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<div style="padding: 15px; border: 1px solid #999999; margin-bottom: 10px; font-size: 15px!important; line-height: 25px; overflow: auto; vertical-align: middle;">This post is part of the <a href="http://www.businessinsider.com/category/future-of-business">"Future of Business"</a> series, which examines how cutting-edge technologies are rapidly reshaping our world, from how businesses run to how we live. "The <keyword id="1737939" type="UNKNOWN" weightage="60" keywordseo="Future-Of-Business">Future of Business</keyword>" is sponsored by SAP. <a href="http://www.businessinsider.com/category/future-of-business">More in the series »</a></div><div class="KonaFilter image-container float_right"><div class="image on-image">PlacedPlaced CEO David Shim</div></div>One of the biggest marketing puzzles for owners of brick-and-mortar businesses is <keyword id="564900" type="ORGANIZATION" weightage="60" keywordseo="Mobile-advertising">mobile advertising</keyword>, figuring out how to benefit from the constant parade of people wandering around staring at their smartphones and looking things up on them.
How can you tell if those tiny ads actually work? And how do you connect them with what people do in real life? Most importantly, how do you make things easier for the customer? <a href="http://www.placed.com/">Seattle-based Placed</a> is trying to solve all of those problems by collecting billions of data points from people's mobile phones about their locations when they use certain apps and, potentially, see mobile ads.
Vague location isn't all that helpful. Businesses need precise information to take real action and target the customer based on where they check their phones. A new restaurant in an area with heavy commuter traffic, for example, might target ads for people on their way home from the office or run a promotion designed to attract them based on the places they currently visit. 
"Actionability in location is directly tied to accuracy, and proximity is only part of the solution," Placed CEO David Shim says. "Ninety percent or more of the time the closest business to a person's latitude/longitude point wasn't the place they were visiting."
It's easy to know generally where someone is - the street or neighborhood they're in - but very hard to know which stores they visit. Placed has managed to get past that with models and algorithms to get beyond just "close." Five million visits to businesses have been confirmed by the people who have opted to share their location data, helping refine and validate their approach.
The potential is huge. Location targeting can help businesses figure out when people stop going to a particular store and start going somewhere else, as well as give them a sense of why. What's more, businesses can also target people not only when they're walking by a store, likely on their way somewhere else, but at the places they tend to make decisions about where to shop, such as when they're leaving work or during their lunch breaks. 
In an age when privacy is a top concern, Placed gets its data entirely from people who opt in and elect to share it. Partners, usually apps, are very clear about how the data will be used and where it's going. Placed has the world's largest opt-in panel of smartphone location data, and the company processes over 100 million location measurements a day. 
Placed, which launched in early 2011, is one of the leaders - if not the leader - in the location space and the effort to connect the physical and online worlds. Their growth has shot up recently from partnering with other apps. Since the spring, the size of the company's community and the amount of data it collects tripled, according to <a href="http://techcrunch.com/2013/08/08/location-analytics-company-placed-tops-100m-places-measured-daily-from-100k-opt-in-location-sharers/">TechCrunch. </a>
When business customers asked for the ability to measure the impact of ads on driving in-store visitors, it created Placed Attribution, a service that helps link ad exposure to in-store visits and measures the impact of targeting particular audiences. This new service launched in August, and the response has been "overwhelmingly positive," Shim says. Massive ad networks like Millennial Media, Verve, and xAd quickly signed on. 
The physical businesses of the future aren't going to be able to ignore this kind of data, or they'll be beat by competitors who use it. The key is creating a better experience for customers. 
For instance, one retail client was testing a new store format and used Placed to understand how shopper behavior changed outside their store. The data they got back helped them change the product mix and in-store messaging based on where shoppers went after visiting the store. 
"The more you understand who your customers are and what they do in the physical world, the better you can serve them," Shim says. "Placed provides a lens to view consumers' offline behaviors."
Location targeting through mobile apps is still new but is already influencing what stores offer and how they market themselves, based on learning about their customers' lives and habits. 
Tools like Placed facilitate this process faster and on a larger scale. It's going to be exciting to see how businesses use it.

Businesses Are Starting To Target You Based On Where You Eat Each Night

<keyword id="137842" type="General" weightage="20" keywordseo="Jaggery" source="Orion">Jaggery</keyword>, a natural sweetener crafted from sugarcane juice or date palm sap, is a wonderful alternative to regular sugar. Beyond its unique flavor, jaggery brings a heap of health benefits. Let's explore 10 delightful <keyword id="1391" type="General" weightage="20" keywordseo="sweets" source="Orion">sweets</keyword> that you can easily whip up using this natural sweetener, perfect for adding a healthier touch to your festive celebrations. <cmsannotation type="cmsannotation" annotationid="1. Jaggery and Peanut Ladoo" comment="subhead" text="1. Jaggery and Peanut Ladoo">1. Jaggery and Peanut Ladoo</cmsannotation> Elevate your snacking game by roasting peanuts to perfection, blending them with grated jaggery, and crafting these delectable, protein-packed ladoos. A symphony of nutty bliss awaits! <cmsannotation type="cmsannotation" annotationid="2. Jaggery Rice Pudding (Gur ki Kheer)" comment="subhead" text="2. Jaggery Rice Pudding (Gur ki Kheer)">2. Jaggery Rice Pudding (Gur ki Kheer)</cmsannotation> Immerse yourself in the luxurious world of creamy elegance with this jaggery-infused rice pudding. Cooked in milk until it reaches a velvety texture, sweetened with jaggery, and adorned with cardamom and nuts, it's a dessert fit for royalty. <cmsannotation type="cmsannotation" annotationid="3. Jaggery and Coconut Ladoo" comment="subhead" text="3. Jaggery and Coconut Ladoo">3. Jaggery and Coconut Ladoo</cmsannotation> Experience a taste of the tropics with these delightful jaggery and coconut ladoos. The marriage of grated coconut and melted jaggery, rolled into small, irresistible balls, promises a tropical paradise in every bite. <cmsannotation type="cmsannotation" annotationid="4. Jaggery and Sesame Seeds Balls (Til Ladoo)" comment="subhead" text="4. Jaggery and Sesame Seeds Balls (Til Ladoo)">4. Jaggery and Sesame Seeds Balls (Til Ladoo)</cmsannotation> Revel in the harmony of sweet and nutty delight with these jaggery and sesame seeds balls. Roasted sesame seeds blended with jaggery create a crunchy goodness that's impossible to resist. <cmsannotation type="cmsannotation" annotationid="5. Jaggery and Wheat Flour Halwa (Atta Halwa)" comment="subhead" text="5. Jaggery and Wheat Flour Halwa (Atta Halwa)">5. Jaggery and Wheat Flour Halwa (Atta Halwa)</cmsannotation> Transport yourself to a world of warm comfort with this wheat flour halwa. Roasted to perfection in ghee, sweetened with jaggery, and cooked until it forms a delightful halwa, it's a comforting embrace in every spoonful. <cmsannotation type="cmsannotation" annotationid="6. Jaggery and Oats Cookies" comment="subhead" text="6. Jaggery and Oats Cookies">6. Jaggery and Oats Cookies</cmsannotation> Revamp your favorite oatmeal cookie recipe with a healthy twist. Replace sugar with grated jaggery for a guilt-free indulgence that doesn't compromise on flavor. It's a treat for your taste buds and your well-being. <cmsannotation type="cmsannotation" annotationid="7. Jaggery and Flattened Rice Treat (Poha Ladoo)" comment="subhead" text="7. Jaggery and Flattened Rice Treat (Poha Ladoo)">7. Jaggery and Flattened Rice Treat (Poha Ladoo)</cmsannotation> Embrace the quick and tasty delight of these poha ladoos. A blend of flattened rice, grated jaggery, and cardamom creates a treat that's not just easy to make but also irresistibly delicious. <cmsannotation type="cmsannotation" annotationid="8. Jaggery and Ghee Roasted Chana" comment="subhead" text="8. Jaggery and Ghee Roasted Chana">8. Jaggery and Ghee Roasted Chana</cmsannotation> Elevate your snack game with these protein-packed jaggery and ghee roasted chana. Crunchy chickpeas coated in ghee and sprinkled with powdered jaggery create a sweet and savory powerhouse. <cmsannotation type="cmsannotation" annotationid="9. Jaggery and Semolina (Rava) Sheera" comment="subhead" text="9. Jaggery and Semolina (Rava) Sheera">9. Jaggery and Semolina (Rava) Sheera</cmsannotation> Find solace in the divine simplicity of this jaggery-infused semolina sheera. Cooked in ghee, sweetened with jaggery, and garnished with nuts, it's a comforting sweet dish that speaks to the soul. <cmsannotation type="cmsannotation" annotationid="10. Jaggery and Banana Pancakes" comment="subhead" text="10. Jaggery and Banana Pancakes">10. Jaggery and Banana Pancakes</cmsannotation> Elevate your breakfast or dessert with these banana pancakes sweetened with jaggery. A fruity flair adds a delightful twist to this healthy and delicious option, making every bite a celebration of flavors. These 10 jaggery-infused sweets not only bring joy to your taste buds but also offer a healthier twist to your festive celebrations. Embrace the goodness of natural sweetness and indulge in these delightful treats guilt-free! Note: The article is based on content generated by AI models like Bard and Chatgpt. SEE ALSO: <a href="https://www.businessinsider.in/science/health/food/immunity-boosting-foods-you-can-easily-find-at-home/articleshow/104732353.cms" data-type="tilCustomLink" target="_blank">6 Immunity-boosting foods you can easily find at home</a> <a href="https://www.businessinsider.in/science/health/food/webstories/famous-indian-dishes-that-are-not-originally-from-india/slidelist/104728773.cms" data-type="tilCustomLink" target="_blank">Famous Indian Dishes that are not originally Indian</a>

10 delicious sweets with jaggery: A healthier festive treat

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">REUTERS/Adrees LatifApple's deal with Accenture could unlock IT budgets for iPhones and iPads.</div></div></div>Big companies that want Apple's own experts to help them make slick iPhone and iPad apps now have another place to find that expertise.Apple announced a new partnership with Accenture, the consulting firm, <a href="https://newsroom.accenture.com/news/apple-and-accenture-partner-to-create-ios-business-solutions.htm">on Tuesday</a>. The upshot is that Apple will embed dedicated experts in iPhone and iPad technology with Accenture.What that means: Accenture clients can get help bolting legacy big-company systems to modern iOS apps from Apple located at what Accenture calls "Digital Studios," starting at the San Francisco location. Apple's experts include designers, programmers, and even hardware and software designers, according to the announcement. A large part of Accenture's business is helping big established companies update their digital operations. Companies like that often have lots of older, clunky back-end systems, where valuable data can sometimes lie dormant.You probably won't be able to download the apps that Accenture will help make for its clients, unless you work for one of these companies - they'll be in-house apps. "We've seen an increase in development efforts within companies. In fact, in the last three years, the number of in-house iOS developers has doubled," Apple VP Susan Prescott <a href="https://techcrunch.com/2017/08/29/apple-and-accenture-teaming-up-to-help-enterprises-build-advanced-mobility-tools/">told TechCrunch</a>. "So the demand is definitely there, but enterprises still need great partners to reinvent workflows and tap into backend systems."The announcement is the latest big partnership Apple has made with <keyword id="6356323" type="UNKNOWN" weightage="60" keywordseo="enterprise">enterprise</keyword> companies, a line item that's become more important as Apple looks for new sources of growth. Apple doesn't break out enterprise revenue specifically, but in May, <a href="http://www.businessinsider.com/apple-set-a-new-revenue-record-selling-to-businesses-2017-5">Apple CFO Luca Maestri said</a> that the company had been setting records. "We set a new enterprise revenue record for the March quarter, and we expect this momentum to continue for the remainder of the year," he said during a conference call discussing Apple's first calendar quarter results. The fourth quarter of the year is typically the biggest spending season for enterprises.And now Apple is fully embracing a classic sales approach by partnering with big IT consultancies to help it sell iPhones and iPads by designing custom business software for them. Apple's deal with Accenture is one of several it's struck to target the enterprise segment over the past few years, following partnerships with IBM, SAP, and Deloitte. <a href="https://www.apple.com/newsroom/2017/08/apple-and-accenture-partner-to-create-ios-business-solutions/">The full announcement</a> is below:Accenture to Create Dedicated iOS Practice Within Select Accenture Digital Studios; Apple to Co-Locate Experts with These TeamsCupertino, California and New York - Apple and Accenture are partnering to help businesses transform how their people engage with customers through innovative business solutions for iOS. The partnership will take full advantage of the power, simplicity and security of iOS, the leading enterprise mobility platform, and Accenture's capabilities as a leader in industry and digital transformation to help companies unlock new revenue streams, increase productivity, improve customer experience and reduce costs.Accenture will create a dedicated iOS practice within Accenture Digital Studios in select locations around the world. Experts from Apple will be co-located with this team. Working together, the two companies will launch a new set of tools and services that help enterprise clients transform how they engage with customers using iPhone and iPad.The experts will include visual and experience designers, programmers, data architects and scientists, and hardware and software designers."Starting 10 years ago with iPhone, and then with iPad, Apple has been transforming how work gets done, yet we believe that businesses have only just begun to scratch the surface of what they can do with our products," said Tim Cook, Apple's CEO. "Both Apple and Accenture are leaders in building incredible user experiences and together we can continue to truly modernize how businesses work through amazing solutions that take advantage of the incredible capabilities of Apple's technologies."Pierre Nanterme, Accenture's chairman and CEO, said, "Based on our experience in developing mobile apps, we believe that iOS is the superior mobile platform for businesses and are excited to be partnering with Apple. By combining Accenture's vast digital capabilities and industry expertise with Apple's market leadership in creating products that delight customers, we are in a perfect position to help our clients transform the way they work."The new iOS tools and services will take full advantage of the latest Apple technologies and tap into Accenture's leading digital and analytics capabilities.New ecosystem services to help clients address the full range of iOS integration requirements to connect to back-end systems, leveraging Accenture's systems integration expertise and the unique iOS advantages built by Apple with key partners like SAP and Cisco.Internet-of-Things (IoT) services featuring new tools, templates and pre-designed code to help clients take greater advantage of the data from IoT platforms in their iOS apps, putting more power into the hands of workers. Migration services to help clients to quickly and easily transfer their existing legacy applications and data to modern iOS apps.For more information regarding the Apple and Accenture partnership, please visit accenture.com/apple or apple.com/business/partners.

Apple is invading the office with another big enterprise partnership

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.flickr.com/photos/wocintechchat/25720917600/in/dateposted/">WOCinTech Chat</a></div></div></div><ul class="summary-list"><li>JavaScript is routinely ranked as one of the most popular programming languages in the world, and is required for many top tech jobs. </li><li>And yet, the language is infrequently taught as part of undergraduate computer science programs - leaving some students to wonder why they aren't being taught an incredibly valuable job skill.</li><li>So even graduates from top schools are teaching themselves JavaScript, either on their own or by way of tutorials from tech industry influencers, across Twitter, Facebook, Reddit, and even YouTube. </li><li>Meanwhile, immersive coding bootcamp programs have emerged as an alternative to the traditional computer science program, getting participants up to speed with JavaScript and other very current technologies. </li><li>Ultimately, says a hiring manager at tech giant SAP, it's impossible for candidates to know every programming language, and it's more important for a candidate to have a solid foundation in the fundamentals so they can pick up new technologies quickly. </li></ul>I talked to a slew of computer programmers who entered the job market within the past five years about the languages and platforms they're learning and using, and there was one that came up over and over again: JavaScript. Christina Holland, a software engineer at Google who's been in the industry since 2015, calls it "probably one of the most approachable languages for beginners." Scott Woods, a staff engineer at JASK and 2016 college grad, says, "If you have any intent of being a UI developer, JavaScript is a must." It powers the web, application front-ends, and, thanks to an increasing number of server-side frameworks, back-ends as well. It's topped the <a href="https://insights.stackoverflow.com/survey/2018/">Stack Overflow developer survey for six years running</a>.So you might find it a little surprising that, of US News and World Report's top ten computer science undergraduate programs, <a href="https://research.hackerrank.com/student-developer/2018">exactly zero of them have JavaScript listed as part of their curriculum</a>. Redditors <a href="https://www.reddit.com/r/javascript/comments/66wdvw/why_didnt_i_learn_javascript_in_college_courses/">bemoan that they never got a chance to take college JavaScript</a>. As Justin Phan, a site reliability engineer at SAP and 2017 college graduate, put it: "JavaScript was as much expected of computer engineering students as was knowing Latin." What's the source of the disconnect? And, if the kids today aren't picking up one of IT's most popular and important programming languages in school, where are they learning it?<h2>What students are learning</h2>JavaScript isn't exactly some brand-new upstart language. It was first developed in the mid-90s as a scripting language for the Netscape Navigator browser; originally called LiveScript, it got its name as a result of an anti-Microsoft alliance with Sun Microsystems. JavaScript was pitched as the "web companion" to Java, Sun's hot new programming language, but despite some similar syntax the two languages aren't otherwise related. And it's <a href="https://cacm.acm.org/blogs/blog-cacm/176450-python-is-now-the-most-popular-introductory-teaching-language-at-top-u-s-universities/fulltext">Java, along with Python</a>, that dominates university curricula. These aren't unpopular languages in the industry, although they certainly don't have the cachet and momentum that JavaScript does today. But they do have the pedagogical advantages of being easy to explain to newcomers, and illustrative of many of the core concepts of computer science in a way that JavaScript, <a href="https://medium.com/javascript-non-grata/javascript-is-a-dysfunctional-programming-language-a1f4866e186f">often sneered at for a lack of elegance</a>, doesn't. "My absolute preference is to teach using Python primarily due to its simplicity and relative conciseness - there's no need for verbose begin/end statements or lots of curly braces," says Databricks CEO and adjunct UC Berkeley professor Ali Ghodsi. "It is not as concise as pure functional languages, but those are also harder to understand."<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.youtube.com/watch?v=GuVvNjZaxTs">YouTube/Apache Spark</a>Databricks CEO Ali Ghodsi</div></div></div>"I do think that Java was a good starting point," says Carolyn Bump, a software developer at Kohactive who graduated from college in 2017. "I learned a lot of great computer science concepts that I use day-to-day, such as object-oriented programming, data structures, and algorithms. I learned a basic mindset a programmer should have: where to start when solving problems, how to solve problems effectively, and what you should keep in mind while building a solution." Today, she's solving those problems in Ruby and JavaScript.But many of the recent grads I spoke to felt a keen disconnect between what they learned in college and the real world. Kevin Wakatama, who got his CS degree in 2014, noted that Java was taught more or less divorced from any relevance outside the classroom. "Our undergrad professors didn't really present Java as being either particularly useful, or exclusively as a teaching device," he says. "It was mentioned on occasion that it was one of the most popular, and why it became so, but not much more than that."And Brandon Sheehy, a software developer in Dallas who recently graduated with a Business Computer Information Systems degree, complained that his professors "had no idea what languages would be profitable to pick up. They more or less just taught whatever technologies Microsoft released. I had an entire course around writing Windows 8 Metro apps. When was the last time you've seen someone use an application from the Windows App Store?"<h2>Some are turning to coding bootcamps</h2>If there's an institution that stands at the opposite philosophical pole from the computer science department at a four year college, it's the coding bootcamp. Offering intensive courses that last weeks, not years, bootcamps like Hack Reactor or General Assembly have <a href="https://www.coursereport.com/reports/2018-coding-bootcamp-market-size-research">rapidly become a huge business</a> since the first one launched in 2011. And one thing they're relentlessly focused on is the practical. And for wannabe computer programmers, practical often means JavaScript.David Jackson, CEO of custom app developer FullStack Labs, explains the incentives thusly: "There's a lot of demand from employers for JavaScript devs, and JavaScript devs tend to make more than other types of devs, so that's probably why bootcamps are focusing mostly on JavaScript. The bootcamps measure themselves primarily on the number of graduates receiving jobs and their starting salaries, so it makes sense that they would focus on JavaScript to boost these metrics."<div class="KonaFilter image-container display-table"><div><div class="image on-image">General AssemblyGeneral Assembly offers several intensive coding bootcamps that turns participants into programmers.</div></div></div>Google's Holland graduated from a bootcamp in 2015. She credits the fact that bootcamps are nimbler than CS academia for the solid grounding she received in web technologies, which are "where the majority of the explosion in job demand is." In fact, she points out that bootcamps have already gone through a shift: "For a while in the late '00s that meant Ruby, but now it's mostly JavaScript, especially since you can use it on the server side." Of course, the differences in approach between academia and the bootcamp world means some people take extreme positions: Holland says that on one side, you have an attitude like "I would never hire a bootcamp grad unless I wanted my product ruined," and on the other: "CS grads are great if you want obscure math problems solved that don't apply to real life."The truth, as always, is somewhere in the middle. Holland found her bootcamp experience invaluable, and feels she got a decent grounding in CS fundamentals. But, she says, "a lot of bootcamps are driven by demand of students to 'just give me what I need to get a job,' so they're just jumping straight into how to build JavaScript web apps using certain frameworks. If you lean too much on this, you get people who know how to do a specific thing and don't know the concepts behind it, and aren't very flexible in adapting to slightly different circumstances."<h2>Making it on your own</h2>Google's Holland sees a counter-tendency to this pigeonholing: "A lot of people who go to bootcamps are very self-motivated and kind of take it on themselves to fill in the gaps." But the truth is that many young developers who came up through academia - and who are hungry to learn JavaScript and other platforms they aren't getting in their classes - do the same. Wakatama, the recent grad, remembers hearing "whispers" of what was popular in the industry during his undergraduate years, which helped students guide their career planning. "There were also things that I wouldn't exactly call research," he said, "but something like community information - <a href="https://www.jetbrains.com/research/devecosystem-2018/">JetBrains's 'State of Developer Ecosystem,'</a> for example - that might give us an idea of what the popular and 'up and coming' languages were."Sheehy may have been learning Windows 8 development in his classes. But at an internship at a city government office, he snagged a JavaScript programming job. "I was able to fumble my way around it until I actually knew what was going on and eventually fell in love with the language," he said. "I learned pretty much everything I know from internet tutorials, reading code, and a lot of trial and error. I was lucky to have an environment where I was free to grow and make mistakes."<h2>Many turn to the community for guidance</h2>Finding tutorials and boilerplate code online has a long and honorable history in computer programming. However, one interesting twist that many of the young developers I talked to brought up is that they prefer to find put a human face on that information nowadays, via various social media sites. "If you want to get your foot in the door now," says Holland, "people seem to know that you should get on Twitter and follow famous devs - authors of popular open source libraries, people in developer relations at big tech companies, speakers, bloggers, 'thought leaders' with nebulous credentials, etc. You should have a web page to showcase your projects and make blog posts on." Sheehy has turned to Reddit not only for programming advice, but for career advice as well.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.youtube.com/watch?v=k5E2AVpwsko">YouTube/Screenshot</a>Mosh Hamedani's popular YouTube channel teaches viewers how to get started with programming languages like Angular.</div></div></div>Another perhaps-unexpected site that serves as a locus for young developer community is YouTube, says Parth Jhaveri, a front-end developer at the EGC Group. "A junior developer can seek out mentorship and tutorials from popular developers like <a href="https://www.youtube.com/channel/UC0BAd8tPlDqFvDYBemHcQPQ">Fredrik Christenson</a>, <a href="https://www.youtube.com/channel/UCADAkBGiLWIPkCu8D1R1M6g">Telmo Sampaio</a>, <a href="https://www.youtube.com/user/programmingwithmosh">Programming with Mosh</a>, and <a href="https://www.youtube.com/channel/UC-4UaMoSmZxS8q_6v-va6Mw">Code with Tim</a>," he explains. "I view their content on a variety of topics, including react.js, Redux, coding best practices, and industry norms. Christenson, who is my personal favorite, answers subscriber-submitted questions pertaining to coding or on related topics like looking for your first programming job."<h2>The long road ahead</h2>So JavaScript and its various frameworks rule the roost - for now. But that could change. Holland notes that a source of great anxiety for many young web developers is how the state of the art is a moving target. "React came into existence in 2015 and now it's the standard in front-end. Then there's bundlers that get replaced by the hot new thing every two years or so. This drives job hunters crazy because what if the thing you're learning goes obsolete once you've finished learning it? There's fights about frameworks and tools that get hot because people are scared that the thing they learned yesterday is going to die tomorrow, or the future thing they're learning now isn't actually going to be the future," says Holland. But perhaps these new developers should have faith in themselves. "Most employers don't expect students to know every language," says Heike Rees, Senior HR Business Partner at SAP, who has done a lot of hiring over the years. "It's impossible to know every language because they change so quickly. We look for people who have a basic understanding of how languages work the ability to quickly learn new ones. We want someone who can independently research how to learn a new language - someone who can ask good questions." Many young developers, emerging from an educational system that doesn't spit them out ready-made for the job market, have already proven that they can meet this challenge. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/twin-brothers-chicago-helped-take-down-el-chapo-margarito-pedro-flores-wives-cocaine-traffickers2017-6">The wives of high-level cocaine traffickers reveal how their husbands took down 'El Chapo'</a></h3> <div> </div> </div>

Many college graduates aren't learning a programming language that's vital for many top tech jobs. Here's why, and how they're picking it up anyway (@BIPrime)

<ul><li><keyword id="4686822" type="PERSON" weightage="20" keywordseo="Vaibhav-Odhekar">Vaibhav Odhekar</keyword>, Co-founder and COO, POKKT writes how fraudsters steal from advertising budgets in a variety of ways, requiring advertisers to pay for impressions that were never made. </li><li>He further lists down some techniques fraudulent actors use and how brands can combat it. </li></ul> South Asian economies are largely mobile first. Smartphone penetration is in hundreds of millions and the growth has been phenomenal. So internet / digital advertising has by and large meant mobile advertising in this part of the world.. <keyword id="3258948" type="PERSON" weightage="20" keywordseo="in-app-ads">In-app ads</keyword> are a major part of the mobile ad story: It is estimated that in-app mobile ads were responsible for generating 30% of all mobile advertising revenue in 2014. In monetary terms, this meant $4.6bn in 2016 and over $6.8bn at the end of 2019. Mobile media--from games to streaming video--is evolving rapidly, and advertisers have to adapt to stay relevant. At the same time, they have to deal with a number of issues plaguing the industry on a whole. For years, the pay-per-click (PPC) advertising model dominated, where publishers are paid for every click on an advertisement put out by the advertiser. However, over the last decade, a growing number of individuals and automated software programs are driving false phone impressions and clicks, exploiting the PPC model. Fraudsters steal from advertising budgets in a variety of ways, requiring advertisers to pay for impressions that were never made. These are some of the techniques fraudulent actors use: Ad viewability Ad viewability refers to how readily a user can actually view an ad on a webpage. Viewability creates a challenge for website publishers and advertisers alike: owners naturally want minimal disruption to their native content on account of ads. Advertisers, however, prefer maximum possible visibility for a particular ad. This creates a grey area leaving advertisers liable to abuse: ads might be placed in innocuous places like a reveal scroller. Publishers might also leverage colour schemes and other design elements to minimise ad visibility. A solution here is to clearly communicate visibility expectations to publishers beforehand. The IAB’s open measurement guidelines are an important development enabling clear communication and expectation-setting for ads. The IAB’s OM (Open Measurement) SDK has provided much-needed simplicity to the ad measurement process for ad vendors and publishers. Previously, publishers would have to integrate different advertiser SDKs for each ad vendor. OM simplifies the process and reduces the pain of expanding a publisher’s in-app advertising presence. Through OM, advertisers have easy, standardized visibility into ad viewability, regardless of the ad vendor in question. The IAB’s app-ads.txt and ads.txt functions are also important in building a standardized ad viewability framework. App-ads.txt provides an inventory of the advertisement vendors allowed to sell or resell ads in smartphone applications. This addresses a critical vulnerability where programmatic ad purchasers would buy in-app ad slots from fraudulent actors spoofing legitimate companies. App-ads.txt has seen rapid <a href="https://42matters.com/app-ads-txt-statistics-google-play">adoption</a>, with over half of the top 1000 apps on Google Play utilizing it. When talking about issues plaguing the mobile <keyword id="854976" type="PERSON" weightage="20" keywordseo="Ad-industry">ad industry</keyword>, it’s important to look at the root cause of so much pain: IVT, or invalid traffic. In a perfect world, all ad traffic-all views, clicks, and impressions, would be real, focused, engaged users gently being nudged towards a purchase decision. In practice, invalid traffic costs advertisers hundreds of millions of dollars every year. According to a Comscore study, nearly half of the top 100 UK websites have pages or sections registering over 5 percent invalid traffic. While five percent might not seem like much, the whole point of programmatic advertising is to maximize the value of ad spend: tacking on five percent defeats the purpose. Not all IVT is malicious: GIVT, or general invalid traffic, is generated by search engine spiders, VPN connections and other activity that generates site traffic but without the aim of generating ad revenue. Because GIVT doesn’t try to conceal itself, it’s fairly easy for heuristic systems to identify and segregate from genuine, revenue-generating clicks and impressions. GIVT isn’t completely harmless, though: publishers who don’t separate GIVT in analytics can distort data, exaggerating click-through rate for example, which can hinder the effectiveness of their digital ad strategies. On the other hand SIVT, or sophisticated invalid traffic, is an actual threat. SIVT is generated by threat actors running botnets, using process automation or other means to generate clicks and impressions that appear genuine and generate revenue, sapping ad publishers of their ad spend. Because SIVT is often purpose-built to emulate genuine traffic, it can be difficult to identify and handle. There are a number of SIVT approaches. We’ll now take a look at some of these: Click Fraud Click fraud is when site owners or automated programs repeatedly click on advertisements or refresh pages to exploit cost-per-click and cost-per-view payouts. Increasingly sophisticated click fraud actors may deploy RPA (robotic process automation), for human-like onscreen interactions. They will also leverage multiple IPs to give the impression of traffic coming in from different locations. Google's CFO George Reyes called click fraud the "biggest threat" to the Internet economy. iFrame stuffing Site owners seeking to benefit from false impressions may stuff advertisements into a single pixel, or deliberately align an advert out of view to generate views or impressions that never took place. iFrame stuffing allows real users to contribute impressions without actually seeing the ad. Ad stacking Ad stacking is often deployed in conjunction with iFrame stuffing. Multiple advertisements are “stacked” in place of a single ad, meaning that site owners benefit from multiple cost-per-impression payouts each time the page is viewed. Pop-Up Frauds Fraudulent pop-up ads can redirect you from your daily browsing to a trapped pop-up "notification" with nowhere to go. These fraudulent pop-ups may ask you to visit particular websites or install unwanted software. Fraudulent mobile pop-ups often integrate with mobile app stores, linking users to particular apps. This is especially problematic as less tech-savvy users are often driven to install unwanted software. In an effort to help businesses assess the risk that SIVT and GIVT poses to their digital ad strategies, the mobile ratings council (MRC) recently released draft guidelines for IVT risk assessment. The MRC guidelines aim to help ad publishers orient their IVT strategies to control invalid traffic, minimize its impact on business, and prepare for risk scenarios. The impact of mobile ad fraud As opposed to desktop sites, mobile was once thought of as a risk-free platform for advertisers. Click fraud, iFrame stuffing, and related exploits have seriously affected both content publishers and advertisers. For advertisers, their time, effort and money spent in increasing exposure and growing the user base is largely wasted as bots deprive advertisers of their connection to targeted users. Bots also cause rising inventory prices across the board, all while building distrust within the mobile advertising ecosystem. This has prevented mobile publishers from effectively monetizing their applications as advertisers become increasingly wary to partner with them. Recent studies show that 11% of display ad views and 23% of video ads stem from bot activity. It was estimated that bots are responsible for anywhere between 3% and 31% of programmatically-bought ad impressions, with the median statistic being 17%. Even “Premium” programmatic campaigns on private advertising exchanges are not safe from fraudulent activity, with approximately 10% of ad impressions coming from bots. Content publishers are particularly vulnerable because they rely on third-party ad networks for revenue. As a result, they find themselves at the mercy of the ad network, forced to accept lower CPC and CPV rates. This hurts the user experience as well: lower advertising rates may force webmasters to administer intrusive ad policies that harm the user experience. Advertisers are migrating to in-app ads to mitigate the risk There is a silver lining, though. Because mobile browsers are just as much at risk from ad fraud, an increasing number of publishers are looking to monetize through in-app advertisements. Top-rated mobile apps have billions of downloads. Studies indicate that users spend as much as three hours a day in top apps. This means that in-app advertisements in top-rated apps actually have higher visibility than ads on mobile websites. In-app environments give developers and advertisers much more control over how their content is viewed, mitigating the risk of ad fraud and ensuring a high number of genuine ad views. What’s being done to address these problems? Advertisers are becoming increasingly savvy about how to protect themselves against fraudulent traffic. Major advertisers increasingly give priority to premium greater priority to programmatic buying and adherence to guidelines including support for App-ads.txt, following RTB guidelines, viewability support, IVT support etc, standardization is becoming conditional for ad buys: sellers.json DSPs, SSPs and other stakeholders are all developing platforms that protect advertisers through artificial intelligence and machine learning solutions that automatically root out fraud. Furthermore, they investigate traffic to detect patterns that can be attributed to bots. Through the verification of app processes, it is now possible to ensure the legitimacy of apps, mobile websites, and impressions. Widespread adoption of these techniques is expected to have a dramatic impact on the industry: Advertisers will be able to get higher ROI for every dollar they spend and reach larger audiences. They'll also have access to better data about who is clicking on their ads, which will enable them to gain more insight and improve faster. Increasing standardization spurs in-app ad adoption rates However, the greater level of insight alternative ad platforms deliver come with their own set of issues. As with any emerging technology, there’s an urgent need for guidelines and standardization to ensure that advertiser and publisher needs are met without compromising usability and privacy. Standards developed by the Interactive Advertising Bureau (the IAB) are an important step forward on this front. When it comes to in-app advertising, the IAB’s App-ads.txt is a particularly useful standard. As mobile platforms onboard millions of new users every year, mobile advertising is set to play an increasingly greater role in the years to come. A cleaner ad ecosystem will open up the market, increase publisher compensation, and benefit users, publishers, and advertisers.

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