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). 1. How can you use this dat to determine which are the best ads? 2. How can you use this data to determine which are the best ad formats? 3. How could you use records of past ads and ad clicks to determine which ads to send to a given IP address? 4. How could you use this data to determine how well the technique you used in your answer to question 2.3 above was working? 5. How could you use this data to determine that a given IP address is used by more than one person? 6. How does having this data give you a competitive advantage vis-a-vis other ad-serving companies? 3. Suppose you are an ad-serving company, and your have a log of cookie data for ads served to Web pages of all your customers (Amazon, Facebook, etc). 1. Describe, in general terms, how you can process the cookie data to associate log entries for a particular IP address. 2. Describe how you can use this log data to determine users who consistently seek the lowest price. 3. Describe how you can use this log data to determine users who consistently seek the latest fashion. 4. Explain why uses like those in 3.2 and 3.3 above are only possible with MapReduce or a similar technique.