Have you ever scrolled through your social media feed and, through the magic of big data, been shown the perfect ad at the perfect time only to be sent to a website that chugs or fails to load? It’s just the nature of the industry that we’ve all had to face the incredibly frustrating experience of slow performing sites. And whether its bloated ads or videos that don’t load, the likelihood we stay around to wait for the content is pretty slim. We the consumer demand a user-friendly experience, and our loyalties are fickle – we pledge all...

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