The Big Game will again command an audience north of 110 million viewers — some watching the game itself, and others tuning in to see how brands spent their $5 million for a half-minute of air time. When one of these commercials touts a web address to that many people, it can quickly produce a tremendously sharp spike in traffic. While that can be a huge success for the brand and its high-pressure advertising strategy, it can all be for naught unless the site is ready to scale and remain available to its new audience throughout the high traffic event.

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