CASE STUDY!!! 9-18 (A-E)
CASE STUDY 9 Hadoop the Cookie Cutter A cookie is data that a Web site stores on your computer to that fact of that click to the log. This logging is repeated every record something about its interaction with you. The cookie time DoubleClick shows an ad. Cookies have an might contain data such as the date you last visited, whether date, but that date is set by the cookie creator, a you are currently signed in, or something else about your in- last many years. So, over time expiration teraction with that site. Cookies can also contain a key value third-party cookie owne to one or more tables in a database that the server company maintains about your past interactions. In that case, when you interactions. access a site, the server uses the value of the cookie to look up your history. Such data could include your past purchases, ments not only with Amazon, but also with many others, such portions of incomplete transactions, or the data and appear as Facebook. If Facebook includes any DoubleClick content on ance you want for your Web page. Most of the time cookies its site, DoubleClick will place another cookie on your com ease your interaction with Web site r will have a history of what they've shown, what ads have been clicked, and the intervals between But the opportunity is even greater. DoubleClick has agree puter. This cookie is different from the one that it placed via Cookie data includes the URL of the Web site of the cookie's Amazon, but both cookies have your IP address and other data owner. Thus, for example, when you go to Amazon, it asks your sufficient to associate the second cookie as originating from browser to place a cookie on your computer that includes its the same source as the first. So, DoubleClick now has a record name, www.amazon.com. Your browser will do so unless you of your ad response data on two sites. Over time, the cookie log have turned cookies off. will contain data to show not only how you respond to ads, but also your pattern of visiting various Web sites on all those sites third-party cookie is a cookie creat n the one you visited. Such cookies are generated in several ed by a site other in which it places ads You might be surprised to learn how many third-party l feature t the most common occurs when a Web page includes ent from multiple sources. For example, Amazon designs cookies yo pages so that one or more sections contain ads provided by called Lightbeam that tracks and graphs all t ad-servicing company, DoubleClick. When the browser computer. Figure 9-30 shows the cookies that were u have. The browser Firefox has ar its you can see, in constructs your Amazon page, it contacts DoubleClick to ob- my computer as I visited various Web sites. As zon page ere content for such sections (in this case, ads). When it Figure 9-30a, when I started my computer and bro ore a DoubleClick cookie. That cookie is a third-party wnnumsn.com are shown in Figure 9-30b. At this point, there e. In general, third-party cookies do not contain the esponds with the content, DoubleClick instructs your browser were no cookies. The cookies on my computer after i to are already eight third-party cookies tracking. After I visited any value that identifies a particular user. Instead, five sites I had 27 third ud e the IP address to which the content was delivered.sites I had 69, as sh own servers, when it creates the cookie, DoubleClick own in Figures 9-30c and d h Who are these companies that are gath i1m ill add behavior data? If you hold your mouse over one of the cookies s that data in a log, and if you click on the ad, it wi
