The document discusses traffic management in the cloud, emphasizing its importance for enhancing network optimization, reliability, and performance through DNS traffic management. It outlines various deployment scenarios, benefits, and solutions for organizations needing improved uptime, scalability, and customer experience. Key challenges and case studies illustrate the practical applications of cloud-based traffic management solutions across different organizations.

1. Traffic Management in the Cloud The Challenges of Network Optimization Web 2.0 Happy Hour James Willett Senior Director, Professional Services & Sales Engineering [email_address] 11/18/2009 © Neustar Inc. / Proprietary and Confidential

2. Agenda What is Traffic Management? Definition Traffic Management at different OSI Layers What is Traffic Management in the Cloud? Why do You Need It? Who Needs It? Various deployment scenarios When to Deploy It? Options for deployment What to Take Away? Q&A © Neustar Inc. / Proprietary and Confidential

3. What is Traffic Management? Traffic Management by Wikipedia Doesn’t exist! Bandwidth management, traffic shaping, etc. – do exist Loosely used term in industry Defined (here) as directing users to proper resource Increase Reliability Enhance Performance Improve Operational Control & Flexibility Increase Network Utilization & Optimization Increase Profitability Happens at many layers (OSI) Physical: Routers, Switches and Ethernet in General Data Link: ARP (HA Failover, VIPs) Network: Routing Protocols (BGP, OSPF) Application: Enhanced DNS or DNS TM According to Wikipedia: http:// en.wikipedia.org/wiki/OSI_model Today Focusing on DNS Traffic Management © Neustar Inc. / Proprietary and Confidential

4. What is Traffic Management in the Cloud? DNS as a Managed Service for Delivery Centralized platform providing economies of scale No cost for new hardware, software, or maintenance Service Level Agreement Key benefits of DNS-based Services Push Traffic Mgmt functionality to the edge Reliability and Performance (IP Anycast/BGP) Ease of Deployment Incremental growth Flexibility to combine services © Neustar Inc. / Proprietary and Confidential

5. Why Do Organizations Need It? Increases Performance Faster page/application load times Better Reliability Uptime, Uptime, Uptime! Scalability and Capacity Enhancements Do more with less (mantra of IT) Better customer experience Happier Customers Reduced Customer Service costs This typically means… Distinct ROI © Neustar Inc. / Proprietary and Confidential

6. Who Needs It? If You Need… Disaster Recovery Utilize Multiple Data Centers Session Persistence CDN Alternatives or CDN Load Balancing Combinations or All of the Above Meet these needs on reduced budget and limited resources Then … YOU NEED IT © Neustar Inc. / Proprietary and Confidential

7. Disaster Recovery Challenge Organization International Company providing Financial Trading software Website used for: Drive brand recognition Providing information Offering download services for its software packages Challenge Maintain a single data center facility Secondary site acting as failover for Disaster Recovery Both data centers are hosting providers Limited ability to deploy their own hardware solution © Neustar Inc. / Proprietary and Confidential

8. Failover Between Data Centers TM Cloud Solution Failover pool: one facility primary and the other backup Primary data center serves all content unless its unavailable Performance probes checking application determine up-time © Neustar Inc. / Proprietary and Confidential End User 10.10.10.10 10.10.10.20 (myweb.com Primary) 10.10.10.30 10.10.10.40 10.10.10.50 (myweb.com Backup) 10.10.10.60 Data Center A Data Center B Recursive Server SiteBacker Monitor Performance Probes Connected to Myweb.com! IP Traffic DNS Response: IP directed to Backup

9. Utilizing Multiple Data Centers Challenge Organization SAAS provider using Amazon’s Cloud Services to deliver service Revenue based on SAAS (hosted in cloud) Challenge Five IP Addresses allocated from Cloud Announce multiple IP addresses when DNS resolved Problematic IP address must be pulled from service © Neustar Inc. / Proprietary and Confidential

10. Global Server Load Balancing (GSLB) TM Cloud Solution Monitoring and Round Robin Load Balancing Configured to serve two IP addresses for each request Monitor probes checking application When all GSLB records fail, All Fail record is served as last resort Failover for last resort being static “We’re Sorry” web page (not 404 error) © Neustar Inc. / Proprietary and Confidential End Users Recursive Server IP Traffic Traffic directed based on performance probes 60% Traffic 40% Traffic Content Server C Data Center A Content Server B Content Server C Content Server B Data Center B Content Server A Content Server A Performance Probe Agent ISP UltraDNS Global Network

11. Session Persistence Challenge Organization Online Insurance and Finance Product Comparison Website Helps consumers select products Non-profit Challenge Balancing traffic between two data centers Required session persistence for a quoting application Low Budget as a non-profit © Neustar Inc. / Proprietary and Confidential

12. Geo-Based Load Balancing TM Cloud Solution Geo-targeting with monitoring and failover User “Directed” to same data center resource based on their location Probes ensure the data center resources are active Avoided costly software development to achieve persistence © Neustar Inc. / Proprietary and Confidential HTTP Request/IP Traffic Content Server C Data Center A Content Server B Content Server C Content Server B Data Center B Traffic Controller Monitoring Probes ISP 1 User 2 ISP 2 Internet User 1 Content Server A Content Server A Recursive Server Recursive Server DNS HTTP Redirect

13. CDN Replacement Challenge Organization Special Event Technology Coordination Committee Maintains an important set of websites associated with a global event Requires maximum uptime and performance Challenge Multiple CDNs contracted Wanted to utilize both CDNs concurrently Maximize performance but balance cost But automatically failover between CDNs with any failure © Neustar Inc. / Proprietary and Confidential

14. Geo-Based Load Balancing to CDNs TM Cloud Solution Geo-targeting at the CNAME level was used Configured for optimal cost savings Targeted cheaper CDN in locations it performed well Targeted more robust (but more expensive) CDN in all other locations Cost savings paid for the DNS Traffic Management Services © Neustar Inc. / Proprietary and Confidential High-Cost CDN Low-Cost CDN Size = Performance

15. CDN Alternative Challenge Organization Online travel booking organization B2C with a global user presence Primary functions in APAC Challenge Building multiple data centers more economical than CDN Must balance end-user traffic between core application in APAC and imaging servers in APAC, US and UK to speed page loads End user location best option for load balancing Targeting content based on location this way © Neustar Inc. / Proprietary and Confidential

16. Geo-Based Load Balancing TM Cloud Solution Geo-targeting for content distribution Selected locations to maximize end user performance Targeted content on imaging servers “ Tweaking” configurations to adjust geography connections © Neustar Inc. / Proprietary and Confidential USA UK Australia Hong Kong

17. Grouping Services Challenge Organization Investment Management Companies group 21 Locations around the World Challenge Four existing VPN deployments Need to direct remote users to closest VPN instance Provide automatic backup VPN in case of failure Load Balance in the US because of heavy load © Neustar Inc. / Proprietary and Confidential

18. Geo-Based Pools with Failover TM Cloud Solution Geo-targeting with Failover (LB in US) Asia Pac users connect to VPN in Japan with two backups European users to connect to VPN in London with two backups U.S. and all other users connect to VPNs in U.S. with 50/50 traffic split US Backup in London © Neustar Inc. / Proprietary and Confidential Tokyo Advanced Directional (AD) w/ Sitebacker (SB) and Traffic Controller (TC) London San Antonio Phoenix Internet Internet Internet VPN Servers VPN Users USA Europe SE Asia Primary connection Backup connection

19. When To Deploy? Right Now! Many Vendor Offerings Varying technologies Software Open Source Appliances/Purpose-built hardware Services Cloud has never been more popular Service offerings are typically built on cloud technology or cloud principles © Neustar Inc. / Proprietary and Confidential

20. Now, a Test: what did we learn? Traffic Management in the Cloud James Willett Senior Director, Professional Services & Sales Engineering [email_address] 11/18/2009 © Neustar Inc. / Proprietary and Confidential

21. Just Kidding! Test??? Not Tonight It’s a happy hour! But we do have some takeaways © Neustar Inc. / Proprietary and Confidential

22. What to Take Away Traffic Management Means Many Things, But… ‘ Traffic Management in the Cloud’ means: Leveraging DNS protocol and global infrastructure Directing end users to the optimal server, application or DC Drive Network Optimization Increase Reliability Improve Performance Enhance Scalability Increase Network Utilization Increase Profitability Revenue Protection Revenue Enhancement Cost Savings Operational Expense Capital Expenditure © Neustar Inc. / Proprietary and Confidential

23. Have Questions? Feel free to email me: [email_address] To learn more about our services, visit us online at: www.ultradns.com Thank You © Neustar Inc. / Proprietary and Confidential