Hungry Machine

UPDATE: Animoto just raised a round of investment from Amazon! Congrats Guys!

Animoto is a great idea. They take your photos and create a production quality video to the music of your choice. Its the end of those boring slide shows, for good.

We had the pleasure to work with the Animoto guys to launch their Facebook application, "Animoto Videos", which leveraged all of the existing photos on Facebook. The growth was amazing.

(From a recent AllFacebook article here)

Scaling an application from a few hundred users to over a million in just a few days isnt easy, but we had a great team. Their backend rendering farm lived in Amazon's Cloud, and the growth was so impressive, Jeff Bezos even spoke about them at Y Combinator’s Startup School just a few weeks ago. From 50 EC2 instances to over 4k in only a few days. See the video below.

It was a pleasure working with the entire team from Animoto, RightScale, and Amazon. See their blog posts about the application here, here, and here.

I'm sure I'll cross paths with many of you at RailsConf. First round of beers is on me.

One of the challenges with writing a Facebook or Bebo application is staying within a limit it gives you to respond with data before it shows the Application Did Not Respond page to a user. Having a content reach application calling external APIs, like Amazon or YouTube, with response times beyond your control, forces you to keep such calls short to allow extra time for processing. We usually wrap them in aggressive timeouts with a retry. As an example is this code from the Ruby Amazon E-Commerce REST Service API gem rewritten to limit a single call attempt to two seconds with one more retry.

module Amazon  
  class Ecs

    def self.send_request(opts)
      request_url = prepare_url(opts)

      res = Net::HTTP.get_response(URI::parse(request_url))
      unless res.kind_of? Net::HTTPSuccess
        raise Amazon::RequestError, "HTTP Response: #{res.code} #{res.message}"
      end
      Response.new(res.body)
    end

  end
end

module Amazon  
  class Ecs

    class EmptyResponse
      def items; []; end
      def total_pages; 0; end
    end

    def self.send_request(opts)

      res = timed_try(request_url, 2) do |url|

        uri = URI::parse(url)
        req = Net::HTTP.new(uri.host, uri.port)

        # Agressive timeouts
        req.open_timeout = 1
        req.read_timeout = 2

        req.start { |http| http.request_get(url) }

      end

      res.kind_of?(Net::HTTPSuccess) ? Response.new(res.body) : EmptyResponse.new

    end

private

     def timed_try(url, attempts, &block)

       attempt = 1
       begin
         block.call(url)
       rescue Timeout::Error
         if attempt >= attempts
           RAILS_DEFAULT_LOGGER.warn "[amazon_api] gave up after attempt ##{ attempt } to get data from #{ url }"
           nil
         else
           RAILS_DEFAULT_LOGGER.warn "[amazon_api] attempt ##{ attempt } timed out on getting data from #{ url }"
           attempt += 1
           retry
         end
       end

     end

  end
end

This morning the Chicago Tribune had an article entitled “Facebook lets money flow”, which among other recent articles, outlines something Facebook got right. I spoke with the article’s author Eric Benderoff earlier in the week to discuss Hungry Machine’s monetization strategies on Facebook.

While MySpace has allowed third party companies to embed widgets for quite some time, Facebook took it a step further and allowed full featured applications to reside “within” the Facebook experience, like the Social Shopping experience in Visual Bookshelf. Most importantly, Facebook allowed these applications almost full control over the application experience.

Beyond selling our own display advertising across the social shopping suite and our 20+ other applications, we can provide advertisers the ability to leverage Social Data to target customers directly. Social Data Demographics includes what user’s watch, read, listen to, and use. Beyond the traditional demographics of age, sex, and location, social data takes that a step further.

For example, the Harry Potter Book 7 in Visual Bookshelf has 4x the number of book reviews as the same title on Amazon. Hundreds of thousands of users have added books from the Harry Potter series to their bookshelves. That community is active on Facebook. Why wouldn’t an advertiser want to target Harry Potter readers when the next Harry Potter movie comes out?

This is the next phase of advertising in the social application space.