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Controlling Your Traffic in the Cloud


Solution Sales Engineer


Imagine this: you’re looking at best practices of companies with highly available networks.

It’s been a year since you spun up that cloud instance that gives you the built-in redundancy that you so desperately needed. If something happened to your main colocation facility, your cloud instance was there to keep things running smoothly. Because your availability was so good—and your fellow competitor’s wasn’t—your customers began to grow, along with their demands for a faster and smoother experience. For those that have been down this path, this shouldn’t come as surprise. For those that are trailblazing for the first time: welcome to reality.

Let’s push the fast-forward button for a bit…and stop! That cloud instance that you spun up is now active and serving traffic, with another one on the roadmap due to your global customer demand. Suddenly, before you blink, you have three active locations but no idea how to make sure those customers go to the right one. This exact scenario is a very common occurrence. Just like you and many other fast growing companies, your physical infrastructure investment scales to a point where you begin to sacrifice performance and absorb high costs as you try to scale with your users.

Welcome to the evolution of a scaling company, which demands the ability to capitalize on performance gains, while maintaining high availability.

As your traffic increases, your entire infrastructure must scale to ensure all customers receive great experiences. This can be achieved by adding distributed endpoints like cloud services, CDNs, and data centers. Additionally, you are able to deliver to all markets by controlling the routing decisions for your visitors so they reach the optimal location. The ability to map, monitor, and make informed decisions for the entire breadth and depth of your global Internet ecosystem will impact your business. Think increased customer retention, increased customer satisfaction and ultimately increased revenues.

As a Solutions Sales Engineer, I’ve had the opportunity to work with the biggest and best brands the internet has to offer. Whether it’s the largest e-commerce platforms in the world or most of the major social media platforms, my team and I have been a part of the ever growing landscape of the internet as we know it today. All of them at one point in time, whether during a startup phase or their current iteration, implement some type of Global Load Balancing (GLB) type solution. By adding this type of network-agnostic tool, it provides the ability to monitor and optimize your online infrastructure for exceptional end user experience.

Recently I sat down with a company that is an internet-based network of content that publishes articles and videos about various subjects on its “topic sites”. With over 3.5 million pieces of content and relying on 1,000 different experts to provide the trusted answers about all things life, they needed to ensure they have the best possible customer experience. As we sat down we analyzed their current load balancing solution, which was provided to them by a large CDN.

What we noticed is that this particular solution added unnecessary lookups to their final end point. We realized that by moving to a cloud-based solution, such as Dyn, it would eliminate those additional lookups. By understanding their infrastructure and taking the time to really analyze their current setup, we were able make the adjustments as needed. After some testing, we implemented the new solution through a cloud-based load balancing solution and the results were mind blowing. Not only was there a significant impact on DNS resolution as a whole, but it led to a significant improvement in overall web page performance.

The capabilities that these solutions put into companies’ hands are extremely powerful. Factors of cost, reliability, performance, overage fees, planned maintenance events and vendor trials can all become inputs to the “multi-X” equation, allowing multiple business drivers to influence technical decisions.

This means that architects can spend more time designing effective solutions that leverage multiple technologies without ever being locked into a single vendor or single architecture solution. This leads to less risk and better reliability, and with that uptime, availability, and conversions.

If you want more information on how to control your traffic in the cloud, check out our latest “Time with a Dyn Technologist” webinar.

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