What is big data? Understand how big data works

What is big data? Understand how big data works

Imagine this: someone on the Internet asks if it’s okay for me to spy on you. He wants to know who you are, your gender, your age, where you live, what you do, where you go, what you like, what you don’t like, who you know, who you are with, who you are with – marriage, where you went on vacation and even what you ate last night. He wants to see all your photos, saves them for you and even wants to know who they are. Instead, it will provide an easy way to share all this information. You can limit the number of users who can see your information, from the people you choose to everyone on the Internet. But all your data must go through it first. He kept everything, and sold some of it to companies you don’t know about and can’t figure out. These companies will use your data to sell ads that target you, in the hope that you will buy something. This person undertakes not to sell their true identity or disclose any important personal information to third parties. Best of all, he promised to offer this spyware and sell and share services for free. All you have to do is register. do you agree? If you are online at the moment, there is a good chance that you are already logged in.

What is a data manager?

In 2010, Eric Schmidt, CEO of Google, presented a huge statistic: Two days each person produces the same information as we did from the dawn of time until 2003. In 2012, 294 billion emails are expected to be sent each day; 2 million blogs written; 864,000 hours of videos have been uploaded to Youtube. Cisco predicts that in 2013 Internet traffic will reach 667 exabytes (an exabyte equals 1 billion gigabytes). The massive increase in user content is giving new meaning to the word “big data,” a term that refers to large and complex data sets. Managing big data is difficult. In the late 2000s, Yahoo pioneered by developing Hadoop, an open source application (inspired by Google) that can handle and analyze large amounts of data. Hadoop, named after the elephant in D. Seuss’ Horton Hears a Who, divides the task into several groups, and breaks the work down into small parts, so that each part can be accomplished by every node in the group. Unlike other database applications where information is neatly organized, Hadoop divides raw data into groups, which you can analyze when needed. This feature is ideal for dealing with large, unordered data that is widely uploaded to the Internet. Today, Hadoop is leveraged not only by Yahoo, but by Twitter, eBay, and other profile upload sites, giving them the ability to find the needle in the digital hay.

Data manager is spying on you

Facebook is probably working with the largest Hadoop pool in the world, with more than 100 petabytes or 100 million gigabytes of data. It analyzes about a billion members – you and me and one-seventh of the world’s population – and continues to grow. Every day, an average of 300 million photos are uploaded to Facebook, 2.7 billion likes are generated, 70,000 questions are answered and more than 500 terabytes of data are added. While Facebook is said to be a free service for its members, data storage isn’t free, and it’s not really a free service. So what is Facebook doing with this huge data to keep its servers running? They sell ads based on the data you share. Facebook uses your personal data to allow marketers to serve you ads, hoping that you’ll be tempted to click on them. This ad revenue could reach $3.15 billion in 2011 and represent 85% of the social network’s total revenue. Advertisers segment you by age, gender, where you live and what interests you, the personal information you provide on Facebook and the Pages you like (Facebook calls this ad display some demographics for ads without accessing user data). Facebook Exchange, Facebook’s real-time ad serving service, tracks a user’s browsing history that partners can use to identify specific users. If you’re not a Facebook user and feel better now that you’re not a data producer, you’ll probably stick with it. If you are online, there is a high chance that your data has been collected, analyzed and sold. If you ever searched for a product online, let’s say iPhone, and then saw ads online about iPhone accessories all day long, that’s a sign that your search history has been collected by a site, submitted to an advertising agency, analyzed and sold for marketing purposes. The Wall Street Journal found that the company also tracks smartphone users through apps — some apps collecting information like location and personal details like age and gender. This personal data is sorted by main categories; The exchange company’s application then matches the ad network with the advertiser’s search application using this data. If you ever wondered how the app knows how to display ads in the country you are in, here is how.

Data and current manager

If you use Google Search, Gmail, Youtube, or any other Google service, your data and habits will be recorded and reorganized for advertisers. Google’s latest policy for integrating your data across its products is that they can send Gmail emails about vitamins and you’ll see their ads on Youtube (you know Google automatically scans your emails for use as advertising targets, right?) when the data can They are retrieved and used for advertising, and the possibility of external use is also greater. Introduced in mid-2012, Google Now is probably the most ambitious project of its time. Google Now is a service that works behind the scenes to provide you with any information you may need before you request it. For example, maybe you land in a new city and Google Now on your Android smartphone automatically sends you the hotel address, directions, and travel times. The ability to predict Google Now is only possible because of the massive amount of data Google knows about you, through your Android smartphone and the services you use. That’s what data managers do – the more they know about you, the more they can provide you with the information you need, when and where you need it.

The future of data managers

Data collectors, such as Facebook and Google, make their money from collecting and analyzing your personal data for marketers to serve you ads. It’s a service that does a lot of convenient things in our digital lives, and it sells ads to keep it going and the servers running. At the same time, the cost of all this is that we give up everything about our personal data. This is easier than sharing life with a number of people across time and space. But when you like something on Facebook or do a Google search, it adds a little bit of information about you to the company. Personal and behavioral data were collected and studied. To be fair, most companies don’t mention your name. But the page used is already yours and your avatar will be hidden. While Facebook says it doesn’t sell data about individual users, Facebook knows as much about you thanks to the user’s real name, as Google does with its social network, Google+.

At the beginning of this article, we asked if you would like to let someone spy on you. The easiest way to avoid data theft by Facebook is to not use it. And you can prevent Google from taking it too by not signing in. Data is like a double-edged sword. Its use can affect society as a whole, with the potential to predict situations and evaluate data to find trends and improve our understanding of how the world works. He can find connections and distinguish a needle from a haystack. But it can also be used to capture and reveal things about you that you prefer to keep under wraps

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