P2P & Cloud Conference: KeynoteMarch 9, 2010

Michael Papish – Keynote

Agenda

• Who is MediaUnbound?

• What is hybrid-cloud computing?

• How does MediaUnbound use hybrid-cloud computing?

• How can you mine P2P data to drive technology?

• Coming Soon…

Introduction

• Based in Cambridge, MA—the real center of the digital media world

• Regional offices for content analysis in Germany and Japan

• Founded in January 2000

• Creates media personalization/ recommendation technology

Representative Clients

Corporate Info

• 9+ year track record in learning about media personalization and providing production-grade technology to customers

• Strong team and technology advisors– Pattie Maes (MIT Media Lab), Robert Berwick (MIT AI Lab),

Jonathan Zittrain (Harvard Law School)

• Privately held—profitable since 2003

• Company offers solutions to digital media providers not individual consumers

• International focus—provide services for North America, Europe, South America, and Asia

Implementations: eMusic

powered by

Hybrid-Cloud Computing

Q: What is hybrid-cloud computing?

A: Hybrid-cloud computing is a fancy name for the practice of hosting parts of

your service in multiple locations

Use of hybrid cloud

• We host critical components and data in private datacenter

• But, we host in the “public” cloud (e.g. EC2) for:

• Spikes in demand. Very useful when clients can drive unanticipated demand

• Devel and staging environments. Public cloud is ideal for providing pre-production services to clients, since these environments can be created on-demand and completely walled-off from sensitive private cloud operations

• Large data runs. Access to an elastic, public cloud allows MUI to instantiate a large number of compute nodes for one-off, large-scale computation runs (e.g. 100s of nodes). This is much cheaper than acquiring private cloud capacity for one-off computations.

We utilize hybrid public-private cloud

Personalization Platform schematic

Feedback DistillerReal-time

Recommendation / Feedback Processor

Client Recommendation

Data Optimizer

Content Delivery System

VOD

Music Store

Mobile Devices

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Per

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Feedback InterfaceClient Functions

MediaUnbound FunctionsRecommender Interface

Cached Content

Specific Data

Live User Profiles (Crunched)

Recommendations

Content Recommendations

Audio

Video

Text

Ad Targeting

Heavy User Profiles

Music Profile Other Content Data

Other Content Data

Content-Specific Indexes

Content-Neutral Indexes

MediaUnbound Personalization Platform

MediaUnbound CoreAutomated Data

ProcessingExternally-Gathered

Usage Data

Human-Generated Data

Algorithm Library

Territory- and Content-Specific

Optimizations

Third-Party Reporting Sources

Omniture reporting;Rentrak VOD reporting;Nielsen TV reporting;

DoubleClick;CDN(s), including

Akamai

User Feedback

Explicit Feedback

Personalization Session

Negative “Don’t Like” Feedback

Positive User Ratings

Implicit Feedback

Usage Data

Demographic Data

Personal Library Analysis

“Power User” Controls

Interactive viewing / modifying of data in profile by user

Statistics Module

Profile Data Reporting

Service-Wide Statistics Reporting

Client Admin Tool

Client-Specific RecommendationTweaking Tools

Client QA Team

MediaUnbound QA Team / Media Analysts

Reasons to adopt hybrid cloud

• Ability to predict demand and usage

• Security needs. When hosting multiple global 500 clients, a private cloud approach can provide increased comfort levels around data security

• Utilization. Elastic public cloud resources can be ideal for one-off usage, since it will be cheaper than acquiring a large amount of private capacity which might sit idle.

Need to evaluate following, before choosing hybrid architecture:

How to mine P2P data

• Large amount of easily accessible, public data

• In aggregate, reveals trends

• At the individual peer level, can find usage patterns on specific content and user types

Raw P2P traffic contains valuable information

MUI’s P2P datawarehouse

• 250M+ snapshots of individual shared collections

• Spanning 10 years—since 2000 and multiple networks (original Napster, soulseek/slsk, gnutella, etc.)

• Quality of data changes over period

• Early collections are more representative of individual tastes; users had yet to realize how to turn off sharing

• Later collections are pared down, more focused on current content; more superusers

In our datawarehouse, we have:

Coming Soon...

• Exciting announcement

• Strong push into video (movies, TV, etc.)

• Focus on non-PC devices

• Integrating local content with cloud content via intelligent recommendations and organization tools

Coming soon…

P2P & Cloud Conference: KeynoteMarch 9, 2010

Michael Papish – Keynote