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The difficulty of scaling Online Social Networks (OSNs) has introduced new system design challenges that has often caused costly re-architecting for services like Twitter and Facebook. The complexity of interconnection of users in social networks has introduced new scalability challenges. Conventional vertical scaling by resorting to full replication can be a costly proposition. Horizontal scaling by partitioning and distributing data among multiples servers - e.g. using DHTs - can lead to costly inter-server communication. We design, implement, and evaluate SPAR, a social partitioning and replication middle-ware that transparently leverages the social graph structure to achieve data locality while minimizing replication. SPAR guarantees that for all users in an OSN, their direct neighbor's data is co-located in the same server. The gains from this approach are multi-fold: application developers can assume local semantics, i.e., develop as they would for a single server; scalability is achieved by adding commodity servers with low memory and network I/O requirements; and redundancy is achieved at a fraction of the cost. We detail our system design and an evaluation based on datasets from Twitter, Orkut, and Facebook, with a working implementation. We show that SPAR incurs minimum overhead, and can help a well-known open-source Twitter clone reach Twitter's scale without changing a line of its application logic and achieves higher throughput than Cassandra, Facebook's DHT based key-value store database.

The difficulty of scaling Online Social Networks (OSNs) has introduced new system design challenges that has often caused costly re-architecting for services like Twitter and Facebook. The complexity of interconnection of users in social networks has introduced new scalability challenges. Conventional vertical scaling by resorting to full replication can be a costly proposition. Horizontal scaling by partitioning and distributing data among multiples servers - e.g. using DHTs - can lead to costly inter-server communication. We design, implement, and evaluate SPAR, a social partitioning and replication middle-ware that transparently leverages the social graph structure to achieve data locality while minimizing replication. SPAR guarantees that for all users in an OSN, their direct neighbor's data is co-located in the same server. The gains from this approach are multi-fold: application developers can assume local semantics, i.e., develop as they would for a single server; scalability is achieved by adding commodity servers with low memory and network I/O requirements; and redundancy is achieved at a fraction of the cost. We detail our system design and an evaluation based on datasets from Twitter, Orkut, and Facebook, with a working implementation. We show that SPAR incurs minimum overhead, and can help a well-known open-source Twitter clone reach Twitter's scale without changing a line of its application logic and achieves higher throughput than Cassandra, Facebook's DHT based key-value store database.

Browsing privacy solutions are faced with an uphill battle to deployment. Many operate counter to the economic objectives of popular online services (e.g., by completely blocking ads) and do not provide enough incentive for users who may be subject to performance degradation for deploying them. In this study, we take a step towards realizing a system for online privacy that is mutually beneficial to users and online advertisers: an information market. This system not only maintains economic viability for online services, but provides users with financial compensation to encourage them to participate. We prototype and evaluate an information market that provides privacy and revenue to users while preserving and sometimes improving their Web performance. We evaluate feasibility of the market via a one month field study with 63 users and find that users are indeed willing to sell their browsing information. We also use Web traces of millions of users to drive a simulation study to evaluate the system at scale. We find that the system can indeed be profitable to both users and online advertisers.