From the post:
In Early 2010 at RichRelevance, we were searching for a new way to store our long lived data that was compact, efficient, and maintainable over time. We had been using Hadoop for about a year, and started with the basics – text formats and SequenceFiles. Neither of these were sufficient. Text formats are not compact enough, and can be painful to maintain over time. A basic binary format may be more compact, but it has the same maintenance issues as text. Furthermore, we needed rich data types including lists and nested records.
After analysis similar to Doug Cutting’s blog post, we chose Apache Avro. As a result we were able to eliminate manual version management, reduce joins during data processing, and adopt a new vision for what data belongs in our event logs. On Cyber Monday 2011, we logged 343 million page view events, and nearly 100 million other events into Avro data files.
I think you are going to like this post and Avro as well!