Good Case Study On Hadoop The Cookie Cutter
1. Using your own words, explain how third-party cookies are created. In one’s understanding, third-party cookies are created through visiting a site with multiple sources. When a user has clicked the URL of the site with other sources, some of the sources allegedly contain instructions to acknowledge accepting their cookie. As emphasized, third-party cookies only reveal IP addresses, in lieu of identifying name or value.
2. 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? The data could be used to determine which the best ads are through the use of a MapReduce algorithm. As learned, the algorithm enables sifting and streamlining information to determine patterns (most preferred ads) and come up with a valid conclusion.
b. How can you use this data to determine which are the best ad formats? Again, the MapReduce, possibly through Hadoop, enables users to determine which ads contain the best formats through exhibiting most frequent visits that appealed to the target clientele.
c. How could you use records of past ads and ad clicks to determine which ads to send to a given IP address? Historical, or past ads and current ad clicks, could be used to determine with ads would be sent to a given IP address through the records of frequency of visits and clicks. Again, through MapReduce, the amount of information are sifted, screened, and streamlined to cater to the users’ specific purposes.
d. How could you use this data to determine how well the technique you used in your answer to question c was working? The data could be used to discern whether the technique is most effective if similar and continued patterns are exhibited from the IP address where the information was apparently sent.
e. How could you use this data to determine that a given IP address is used by more than one person? The data could be used to determine whether a given IP address is used by more than one person in terms of the patterns of searches made (according to subject, preferences, and distinct disparities).
f. How does having this data give you a competitive advantage vis-à-vis other ad-serving companies? The collection of this data would give an ad-servicing company a competitive advantage vis-à-vis other ad-serving companies through enabling the user to design effective strategies that would turn collected information towards their benefits. If the ad-serving company was able to solicit more purchase decisions from target clientele, over other ad-serving companies; then, the data collected could be considered effective in achieving intended results.
3. 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. The cookie data could be processed through parallel processing. Parallel processing enables processing of program instructions through designing categories of associates according to IP addresses.
b. Explain how your answers to question 2 change, given that you have this additional data.
The answer to question 2 would be simpler and clearly structured since parallel processing would
enable ad-servicing companies to process collected data according to IP addresses and towards identifying dominant patterns in a clearly structured system.
c. Describe how you can use this log data to determine users who consistently seek the lowest price. The log data could be used to determine users who consistently seek the lowest price through exhibiting patterns disclosed from specifically identified IP addresses which are linked to ads offering the lowest prices.
d. Describe how you can use this log data to determine users who consistently seek the latest fashion. Likewise, the log data could be used to determine users who consistently seek the latest fashion through accurately pinpointing IP addresses that exhibit click and purchase patterns on ads promoting the latest trends in fashion.
e. Explain why uses like those in c and d above are only possible with MapReduce or a similar technique. MapReduce enables streamlining of information to its core that finally reveals patterns of purchase decisions linked to promotional or advertising campaigns. As learned, MapReduce enable the distribution of processing work to independent processors to serve the specialized purpose.
Please remember that this paper is open-access and other students can use it too.
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