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Most static web traffic today is made up of images. While there are many tools for preparing images for the Web, such as Photoshop's save for Web tool and a number of other existing resizing and compression tools and techniques. Most have major drawbacks - for example, limited to one format - JPEG, PNG, or GIF. There are many tools that can help alleviate this problem, but they tend to be overly simplistic and force images down to quality levels, such as a JPEG image with a quality of 70, regardless of the optimizability of the image depending on the content. You also need to think about quality; Having an automated image optimization pipeline is useless, or at best cumbersome, if you have to manually check the fidelity of the optimization results. That's why Kraken.io is true, because Kraken.io fits this equation.