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'Cookie stuffing': A data scientist takes on seamy side of online ads
This article is part of the CIO Decisions issue of Nov. 2013, Vol. 27
Ever feel like it's getting harder to tell the machine from the human? For Claudia Perlich, distinguishing between the two is just part of the job. She's the chief scientist for Dstillery, an advertising technology company that aims to match online customer interest with specific brands and products. So, when Perlich's predictive models nearly doubled in performance within the span of two weeks, a red flag went up. "One rule for data science: If it looks too good to be true, it probably is too good to be true," Perlich said during a webinar preview for the upcoming Strata + Hadoop World 2013, where she'll be presenting. In fact, Perlich was pretty convinced the spike in performance she saw was the work of bots -- Web robots that simulate human behavior and are known to defraud display advertisers. In some cases, bots are sent to hit fake websites, artificially inflating traffic numbers to make the ad space seem more valuable. In other cases, scammers and bots are even more insidious, affecting commercial websites with something ...
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Features in this issue
Equifax data expert Michael Koukounas explains how real-time data turns into real dollars and how he takes the complexity out of complex analysis.
With business agility more in demand than ever, context-rich smart process applications emerge as a difference-making solution.
Smart process apps are a new breed of software designed for streamlining business activities that are people-intensive and subject to change.
What happens when Agile development isn't fast enough? For one technology company, it means building a post-Agile world.
Two top CIOs give their quick takes on proving up the value of social media and collaboration tools.
Columns in this issue
Is your IT organization ready to get smart? Smart process apps are becoming a tool of choice in many agile-inclined enterprises.
Combatting cookie stuffing, smoking out dubious URLs, designing for behavior change and selling the company culture: The Data Mill reports.
Gartner probes the CEO mindset and sees 'economic defiance,' an appetite for digital growth and lots of work for the ambitious CIO.