This document discusses monitoring for online services and microservices. It notes that companies are moving to public/private clouds and microservices while also adopting DevOps practices. Traditional monitoring stacks are discussed, as well as how Netflix and Expedia monitor usage trends rather than individual alerts. Data from 60 companies is presented on how monitoring needs change as servers increase. The key is allowing development teams to own monitoring for the services they create and support. Dataloop aims to provide simple, self-service metric collection and dashboards so monitoring is decoupled from release cycles and more data-driven.