on user attributes, device properties • Visitor session validation • User-agent validation—add an Access-Control- Allow-Header • Validate access token to confirm authentication • URL customization • Re-write URLs, pretty URLs • A/B testing and cookie-based sticky sessions • “Flip a coin” to select a version of content displayed to each user • Security • Security header insertions (HSTS, X-Content- Type-Options, and more) • Bot handling