Content Delivery Network (CDN) Configuration in E-commerce Optimization Through Geographic Targeting

Content Delivery Network (CDN) Configuration in e-commerce optimization through geographic targeting represents a strategically distributed infrastructure of geographically dispersed servers designed to optimize content delivery to end-users based on their physical location 4. This approach involves the deliberate placement and management of caching servers across multiple geographic regions to minimize latency, reduce bandwidth consumption, and enhance overall user experience 1. The primary purpose of CDN configuration in e-commerce is to ensure that customers worldwide receive consistently fast content delivery regardless of their distance from the origin server, directly impacting conversion rates and customer retention 1. As digital commerce expands globally, this geographic targeting approach has become essential, with businesses recognizing that slower-loading websites lead to higher bounce rates and diminished revenue 1.

Overview

Content Delivery Networks emerged in the late 1990s as a response to performance bottlenecks inherent in centralized internet infrastructure 4. As e-commerce began expanding beyond local markets into global territories, businesses encountered a fundamental challenge: customers located far from origin servers experienced significantly slower page load times, directly impacting their purchasing behavior and overall satisfaction. The traditional single-server model, where all users requested content from a centralized origin server regardless of geographic location, proved inadequate for serving a globally distributed customer base 2.

The fundamental challenge that CDN configuration addresses is the physical limitation of data transmission speed across long distances. When content must travel thousands of miles from an origin server to an end-user, latency increases proportionally, resulting in slower page loads, higher bounce rates, and reduced conversion rates 1. This problem became particularly acute as e-commerce sites incorporated increasingly rich media content—high-resolution product images, videos, and interactive elements—that required substantial bandwidth and created performance bottlenecks.

Over time, CDN configuration has evolved from simple static content caching to sophisticated, intelligent systems that dynamically optimize content delivery based on multiple factors including user location, device type, network conditions, and content type 3. Modern CDN implementations incorporate advanced features such as real-time load balancing, automatic failover, DDoS protection, and on-the-fly content optimization 3. The practice has transformed from a competitive advantage available only to large enterprises into an essential infrastructure component accessible to businesses of all sizes, fundamentally reshaping expectations for global e-commerce performance.

Key Concepts

Edge Computing Proximity

Edge computing proximity refers to the strategic placement of computational and caching resources at network edges closest to end-users, fundamentally differing from traditional centralized server architectures 5. This concept operates on the principle that reducing the physical distance data must travel directly correlates with improved performance metrics, including reduced latency and faster page load times 12.

Example: A luxury watch retailer based in Switzerland serves customers across five continents. Without edge computing proximity, a customer in Sydney, Australia requesting product images would experience latency of 300-400 milliseconds as data travels from Switzerland to Australia. By implementing edge servers in Sydney, Singapore, and Melbourne, the same customer receives content in 20-30 milliseconds from the Sydney edge server, reducing load time by over 90% and significantly improving the likelihood of purchase completion.

Geographic Server Distribution

Geographic server distribution involves replicating content across multiple server locations worldwide, ensuring no user is excessively distant from a serving node 1. This foundational element consists of multiple edge servers distributed across different geographic regions and network exchange points, functioning as intermediaries between origin servers and end-users 6.

Example: An international fashion e-commerce platform analyzes its customer base and identifies that 35% of traffic originates from North America, 30% from Europe, 25% from Asia-Pacific, and 10% from Latin America. The company deploys edge servers in New York, Los Angeles, London, Frankfurt, Tokyo, Singapore, and São Paulo. When a customer in Berlin browses the catalog, the CDN automatically routes requests to the Frankfurt server, delivering product pages and images in under 50 milliseconds compared to 200+ milliseconds if served from the origin server in California.

Intelligent Request Routing

Intelligent request routing encompasses sophisticated algorithms that determine optimal server selection based on user location, server capacity, and content availability 3. This mechanism analyzes multiple factors in real-time to direct each user request to the most appropriate server, ensuring optimal performance across varying network conditions and traffic loads.

Example: During Black Friday, an electronics retailer experiences a traffic surge with 50,000 concurrent users. A customer in Mumbai attempts to access the website at the same moment that the Singapore edge server reaches 95% capacity. The intelligent routing system detects this congestion and routes the Mumbai customer’s request to the less-congested Tokyo server instead, which still provides better performance than the origin server in the United States. The system continuously monitors server loads and adjusts routing decisions every few seconds, preventing any single server from becoming overwhelmed while maintaining optimal performance for all users.

Content Caching Mechanisms

Content caching mechanisms manage the storage and retrieval of frequently accessed content, including HTML pages, images, videos, and other static and dynamic assets 25. Caching operates through two primary mechanisms: pull caching, where content is stored based on user requests, and push caching, where content is preloaded from origin servers 4.

Example: A home goods e-commerce site features 50,000 product SKUs, each with multiple high-resolution images. The CDN implements a tiered caching strategy: the 500 most popular products (representing 60% of traffic) are push-cached to all edge servers globally, ensuring immediate availability. The next 5,000 moderately popular products use pull caching—when the first customer in a region requests a product, the CDN retrieves it from the origin server, caches it locally, and serves subsequent requests from cache. Less popular products are retrieved on-demand but cached for 24 hours. This strategy reduces origin server load by 85% while ensuring fast delivery for all products.

Cache Invalidation Strategies

Cache invalidation strategies address the challenge of maintaining content freshness while maximizing caching benefits, particularly for dynamic content such as product availability, pricing, and inventory information 4. These strategies balance performance optimization with the need to deliver current, accurate information to customers.

Example: An online grocery delivery service must ensure customers see real-time inventory availability to prevent ordering out-of-stock items. The company implements a multi-layered cache invalidation strategy: static content (logos, CSS, JavaScript) is cached for 30 days; product images are cached for 7 days; product descriptions are cached for 1 hour; pricing information is cached for 5 minutes; and inventory availability is never cached, always retrieved in real-time from the origin server. When a product goes on sale, the system sends immediate cache invalidation requests to all edge servers for that product’s pricing data, ensuring customers see updated prices within seconds globally.

Load Balancing Distribution

Load balancing distribution involves distributing network traffic across multiple servers based on real-time capacity metrics, ensuring no single server becomes a bottleneck 3. This component prevents server overload during traffic spikes and maintains consistent performance across varying demand levels.

Example: A sporting goods retailer launches a limited-edition sneaker release, anticipating 100,000 concurrent users at the exact release time. The CDN’s load balancing system distributes these users across 15 edge servers in North America: 5 servers on the East Coast, 5 in the Midwest, and 5 on the West Coast. As users flood the site, the system monitors each server’s CPU utilization, memory usage, and response times. When the New York server reaches 80% capacity, new East Coast users are automatically routed to the Boston and Philadelphia servers. This distribution prevents any single server from crashing while maintaining sub-second response times for all users, enabling the retailer to successfully process 45,000 orders in the first 10 minutes without performance degradation.

DNS-Based Geographic Routing

DNS-based geographic routing utilizes DNS resolution with end-user mapping capabilities, allowing CDNs to direct requests to optimal servers based on the requesting client’s subnet, drastically reducing latency 4. This approach leverages the Domain Name System to make intelligent routing decisions before content requests even reach CDN infrastructure.

Example: A global beauty products retailer implements DNS-based geographic routing across its CDN infrastructure. When a customer in Melbourne, Australia types the retailer’s URL into their browser, the DNS query is resolved by a local DNS server. The CDN’s DNS system recognizes the query originates from an Australian IP subnet and responds with the IP address of the Sydney edge server rather than the origin server in France. This decision occurs in milliseconds, before any content is requested, ensuring that all subsequent requests for images, stylesheets, and product data are automatically directed to the geographically optimal server. The result is a 70% reduction in initial page load time compared to serving content from the European origin server.

Applications in E-commerce Contexts

Global Marketplace Expansion

When e-commerce businesses expand into new international markets, CDN configuration enables them to deliver consistent performance to customers in regions far from their origin infrastructure 1. A North American retailer entering European and Asian markets deploys edge servers in London, Frankfurt, Tokyo, and Singapore. European customers experience page load times comparable to North American customers, eliminating the competitive disadvantage that would result from serving all content from North American servers. The CDN automatically routes each customer to their nearest edge server, with product catalogs, images, and checkout processes all delivered with minimal latency. This geographic optimization directly contributes to conversion rate parity across markets, with European customers converting at rates within 5% of North American customers despite the 5,000-mile distance from origin servers.

Seasonal Traffic Surge Management

E-commerce platforms experience dramatic traffic spikes during holiday shopping periods, flash sales, and promotional events 1. A consumer electronics retailer preparing for Cyber Monday implements CDN configuration to handle anticipated traffic increases of 800% above baseline. The CDN’s distributed architecture automatically scales to accommodate the surge, with load balancing distributing traffic across dozens of edge servers globally. When traffic from the United States spikes to 200,000 concurrent users, the CDN routes requests across 25 North American edge servers, preventing any single server from becoming overwhelmed. The distributed architecture maintains average page load times under 2 seconds throughout the peak period, compared to the 15+ second load times (or complete outages) that would occur without CDN infrastructure. This performance consistency enables the retailer to process $12 million in sales during the 24-hour Cyber Monday period without technical issues.

Mobile Commerce Optimization

Mobile devices now account for the majority of e-commerce traffic, but mobile networks often have higher latency and lower bandwidth than fixed broadband connections 2. A fashion retailer implements CDN configuration specifically optimized for mobile commerce, with edge servers configured to automatically compress images based on device screen resolution and network speed. When a customer browses the catalog on a smartphone over a 4G connection, the CDN detects the device type and network conditions, serving optimized images at 800×800 pixels instead of the 2000×2000 pixel images served to desktop users. This optimization reduces data transfer by 75% while maintaining visual quality appropriate for mobile screens. The result is a 60% improvement in mobile page load times and a 23% increase in mobile conversion rates.

Content-Rich Product Experiences

Modern e-commerce increasingly relies on rich media content—360-degree product views, video demonstrations, and high-resolution zoom capabilities—to replicate in-store shopping experiences 4. A furniture retailer implements CDN configuration to deliver these content-intensive experiences without performance penalties. Each product page includes six high-resolution images, a 360-degree rotation view, and a 2-minute video showing the product in various room settings. Without CDN infrastructure, loading this content would require 15-20 seconds and consume 25MB of bandwidth. The CDN caches all media assets at edge servers globally and implements progressive loading—displaying the primary product image immediately while loading additional images and video in the background. Customers in any geographic location experience initial page loads under 2 seconds, with full media content available within 5 seconds, enabling the rich product experience without sacrificing performance.

Best Practices

Comprehensive Performance Monitoring and Analytics

Implementing continuous monitoring of load times, bounce rates, conversion rates, and other key performance indicators is essential for measuring CDN effectiveness and identifying optimization opportunities 1. The rationale for this practice is that CDN configuration is not a “set and forget” implementation but requires ongoing analysis and adjustment based on actual performance data and evolving traffic patterns.

Implementation Example: An online bookstore implements a comprehensive monitoring dashboard that tracks CDN performance metrics in real-time across all geographic regions. The dashboard displays average page load times, cache hit rates, bandwidth consumption, and conversion rates segmented by region and device type. The e-commerce team reviews this data weekly, identifying that customers in Southeast Asia experience 15% slower load times than other regions. Investigation reveals that the nearest edge server is in Singapore, but significant traffic originates from Indonesia, Thailand, and Vietnam. Based on this data, the company adds an edge server in Jakarta, reducing average load times for Southeast Asian customers by 35% and increasing regional conversion rates by 12% within the first month.

Strategic Server Placement Based on Customer Distribution

Analyzing customer geographic distribution and deploying servers in regions with highest traffic concentration maximizes CDN effectiveness while optimizing infrastructure costs 1. This practice recognizes that deploying edge servers in every possible location is economically impractical, requiring strategic decisions about which regions receive dedicated infrastructure.

Implementation Example: A specialty coffee equipment retailer analyzes six months of traffic data and identifies that 85% of customers are located in ten metropolitan areas: New York, Los Angeles, Chicago, London, Paris, Berlin, Tokyo, Sydney, Toronto, and São Paulo. Rather than deploying edge servers in dozens of locations, the company strategically places servers in these ten cities, covering the vast majority of their customer base. The remaining 15% of customers in other locations are served by the nearest available edge server, still receiving significantly better performance than origin server delivery. This strategic approach delivers 90% of the performance benefit of comprehensive global coverage at 40% of the infrastructure cost, optimizing the return on CDN investment.

Content-Type Specific Caching Policies

Implementing differentiated caching strategies for various content types balances performance optimization with content freshness requirements 24. Static content can be cached for extended periods, while dynamic content requires more sophisticated cache invalidation strategies to ensure customers receive current information.

Implementation Example: A consumer electronics retailer implements a tiered caching policy across their CDN infrastructure. Static assets (logos, CSS files, JavaScript libraries) are cached for 90 days with aggressive compression, reducing bandwidth consumption by 60%. Product images are cached for 30 days, as they rarely change once published. Product description pages are cached for 6 hours, allowing for periodic updates while maintaining strong cache hit rates. Product pricing is cached for only 5 minutes, ensuring customers see current prices during sales and promotions. Inventory availability is never cached, always retrieved in real-time to prevent customers from ordering out-of-stock items. This differentiated approach achieves an overall cache hit rate of 87% while ensuring critical dynamic information remains current.

Security Integration as Core Infrastructure

Implementing DDoS protection, SSL/TLS optimization, and other security features as integral components of CDN configuration protects e-commerce platforms from threats while maintaining performance 3. Modern CDN infrastructure provides security benefits alongside performance optimization, creating a unified approach to both challenges.

Implementation Example: A jewelry retailer implements CDN configuration with integrated security features to protect against DDoS attacks and credential stuffing attempts. The CDN’s security layer monitors traffic patterns in real-time, automatically detecting and blocking suspicious activity. During a DDoS attack that generates 500,000 malicious requests per minute, the CDN’s distributed architecture absorbs the attack traffic across dozens of edge servers, filtering malicious requests before they reach the origin server. Legitimate customer traffic continues flowing normally, with customers experiencing no performance degradation or service interruption. The CDN also implements rate limiting on login attempts, preventing credential stuffing attacks while maintaining seamless experiences for legitimate customers. This integrated security approach protects the business without requiring separate security infrastructure or compromising performance.

Implementation Considerations

CDN Provider Selection and Configuration

Selecting an appropriate CDN provider requires evaluating factors including geographic coverage, performance characteristics, pricing models, security features, and integration capabilities 3. Different providers offer varying levels of global coverage, with some specializing in specific regions or content types. E-commerce businesses must assess their specific requirements—customer geographic distribution, content types, traffic volumes, and budget constraints—to select the optimal provider.

Example: A mid-sized fashion retailer evaluating CDN providers compares three options: a global enterprise CDN with 200+ edge locations worldwide but premium pricing; a regional CDN with strong North American and European coverage but limited Asia-Pacific presence; and a specialized e-commerce CDN with built-in image optimization and product catalog caching. The retailer’s customer base is 70% North American, 25% European, and 5% other regions. They select the regional CDN, which provides excellent coverage for 95% of their customers at 40% lower cost than the global enterprise option. The cost savings enable them to invest in additional optimization initiatives, and the regional CDN’s performance meets their requirements without paying for unnecessary global infrastructure.

Audience-Specific Customization and Personalization

CDN configuration can be customized to deliver different content or experiences based on user characteristics including geographic location, device type, language preferences, and browsing history 2. This customization enables e-commerce businesses to provide localized experiences while maintaining the performance benefits of distributed caching.

Example: An international sporting goods retailer implements geo-targeted content delivery through their CDN configuration. Customers in the United States see product prices in USD, inventory availability from North American warehouses, and shipping estimates based on USPS delivery times. Customers in Germany see the same products with prices in EUR, inventory from European distribution centers, and DHL shipping estimates. The CDN caches separate versions of product pages for each region, delivering localized content from nearby edge servers. This approach combines the performance benefits of edge caching with the business benefits of localized customer experiences, increasing conversion rates by 18% in international markets compared to a one-size-fits-all approach.

Organizational Technical Maturity and Resources

Successful CDN implementation requires adequate technical expertise for initial configuration, ongoing management, and performance optimization 3. Organizations must assess their internal capabilities and determine whether to build in-house expertise, engage external consultants, or select managed CDN services that reduce technical complexity.

Example: A small artisan goods marketplace with limited technical staff evaluates their CDN implementation options. Their two-person technical team lacks experience with CDN configuration and cannot dedicate significant time to infrastructure management. They select a managed CDN service that provides automated configuration, built-in best practices, and 24/7 technical support. The managed service costs 30% more than a self-managed CDN but eliminates the need for specialized expertise and ongoing management overhead. The marketplace achieves significant performance improvements—40% faster page loads and 15% higher conversion rates—without requiring additional technical hiring or diverting their small team from core product development.

Cost-Benefit Analysis and ROI Measurement

While CDN implementation reduces bandwidth costs and improves conversion rates, the infrastructure investment requires careful ROI analysis to ensure business value 3. Organizations must quantify both the costs (CDN service fees, implementation effort, ongoing management) and benefits (improved conversion rates, reduced bandwidth costs, enhanced customer satisfaction) to make informed investment decisions.

Example: A home improvement retailer conducts a comprehensive cost-benefit analysis before implementing CDN configuration. They calculate current costs: $8,000 monthly for origin server bandwidth, estimated $50,000 annual revenue loss from slow international page loads (based on 2% conversion rate difference and international traffic volume). CDN implementation costs include $12,000 monthly service fees and $25,000 one-time implementation effort. However, projected benefits include $6,000 monthly bandwidth savings (origin server load reduction), estimated $75,000 annual revenue increase from improved international conversion rates, and reduced origin server infrastructure requirements saving $3,000 monthly. The analysis shows a 14-month payback period and 240% three-year ROI, providing clear justification for the investment. After implementation, the retailer tracks actual performance against projections, confirming the business case and identifying additional optimization opportunities.

Common Challenges and Solutions

Challenge: Cache Invalidation for Dynamic Content

Managing cache expiration for dynamic e-commerce content—product availability, pricing, inventory levels, and personalized recommendations—requires sophisticated strategies to balance performance with content freshness 4. E-commerce sites cannot afford to show customers outdated pricing or allow orders for out-of-stock products, yet caching this dynamic content is essential for performance. The challenge intensifies during sales events when prices change frequently, or for high-velocity products where inventory fluctuates constantly. Without proper cache invalidation strategies, customers may see stale information, leading to frustration, abandoned carts, and customer service issues.

Solution:

Implement a multi-tiered cache invalidation strategy that differentiates between content types based on update frequency and business criticality 4. For product pricing, implement short cache TTLs (5-10 minutes) combined with event-driven invalidation—when a price changes in the product database, the system immediately sends invalidation requests to all edge servers for that specific product. For inventory availability, implement real-time API calls that bypass caching entirely, ensuring customers always see current stock levels. For product descriptions and images that change infrequently, use longer cache TTLs (hours or days) with manual invalidation when content is updated. A sporting goods retailer implementing this approach maintains 85% cache hit rates while ensuring pricing accuracy within 5 minutes and real-time inventory visibility, eliminating customer complaints about outdated information while preserving CDN performance benefits.

Challenge: Geographic Coverage Gaps

Deploying edge servers in all potential customer locations is economically infeasible, requiring strategic decisions about which regions receive dedicated infrastructure 2. E-commerce businesses expanding globally often discover that their CDN provider has limited presence in emerging markets or specific regions where they’re attempting to grow. Customers in these underserved regions experience significantly slower performance than customers in well-covered markets, creating competitive disadvantages and limiting growth potential. The challenge is particularly acute for businesses targeting customers in Africa, parts of Asia, and Latin America where CDN infrastructure is less developed.

Solution:

Conduct comprehensive geographic traffic analysis to identify customer concentration patterns and prioritize edge server deployment in regions representing the highest traffic volumes and business value 1. For a retailer discovering that 80% of their traffic originates from 15 metropolitan areas, deploy dedicated edge servers in those specific locations rather than attempting comprehensive global coverage. For underserved regions, implement performance optimization techniques that mitigate the impact of longer distances: aggressive image compression, progressive content loading, and critical content prioritization. Additionally, evaluate multiple CDN providers, as different providers have varying geographic strengths—a provider with limited African presence might be supplemented with a regional CDN specializing in that market. A global electronics retailer implements this hybrid approach, using a primary CDN for North America and Europe (85% of traffic) and a regional CDN for Southeast Asia (10% of traffic), achieving 95% coverage of their customer base while controlling costs.

Challenge: Configuration Complexity and Optimization

Optimizing CDN settings for specific business requirements demands technical expertise and ongoing monitoring, with numerous configuration options affecting performance, cost, and functionality 3. E-commerce teams often struggle with questions like: Which content should be cached and for how long? How should cache invalidation be triggered? What compression settings optimize the balance between file size and quality? How should the CDN handle mobile versus desktop traffic? Incorrect configuration can result in poor cache hit rates, stale content delivery, or unnecessary costs, while optimal configuration requires deep technical knowledge and continuous refinement.

Solution:

Implement a structured optimization process beginning with baseline performance measurement, followed by incremental configuration changes with A/B testing to measure impact 1. Start with CDN provider’s recommended default settings, then systematically optimize specific aspects: first, analyze cache hit rates and identify frequently requested content that should be cached more aggressively; second, implement content-type specific caching policies based on update frequency; third, optimize compression settings for different content types; fourth, configure device-specific delivery rules for mobile optimization. Document all configuration changes and their performance impact, building organizational knowledge over time. An online furniture retailer implements this approach, dedicating two hours weekly to CDN optimization. Over six months, they incrementally improve cache hit rates from 65% to 89%, reduce bandwidth consumption by 45%, and decrease average page load times by 38%, with each optimization building on previous improvements and documented learnings.

Challenge: Mobile Network Performance Variability

Mobile devices accessing e-commerce sites over cellular networks experience highly variable performance due to network congestion, signal strength fluctuations, and bandwidth limitations 2. While CDN configuration optimizes server-side delivery, mobile network conditions create additional latency and performance challenges beyond CDN control. Customers on 3G networks or in areas with poor cellular coverage experience slow page loads even when content is delivered from nearby edge servers. This variability makes it difficult to provide consistent mobile commerce experiences, particularly in regions with less developed mobile infrastructure.

Solution:

Implement adaptive content delivery that detects network conditions and automatically adjusts content quality and loading strategies 4. Configure the CDN to detect device type and connection speed, serving appropriately optimized content: high-resolution images for desktop users on broadband, medium-resolution images for mobile users on 4G, and low-resolution images for users on 3G or slower connections. Implement progressive image loading that displays low-resolution placeholders immediately while loading full-resolution images in the background. Prioritize critical content (product images, prices, add-to-cart buttons) over secondary content (reviews, recommendations) to ensure core functionality loads quickly even on slow connections. A fashion retailer implements this adaptive approach, detecting that a customer is browsing on a smartphone over a 3G connection and automatically serving images at 50% of standard resolution, reducing data transfer by 70% and improving page load times from 12 seconds to 4 seconds, significantly improving the mobile shopping experience for customers with limited connectivity.

Challenge: Cost Management and Budget Optimization

While CDN implementation reduces bandwidth costs, the infrastructure investment and ongoing service fees require careful cost management to ensure positive ROI 3. E-commerce businesses often discover that CDN costs scale with traffic volume, creating budget challenges during high-traffic periods. Unexpected cost increases can occur from inefficient caching (low cache hit rates requiring frequent origin server requests), excessive bandwidth consumption from unoptimized content, or traffic spikes during promotional events. Without proper cost monitoring and optimization, CDN expenses can exceed budgets and erode the business value of implementation.

Solution:

Implement comprehensive cost monitoring with automated alerts for unusual spending patterns, combined with ongoing optimization to maximize cache efficiency and minimize bandwidth consumption 13. Configure detailed cost tracking by content type, geographic region, and traffic source to identify optimization opportunities. Implement aggressive content optimization—image compression, video transcoding, and minification of CSS/JavaScript—to reduce bandwidth consumption. Optimize cache TTLs to maximize cache hit rates, reducing origin server requests and associated costs. For predictable traffic spikes (holiday shopping, scheduled promotions), work with CDN providers to pre-negotiate capacity and pricing. A consumer electronics retailer implements monthly cost reviews, identifying that video content accounts for 60% of bandwidth costs but only 15% of conversions. They optimize video delivery by implementing adaptive bitrate streaming and lazy loading (videos load only when users click play), reducing video-related bandwidth costs by 55% while maintaining user experience. This optimization saves $4,500 monthly, improving CDN ROI and freeing budget for additional marketing initiatives.

See Also

References

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  2. Cloudflare. (2024). What is a CDN? | How do CDNs work? https://www.cloudflare.com/learning/cdn/what-is-a-cdn/
  3. Amazon Web Services. (2025). What is a CDN (Content Delivery Network)? https://aws.amazon.com/what-is/cdn/
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