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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.

A commonly employed abstraction for studying the object placement problem for the purpose of Internet content distribution is that of a distributed replication group. In this work the initial model of distributed replication group of Leff, Wolf, and Yu (IEEE TPDS '93) is extended to the case that individual nodes act selfishly, i.e., cater to the optimization of their individual local utilities. Our main contribution is the derivation of equilibrium object placement strategies that: (a) can guarantee improved local utilities for all nodes concurrently as compared to the corresponding local utilities under greedy local object placement; (b) do not suffer from potential mistreatment problems, inherent to centralized strategies that aim at optimizing the social utility; (c) do not require the existence of complete information at all nodes. We develop a baseline computationally efficient algorithm for obtaining the aforementioned equilibrium strategies and then extend it to improve its performance with respect to fairness. Both algorithms are realizable in practice through a distributed protocol that requires only limited exchange of information.

Price discrimination, setting the price of a given product for each customer individually according to his valuation for it, can benefit from extensive information collected online on the customers and thus contribute to the profitability of e-commerce services. Another way to discriminate among customers with different willingness to pay is to steer them towards different sets of products when they search within a product category (i.e., search discrimination). Our main contribution in this paper is to empirically demonstrate the existence of signs of both price and search discrimination on the Internet, and to uncover the information vectors used to facilitate them. Supported by our findings, we outline the design of a large-scale, distributed watchdog system that allows users to detect discriminatory practices.