Introducing Server-Side Optimization, a powerful new capability for developers

Introduction

Most optimization platforms rely on a client-side approach by running JavaScript code directly in the end users' browser. The JavaScript is used to modify the end website in real time when a browser requests that website. The client-side approach has many benefits including the ability to support a WYSIWYG approach for marketers to create their optimization campaigns, and the ability to publish those campaigns to the website without requiring an internal code release.

The client-side approach, does however, have its own limitations. In the last few years we have seen an explosion of the use of single page applications frameworks, such as Angular and React, in web development. In general, websites and applications are becoming more complex and dynamic and this poses a problem to the JavaScript heavy client-side testing. As the optimization market matures, marketers and product development teams want to test backend features such as search algorithms and pricing strategies