Latency is a measure of the lag in response between a digital action and reaction. It is often a product of slow networks, databases, systems, and applications.

High latency in marketing communications can lead to unnatural interactions and customer frustration. Latency can be reduced (but not entirely eliminated) by analyzing its contributing causes and adding or substituting high-performance “real-time” engines, caches, applications, and databases in the delayed path, and by reducing the number of calculations, queries, and data transfers needed to select a response.

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