's object store integration, efficient data loading and processing, scalability with ephemeral clusters, enabling new use cases through data collaboration, optimizing costs and reducing the carbon footprint, and simplifying data architecture. By adopting SingleStore, LiveRamp was able to move from batch processing of aggregated data to handling event data at scale, achieving unlimited storage capacity while maintaining fast processing times and significantly lowering cloud costs and reducing its carbon footprint.