Instart Logic: Speeding up Mobile Website Delivery

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High-end ecommerce retailer Moda Operandi decided it wanted to put extremely data rich content on it website, but handed off the management of operation efficiencies to Instart Logic, whose focus as a "digital concierge" determines which code will be executed in which order.

"Congestion is the last challenge; it's big applications down thin pipes," said Peter Blum, VP of product management for Instart Logic, told the audience at the Content Delivery Summit Monday in a presentation called "Utilizing New Cloud-Client Architecture for Mobile Web Acceleration."

The other two key elements for publishers are security and the variety of devices they need to deliver to, but all customers care about is what they can see.

Instart Logic developed a different type of architecture, Blum said. "We run code in the browser in a thin virtualization layer. It gives us a lot of visibility to what viewers are doing," he said. "Our cloud-client architecture means app usrs can interact sooner."

"We wanted to build one site and not worry about optimization," said Keiron McCammon, CTO of Moda Operandi. "Our editorial team wanted to use extensive imagery without having to worry about performance. We built one site and let Instart Logic worry about optimization for all experiences." This imagery included long scrolling pages full of multiple high-resolution images and multiple video files.

Instart Logic then analyzes viewers' habits to focus on delivery of what the vewers want to see. "In browsers we can watch what JavaScript is being used," said Blum. "We use machine learning technology to allow us to get clear picture of what code is being used and what is not. Client-side control gives us the ability to optimize delivery and speed up end user experience. We also handle the delivery of conversion of visual files into the formats need for each device they deliver to.

"JavaScript use has gone up 3x, and people are extensively using third-party libraries," said Blum. "Previously all code being downloaded must be compiled before web page can been seen. We analyize what JavaScript is used by the client and only send down what's needed. Most website only use a small fraction of the code in a page."

So while lots of JavaScript libraries may be included within a site's code, Instart Logic identifies what code needs to be loaded first to have a page display and what could be loaded later, if at all.

"You should think beyond the traditional CDN," concluded McCammon. "You must have intelligence in the browser."

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