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InContext / An inside look at the business of digital content

9 ways edge publishing will optimize performance and engagement

June 28, 2021 | By Bridget Lane, Senior Software Developer – Fastly @bridgetnomnom

Over the last decade, digital publishing has seen tremendous development and technological advances. However, one thing remains constant: content is king. The rapid and always shifting market has forced many publishers to change their marketing and publishing models. This has impacted both readership and retention and also forced technical innovation to capture minds tuned for instant gratification. 

Stagnating platforms and user experiences can be the difference between a reader looking for more content and returning, or never coming back. Fast, immersive, responsive, and non-intrusive experiences drive adoption and minimize churn. And they are best executed closest to the reader – at the network edge where the ever-important response time can be minimized. 

The edge explained in 30 seconds

As mentioned above the edge means bringing your articles as close as possible to your reader as you can. It means deploying your applications no longer on your own servers. Instead, they are distributed across the U.S. or even internationally. Using an edge cloud caching product (such as ours at Fastly) means caching copies of your content not at the origin, but close to your readers. This provides scale and speed that would otherwise be extremely difficult and costly to achieve using your origin servers alone. 

As an additional benefit, this approach opens the door to serverless computing. This brings your application closer to the customer and frees it from conventional cost and rules associated with server space and infrastructure maintenance

Power of the edge

If you’re still wondering how the edge can change your publishing platform, let’s talk specifics:

1. Increase response times

How quickly does your website respond to new users across the country or on the other side of the world? An optimized platform at the edge will be able to store copies of your web page in servers globally, reducing the time to first load of your web page and every subsequent content load after. This will increase user satisfaction. It can also improve typical SEO ranking pushing your news to the top of search results. 

2. Publish – and update – instantly

Ever since the advent of cache, clearing it has been a problem. Stale or outdated goes against what any digital publisher is all about. With an optimized edge publishing platform, copies of your content are instantly stored around the globe. So, when needed, you and your readers will benefit from its ability to purge or update in an instant.

3. Effective and rapid A/B testing

A/B testing is detrimental to rolling out new (web) features. While there are many ways to do this, certainly the easiest and most effective way is to execute rapid A/B tests right at the edge. Using a programmable caching layer, developers can easily route a small percentage of traffic to a test site or add a test header to expose a fraction of the readers to a new feature or headline before going live.

4. Unintrusive paywall

We live in a world of paywall, but is it slowing your visitors down? Is it dragging out load times, slowing down the overall user experience, and therefore discouraging returning readers? By migrating your paywall to the edge, you can significantly increase the speed of reader validation to confirm variables such as identity, location, and subscription status.

5. Ad blocker detection done right

Ads continue to be the primary source of income for many Digital Publishers and the proliferation of ad blockers is a serious challenge to the industry. Do you have appropriate ad blocker protection in place? A powerful publishing platform at the edge will be able to quickly detect and deny traffic to any and all readers using ad blockers.

6. Content targeting for increased engagement

One of the benefits of the digital workflow and process is the immense flexibility it gives you as a content delivery service. With the amount of programmatic power available at the edge today, why deliver the same content to everyone? By using powerful customer insights paired with a strong edge preflight system (to figure out who a user is when they request your website), you can tailor content to the reader and deliver it at high speeds.

7. Reap the benefit of targeted ads

It can seem like nobody wants ads. However, readers often pick “irrelevance” as the reason why they ignore and dislike ads within content or on news outlets. As is the case with above, ad revenue and engagement also benefit greatly from personalization. Making intelligent and localized at the edge brings benefits to the publisher and reader.

8. Image optimization on-the-fly

A modern edge platform should be able to enhance your publishing workflow by letting you customize and optimize images. This may be cropping or fine-tuning resolution, as well as other transformations, but it should be done close to your reader and on the fly when the requests come in for ultimate performance and cost savings.

9. Deliver right-sized content with device detection

With the sheer number of devices existing today, building responsive websites to serve your digital content is no easy task. However, when using a powerful edge platform, you will be able to automatically detect devices and help you steer your users to the correct application (mobile or web).

Success on the edge

An industry-leading edge cloud platform should let you securely edit and publish at the edge of your network—right where your readers are and do so at speed and scale. In light of the challenges digital publishing is facing, the key to customer retention and satisfaction is serving the most up-to-date personalized content instantly. You must also ensue that online experiences are fast, safe, and secure. 

Overall technology continues to shift away from centralized infrastructures. We hope to have demonstrated the significant amount of power available at the network edge. Whether you have an established content platform already or you are planning to start from the ground up, you must take advantage of every bit of speed and power you can get to bring your publication into the next phase of digital delivery to delight and retain.

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