Like so many other parts of the enterprise technology market, the content delivery segment is also experiencing a boom in startups seeking to change the competitive status quo. Three months after Teridion Ltd. existed stealth with $20 million in funding and a promise to make web services load up to 20 times faster than they do today, Instart Logic Inc. has received $45 million from investors to push its own unique spin on the concept.

The five-year-old outfit focuses not so much on reducing the net amount of time it takes to load online content as making the process smoother from the end-user’s point of view. Its namesake service employs a homegrown concussion of machine learning algorithms to understand how a site or application functions and optimize the connection such that the most important parts arrive at the browser first. A new media publisher, for instance, could take advantage of the functionality to have the top section of its homepage show up instantly when visitor passes by while the articles listed below continue to download in the background.

Instart Logic says that its technology can provide the same benefit for practically any other type of online content, including dynamically-generated code produced on the server side, which legacy content delivery networks are unable to handle. Their primary purpose is to speed up the loading of static files like images, functionality that the startup provides as well using computer vision technology paired to its machine learning engine. Its service individually scans every picture on a web service to determine the highest degree of compression that can be applied without running the risk of reducing viewability.

Instart Logic claims that the feature is particularly useful for reducing page loading times on mobile devices. According to a study from the Enterprise Strategy Group published last year, the startup’s service can provide an up to 75 percent bigger speed improvement for smartphones and tablet users than traditional competitors, a value proposition that helped triple its revenue over the past 12 months. The new funding will be used to increase that growth by setting up new sales offices in international markets.

No specific details were provided about the expansion plan, but given the fact that Australian telecommunications giant Telstra Corporation Limited was among the participants in the round, chances are the oceanic country is one of the first ones on the agenda. Instart Logic is also working to grow its presence in Europe and the Middle East, recently hiring 20-year technology sales veteran Andrew Bartlam to head up its U.K branch.

Image via Geralt