JavaScript as the Web’s Integration Fabric

Ten years ago, I never would have predicted how JavaScript (code to make things more dynamic in a web browser) hosted on third-party sites would become the core integration method for the front-end of the web (see The Three Types of SaaS Integration). In hindsight, it makes sense that interactive elements and analytics would be decoupled from much of the content so that companies can deliver best-of-breed solutions for a variety of functions. Now, tag managers like Segment and Google Tag Manager have taken it one step further and decoupled the loading of JavaScript on a per-page basis to a system that uses JavaScript to load other JavaScript (very meta).

Many popular webpage features are loaded via JavaScript that comes from a third-party, including:

  • Web analytics
  • Forms
  • Live chat
  • Comments
  • Pop-up prompts that ask for an email address
  • Site search
  • Dynamic content

Going forward, look for this trend to continue and more functions on the web to be delivered via third-party JavaScript. More sites will deliver real-time personalization and richer, higher quality experiences in a seamless manner via third-party products. JavaScript is the web’s integration fabric, and growing in importance.

What else? What are some more thoughts on JavaScript as the web’s integration fabric?

One thought on “JavaScript as the Web’s Integration Fabric

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