Case study · Tinuiti

How we rebuilt Tinuiti's data layer as it grew from 35 to 3,500+ brands

Tinuiti manages advertising across Amazon, Walmart, TikTok, Instacart, and Criteo, but their teams were stuck with fragmented reporting and heavy manual work. TechEsthete rebuilt their data and automation backbone from scratch, creating a multi-source ETL pipeline and a unified BI framework that pulls every marketplace into one dashboard that stays current through the day.

Amazon · Multi-marketplace advertising
Ongoing partnership
Amazon Ads
Amazon Marketing Cloud
Walmart
TikTok
Instacart
Criteo

Results

What changed, in numbers.

120+

Automations deployed across marketplaces to replace manual daily tasks.

20%

Average improvement in operational efficiency after full data unification.

80+

Custom rules, bidding strategies, and optimization workflows running in real time.

Inside the build

Screens, flows and designs from the build.

6 images from the Tinuiti project. Select any image to see it larger.

Tinuiti ad group default bid editor on a laptop screen — **Bid automation panel**Select an image to open the viewer, then use the arrow keys or swipe to move through all 6 images.

Campaign performance table built on the unified warehouse, shown on a laptop — **Multi-source ETL**Multi-source ETL pipelines ingest and standardize campaign data across Amazon, Walmart, TikTok, Instacart, and Criteo into one unified warehouse.

Bidding and pacing rules screen on a laptop — **Automation engine**Automation engines power bidding rules, pacing logic, and rapid dayparting on top of the real-time data layer.

Edit ad group default bids screen with the advertising navigation on a laptop — **Bulk bid changes**

Architecture flow diagram of the Tinuiti data and automation system — **Architecture flow**

Campaign table with budget controls on a laptop — **Campaign controls**

About the project

About Tinuiti.

Tinuiti, one of the largest Amazon and retail media agencies, grew from 35 to 3,500+ brands. We rebuilt the data and automation layer that had to keep up.

Client: Tinuiti
Industry: Amazon · Multi-marketplace advertising
Engagement: Ongoing partnership
Services: DevOps, Data Engineering, ETL pipelines, Automation

The challenge

Tinuiti's growth was explosive, scaling from 35 to 3,500+ brands, and their data systems couldn't keep up. They needed to process billions of rows across five marketplaces, update in near real-time, and automate optimizations inside two-minute dayparting windows. Any delay meant wasted spend.

What we built

Built multi-source ETL pipelines for all major marketplaces: Amazon, Walmart, TikTok, Instacart, and Criteo.
Created a unified BI warehouse for clean, consistent reporting.
Integrated Amazon Marketing Cloud (AMC) for deeper audience insights.
Developed automation engines for bidding rules, pacing logic, and dayparting schedules on top of the real-time data layer.
This foundation now powers AI-driven budget allocation, audience automations, and rapid dayparting.

The result

We engineered a system that stayed accurate, fast, and stable even when millions of dollars were being optimized every hour.
Tinuiti's teams work from one consistent data layer across five marketplaces, with 120+ automations and 80+ rules handling routine optimization that used to be manual.
The pipelines and automation engine we built kept pace as Tinuiti grew from 35 to 3,500+ brands, with no second rebuild needed.
Reporting that was fragmented across marketplace consoles now comes from one warehouse and one BI framework.

Architecture