A data management platform server that organizes and transforms data in a 3-tier data structure. The server comprises an application stored in a memory that transforms data into profiles. The application stores the profiles to a profile data store. The application selects a first profile subset from the profiles based on a first criterion. The application selects a second profile subset form the profiles based on a second criterion, where at least some of the profiles in the first profile subset are not in the second profile subset and wherein at least some of the profiles in the second profile subset are not in the first profile subset. The application stores the first profile subset and the second profile subset to a profile data store. The application receives a request from an ad gateway for the first profile subset and transmits the first profile subset to the ad gateway.