Case Study

For 88 years, Kelley Blue Book has been a trusted source for car buyers and sellers. Nearly one in three buyers in the U.S. visit for pricing, trade-in value, reviews, loan options and more.

With site traffic growing over 200% — to the tune of 60M queries and 200M web pages served monthly — the company’s homegrown DNS started to wobble a bit.

“When we hosted DNS ourselves, there were various DNS registry errors and it was difficult to make sure our DNS servers were available 100% of the time,” says Grant Leathers, Director of Enterprise Infrastructure. “This resulted in outages.” It was time to give their website a more reliable foundation.


KBB chose Neustar UltraDNS to assure uptime and revenue. Since then, their site has experienced no DNS-related outages. “We can measure how much revenue is lost by the minute,” says Grant. “So it was easy to determine that there was a positive return on investment based on reduced outages.”

Grant also notes faster query resolution times and reduced network latency, along with stronger DNS security. For example, “When there was a serious DNS virus going around, we were not impacted.” UltraDNS offers built-in protection against viruses, DDoS attacks and other threats.


With no manual effort except DNS registry changes, Grant’s team now spends “virtually no time managing external DNS. UltraDNS is very simple to manage and use.”

Thanks to detailed reporting, KBB manages DNS traffic with greater visibility. During a data center migration, “We used UltraDNS to move traffic in a methodical way, without impacting users.”

All told, DNS is “just one of those things that I don’t have to think about anymore. I have enough to worry about, so if I can outsource a critical component of my infrastructure and not worry about it, that is a huge win for me.”