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Developing a Real Time Ad-Server on Heroku
    The evolution of an application that today serves 8.5
    million requests a week to airline passengers.
    Abhinav Keswani & Bry Ashman, Trineo Ltd
    @trineoltd
Safe Harbor
 Safe harbor statement under the Private Securities Litigation Reform Act of 1995:

 This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if
 any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-
 looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of
 product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of
 management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments
 and customer contracts or use of our services.

 The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our
 service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth,
 interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated
 with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain,
 and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
 non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the
 financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This
 documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

 Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may
 not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently
 available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Abhinav Keswani
Director // Principal, Bespoke Solutions
@wasabhi
Bry Ashman
Lead Developer, Bespoke Solutions
@yrb
SpotU
SpotU Architecture
Why Heroku?
Diversifying
                         Redundancy
     Automation                        Disaster Recovery
                           Scale
   Replication
                                       OS
Tuning                   DIY?
 Load Balancing                        Database
            Monitoring    Networking
BACKUPS?!!?
Heroku Add-Ons // Modularity
New Relic, Sendgrid, RedisToGo,
  Postgres, BlitzIO, Scheduler,
     Memcache, Papertrail.
Campaign
Redirector   Redis              Postgres
                     Manager
Backing Services

 (12factor.net)
Data Stores
Redis // Postgres
Redis
in memory key:value store
  high speed atomic ops
   ultimate ‘scratchpad’
Heroku Redis Add-On
     RedisToGo
   Fast to provision
  Options for growth
Redis
   Used by resque
Used for campaign map
       Ad cache
Postgres

Relational Database of choice
Heroku Postgres
  Provisioning
    Backups
  Follow/Fork
   Data Clips
Content
   S3
Cloudfront
S3

   The only option for
storing files in the cloud?
Cloudfront
Nifty Extras: Blitz
Blitz

Lay siege to your app.
Operational Management
       New Relic
        Papertrail
New Relic
Know what’s going on when your
      app is under siege
Papertrail

Logs: streaming, searchable and
       actionable events.
Production Traits

Architectural Evolution
Redis
Messaging // AMQP
Response Cache // Memcache
Data Architecture
Memcache




Redirector   Redis   Campaign   Postgres
                     Manager

                                  Analytics

                                  Logging
                RabbitMQ
                                     ...
Latency // Multi Region
Perspective
  1 million requests
100ms latency/request
 ~ 28 hours in transit
Memcache




Redirector   Redis   Campaign   Postgres
                     Manager

                                Analytics

                                Logging
                RabbitMQ
                                   ...
Abhinav Keswani          Bry Ashman
Chief Context Switcher,   Chief Worrier,
      @wasabhi                @yrb
Developing a Real Time Ad-Server on Heroku

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Developing a Real Time Ad-Server on Heroku

  • 1. Developing a Real Time Ad-Server on Heroku The evolution of an application that today serves 8.5 million requests a week to airline passengers. Abhinav Keswani & Bry Ashman, Trineo Ltd @trineoltd
  • 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward- looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Abhinav Keswani Director // Principal, Bespoke Solutions @wasabhi
  • 4. Bry Ashman Lead Developer, Bespoke Solutions @yrb
  • 5.
  • 7.
  • 10. Diversifying Redundancy Automation Disaster Recovery Scale Replication OS Tuning DIY? Load Balancing Database Monitoring Networking
  • 12. Heroku Add-Ons // Modularity New Relic, Sendgrid, RedisToGo, Postgres, BlitzIO, Scheduler, Memcache, Papertrail.
  • 13. Campaign Redirector Redis Postgres Manager
  • 16. Redis in memory key:value store high speed atomic ops ultimate ‘scratchpad’
  • 17. Heroku Redis Add-On RedisToGo Fast to provision Options for growth
  • 18. Redis Used by resque Used for campaign map Ad cache
  • 20. Heroku Postgres Provisioning Backups Follow/Fork Data Clips
  • 21. Content S3 Cloudfront
  • 22. S3 The only option for storing files in the cloud?
  • 25. Blitz Lay siege to your app.
  • 26. Operational Management New Relic Papertrail
  • 27. New Relic Know what’s going on when your app is under siege
  • 28. Papertrail Logs: streaming, searchable and actionable events.
  • 30. Redis
  • 32. Response Cache // Memcache
  • 34. Memcache Redirector Redis Campaign Postgres Manager Analytics Logging RabbitMQ ...
  • 36. Perspective 1 million requests 100ms latency/request ~ 28 hours in transit
  • 37. Memcache Redirector Redis Campaign Postgres Manager Analytics Logging RabbitMQ ...
  • 38. Abhinav Keswani Bry Ashman Chief Context Switcher, Chief Worrier, @wasabhi @yrb