Question is from MIS, (Experiencing MIS, sixth edition by David M. kroenke, Rand

Question

Question is from MIS, (Experiencing MIS, sixth edition by David M. kroenke, Randall J. Boyle)

1. Using your own words, explain how third-party cookies are created.

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 ad?

b. How can you use this data to determine which are the best ad formats?

c. How could you record 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 part c wa 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 advantages via-a-vis other ad-serving companies?

Explanation / Answer

1. Cookies are basically a small peice of information on our PC stored by third parties/websites/apps that run on internet technologies.

These cookies store some personal information (basically programmers descrition is used here) on what is recently searched, tags uses, last navigation, times, authentication ids etc...

These cookies are managed by browsers (client side), hence the user can erase these when ever he/she wants to. If the browser options are set to not to create cookies then they cannot be created by websites.

Cookies are created when some data handling operations are done on a page like clicking submit button on forms etc.. and the site that created can only access their domain cookies. Example: If yahoo has cookies on my pc, Google cannot access them; if mail.yahoo.com has cookies in my pc then finance.yahoo.com can access them since they all below to yahoo.com root domain.

2a. Basing on cookies - sites like amazon where ever they have there ad screen they can give specific product apps what user has recently search for and added t fav list, they can track from most recent search to most favorite item stored in there DB.

2b. Target marketing can be done here specific to USERS OF THAT PC. Videos/ pics./ graphics etc can be targeted based on user interest.

2c. Cookies identify the last userID details and more over cookies can support over 4096 bytes - 4kb; storing good size of info is possible; third-party cookies store data from advertisers and other parties that have information-sharing agreements with the site user visited, the IP details based on ISP are shared as part of it too.

2e. If more user details (various IDs) are found in the cookies it could determine that more users are using the same pc.

2f. Target marketing, knowing user most searches, recent searches, interested products, his prices range search would obviously give a competitive edge.

Related Questions

Navigate

• Browse (All)
• Browse Q
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.