Issue: When you try to create the CNAME "mywebapp.trafficmanager.net" record for "company.com", your DNS provider will reject it, saying that it violates RFC1912 - which states that:
- A CNAME record is not allowed to coexist with any other data,
- If a CNAME RR is present at a node, no other data should be present; this ensures that the data for a canonical name and its aliases cannot be different.
"company.com" type of record is commonly known as (all terms are interchangeable):
- Root URL
- Apex URL
- Naked URL
The alternative would be to use "www.company.com" instead and but your company have probably invested a lot of money on SEO to ensure that "company.com" shows up high in search ranking results.
Resolution: At the moment, CloudFlare seems to be your best bet. They introduced "CNAME flattening" back in March 2014 which allows exactly the scenario we need.
Read more about CNAME Flattening here:
I've tested it with Azure Traffic Manager and it works perfectly.