Growing toward Criteo scale means that sometimes we do need to re-invent the wheel. We will share with you real life examples of what we have done in our C# stack to achieve that scale. For instance what happens when traditional load balancing is too costly to scale ? What about migrating monolithic application to service oriented when you have got spaghetti code ? You should monitor everything right ? But can you and should you measure and monitor your code down to the task level on your production machines. Apache Kafka looks good and you want to use it but is there any good enough implementation in C# ?