A target audience is a group of people identified by a rule set of signals. Personalized dynamic content can be shown to a specific audience.


The baseline content is the original content without any personalization.

Content Delivery Network (CDN)

A geographically distributed network of servers that delivers cached static content based on the geographic location of the user.

Edge side rerendering

Edge side rerendering is a way of rendering dynamic content in CDN edge servers. Think of it as server-side rendering but for static sites (e.g. Gatsby).

We have implemented edge side rerendering since 2019 for performant real-time personalization and experimentation.

Headless CMS

A headless content management system, or headless CMS, is an API-first CMS with a content repository that makes content accessible for display on any device.


An architecture designed to make the web faster, more secure, and easier to scale. It builds on many of the tools and workflows which developers love, and which bring maximum productivity.

Static Site Generator (SSG)

Static site generators (SSG) are frameworks which takes in data, content and templates, processes them, and outputs a folder full of all the resultant pages and assets. The pages and assets are static and can be served from CDN (or servers).


The variant content is the personalized content.