© 2013 Yottaa, Inc. All Rights Reserved.www.yottaa.com

Yottaa, Inc. 160 Federal StreetBoston, MA 02110

April 8, 2023

Beyond CDNs: How To Harness the Next Phase of Innovation in Web Performance

Greg Lazar (former VP and GM at Akamai)

Bob Buffone (Yottaa CTO)

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Yottaa: Accelerate Mobile and Web Businesses

Founded: 2009

Customers:

eCommerce

Mission-critical websites across…

Financial Services Media

Software-asa-Service

Consumer Goods

Business Services Electronics

Enterprise Software

Data Center Locations30+

Product: Yottaa Performance Cloud

Performance Cloud

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Agenda

• 5 Forces Transforming the Web• Modern Web’s Performance Bottlenecks• Emerging Technologies & Best Practices• Case Studies from Media & E-Commerce

Greg Lazar: former General Manager & VP at Akamai

Bob Buffone: Chief Technical Officer at Yottaa

The 5 Forces Transforming the Web

(It’s not your father’s internet!)

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1: Explosion of MobileGlobal Internet Devices Shipment

(2005 to 2016, Unit: 500M)Must Optimize for 200+ Combinations

of Browser, Device, OS

(Source: Business Insider Mobile Report 2012)

2005

Personal Computers

Smartphones

Tablets

2006 2007 2008 2009 2010 2011 2012E 2013E 2014E 2015E 2016E

Web Performance is Key to mCommerce

64%OF SMARTPHONE

USERS EXPECT PAGES TO LOAD IN

UNDER 4s$1Bn

APPAREL &ACCESSORIES

PURCHASES

in Q113

71%Of all retail transactions

SMARTPHONEUSERS SHOP

VIA MOBILE

48%

Expect mobile to be fasterthan desktop

85%Will go to a competitorto transact

42%Will neverreturn toyour site

29%

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2) The Web is More Complex

Growth of Webpage Footprint & Numberof Requests (1995 to 2012)

(Sources: Demenech 2007, Gomez 2008, Charzinski 2010, Souders 2012)

Ajax / HTML5 Becomes

Mainstream

• 2.3 MB• 209 assets• 54 javascripts• 29 HTML files• 67 domains

Example: Godiva.com

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Content Complexity Hurts Performance

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3) The Web is More Social

1-5 6-10 11-20 21-40 41+ -

2,000

4,000

6,000

8,000

10,000

12,000

# of Domains vs. Time to Interact

# of Domains

Tim

e to

Inte

ract

(mse

c)

Source: Yottaa 2013 study of IR500 sites

4) A Complex Application Delivery ChainData Center Middle Mile Last Mile Front End User Interactivity

5) Performance is About User Engagement

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CDN Value Proposition 2013 Business Goals

Time to Start Render

Time to Interact

Just-in-Time Content

Time on Site

Bounce Rate

Conversion Rate

Connection Time

Time to First Byte

Bytes/Second

Time to Last Byte

Content Offload

1000…STOP

…0001

Site Speed

0010001/sec

User Engagement

J-I-T

Delivering bits is necessary,but NOT sufficient.

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The 5 Forces Transforming the Web

1

The Mobile Web Complex Sites & Mobile Apps

2 3 The Social Web

Data Center

Middle Mile

Last Mile

Front End

User Interactivity

2013 Business Goals

Time to Start Render

Time to Interact

Just-in-Time Content

Time on Site

Bounce Rate

Conversion Rate

User Engagement

J-I-T

4 5Complex Application Delivery Chain

Redefinition of“Web Performance”

Today’s Performance Problems (and Solutions)

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2013: Front End is the Bottleneck

Time to First Byte

Time to Last Byte

Time to Title

Time to Start Render

Time to Display

Time to Interact

- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000

332

355

1390.73759531042

2492.68058534296

6019.10289336835

7519.04716500154

Page Loading Timeline(Internet Retailer 500 sites)

Front EndBack End

Time (msec)

Drilling Down Further…

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That Was Then (Old Way)… …This Is NOW (New Way)

Linear Loading and Rendering of Entire Page

Context-specific, Just-in-Time Rendering of Content

vs.

• Deliver all the content, code, styling and imagery for the webpage whether the user needs or wants it

• Deliver a single user experience for both mobile and desktop visitors

• Not plan for mobile user• Sacrifice user experience

metrics to deliver everythingat once

• Retrieve the content as the use requires it

• Understand what the user requires in real-time and fetchit for them

• Understand that devices are different and what the user needs for each device maybe different

• Keep important user experience metrics fast

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That Was Then (Old Way)…

Server-side Latency in Delivering Dynamic Content• Deliver all the content, code, styling and imagery for the webpage whether

the user needs or wants it• Deliver a single user experience for both mobile and desktop visitors• Not plan for mobile user• Sacrifice user experience metrics to deliver everything

at once

Delivery of Dynamic Content: Today

ClientWeb

Server

Server pageProcessing

World Wide Web

1. Client requests a dynamic page

2. Server returnsthe Dynamic page

Page Rendering and

Processing

InstantON™: A Breakthrough InnovationYottaa InstantON™ accelerates dynamic applications

in ways never possible before:

ClientWeb

Server Network

2b. Yottaa requests the page from the web server

2a. Yottaa immediately returns a partial page from its cache

1. Client requests a dynamic page

3a. Server returnsa new page3b. Returns page delta and

client processing instructions

Page Rendering and

ProcessingServer pageProcessing

PageProcessing

Partial PageDelivery

Page Delta

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Unnecessarily Large Size and Quantity of

Serially-delivered Assets

That Was Then…

Front End Optimization (FEO)

Techniques

…This Is NOW

Front End Optimization

Problems: Solutions:

Large Assets

Lots of Requests

Serialization

Reduce # of Requests:• Combine Scripts and Images• Combine images with Sprites• Employ data URIs

Reduce Asset Weight:• Use Gzip• Minify Scripts• Use Lossy and Lossless Image Compression

Parallel Processing:• Load 3rd Party Assets Asynchronously• Use Domain Sharding• Use Intelligent Script Loaders

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That Was Then (Old Way)… …This Is NOW (New Way)

Commitment toSingle CDN Vendor CDN Federation

vs.

• Sign on CDN contract and be locked in via contract for 2 years and via integration effortfor longer

• Suffer bad performancein certain regions

• Costly software changes to code to integrate fully with CDN

• Solve only a small part of the performance problem

• Deliver the best performancefor your visitor in all regions

• Integration is done automatically to multiple CDNs

• Single API can control and manage all CDNs

• No software changes required

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That Was Then (Old Way)… …This Is NOW (New Way)

“One-Size-Fits-All” Optimizations

Device-specific Optimizations

vs.

• Least common denominator approach to web performance

• Leave mobile un-optimized• Think about your application

as mobile vs. desktop• No possible way to deliver great

performance without the capital of Facebook or Google

• Target all device profiles witha best fit strategy

• Understand there are at least3 application scenarios:

Mobile site on mobile Standard site on mobile Desktop site on desktop

• Deliver on the potential 1000sof combinations of device, browser and network limitations of your users

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That Was Then (Old Way)… …This Is NOW (New Way)

Performance Delivered by DevOps & Your Infrastructure

Performance Deliveredvia the Cloud

vs.

• After the release ask operations and development to fix the performance issues

• Operations tells Business: “We need a hardware upgrade”(p.s. It will only fix part of the problem)

• Development tells Business: “We will put this into the next release”(p.s. It will only fix part of the problem)

• Both operations and development tells Business: “We need a new platform”(p.s. It will only fix part of the problem)

• Business can see the correlation of performance and business metrics

• Business can solve with the help of operations and development the complete problem

• Business can easily predict both the cost and the ROI of solving performance problems

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Inability to Deal with 3rd Party Tags

That Was Then…

Performance-focused Tag Management

…This Is NOW

Applying the Best Practices:Examples from the Field

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Your Servers

Yottaa Solution

Search Engines

Browsers

Web Visitors:

Mobile

Performance Cloud

Cloud Firewall

Federated CDN

Front End Optimization

Application Sequencing

User Engagement Visibility

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3

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Case Study: Brit Awards

• “The British Grammys”: The biggest event in the British music industry’s calendar

• Millions of daily page views during peak

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User Experience Improved ~50%

Time to Start Render Time to Interact -

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

5.00

Without YottaaWith Yottaa

Tim

e (s

ec)

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Dramatic Reduction in Infrastructure Load97% reduction in requests and bytes offloaded to Yottaa network

Sailed through traffic spikes

Thank You