Advertising platform user data store management

A system comprising:

• at least one memory for storing computer-executable instructions;
• at least one processor for executing the instructions stored on the memory, wherein execution of the instructions programs the at least one processor to perform operations comprising:
• receiving a call for an advertisement to be served to an impression consumer;
• performing, on an online advertising platform, an auction to determine a winning bid to serve the advertisement;
• and
• providing information associated with the winning bid to an advertising server, wherein the advertising server is configured to determine whether a different creative identified by the advertising server should be served to the impression consumer instead of a creative associated with the winning bid.