Netlify introduces a new Rate Limiting feature to provide users with greater control over their website's traffic management and security. This feature complements existing automated protections against DDoS attacks and malicious clients, allowing for manual setting of granular limits on requests from specific IP addresses or locations. Key benefits include better traffic control, protection against cyber threats like L7 DDoS and brute force attempts, efficient bandwidth usage, API protection, and customizable settings to suit individual needs.