Assignment
Case Study 9: Hadoop the Cookie Cutter
Questions
1. 9-16.Using your own words, explain how third-party cookies are created.
2. 9-17.Suppose you are an ad-serving company, and you maintain a log of cookie data for ads you serve to Web pages for a particular vendor (say, Amazon).
a. How can you use this data to determine which are the best ads?
b. How can you use this data to determine which are the best ad formats?
c. How could you use records of past ads and ad clicks to determine which ads to send to a given IP address?
d. How could you use this data to determine how well the technique you used in your answer to question c was working?
e. How could you use this data to determine that a given IP address is used by more than one person?
f. How does having this data give you a competitive advantage vis-à-vis other ad-serving companies?
3. 9-18.Suppose you are an ad-serving company, and you have a log of cookie data for ads served to Web pages of all your customers (Amazon, Facebook, etc.).
a. Describe, in general terms, how you can process the cookie data to associate log entries for a particular IP address.
b. Explain how your answers to question 9-10 change, given that you have this additional data.
c. Describe how you can use this log data to determine users who consistently seek the lowest price.
d. Describe how you can use this log data to determine users who consistently seek the latest fashion.
e. Explain why users like those in parts c and d above are only possible with MapReduce or a similar technique.
4. 9-19.As stated, third-party cookies usually do not contain, in themselves, data that identifies you as a particular person. However, Amazon, Facebook, and other first-party cookie vendors know who you are because you signed in. Only one of them needs to reveal your identity to the ad-server, and your identity can then be correlated with your IP address. At that point, the ad-server and potentially all of its clients know who you are. Are you concerned about the invasion of your privacy that third-party cookies enable? Explain your answer.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Case-Study.rar