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Google Answers Advertisers’ Burning Questions About FLoC – Search Engine Journal

Published

3 years ago

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We now know Google will not build out alternative identifiers to track individuals as they browse the web.

While Google’s March 3 announcement may not have come as a huge surprise, it did raise a lot of questions with advertisers as to what features they would lose and what future targeting options might look like.

Ginny Marvin, Google’s Ads Product Liaison, was gracious enough to answer some of those burning questions for us. 

It seems like there’s a lot of confusion around the Privacy Sandbox. Could you explain the privacy sandbox in layman’s terms?

Ginny Marvin (GM): The Privacy Sandbox was announced by Chrome in August 2019 (a ‘Sandbox’ is a testing environment). It is an effort to develop a set of standards in collaboration with the open web community to support a new approach to digital advertising that is privacy-centered. This approach doesn’t rely on third-party cookies.

As part of the Privacy Sandbox, there are currently a set of proposed APIs to support various monetization use cases such as interest-based advertising, ads measurement, reporting and other scenarios.

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The API you’ve likely heard about most is called FLoC (Federated Learning of Cohorts). It is designed to enable interest group advertising without needing individual user profiles.

Users can be added to interest groups (cohorts) based on their browsing history, but the big difference is that cohorts are built within the browser using on-device processing to keep a person’s web history private on the browser. Recent results from tests of FLoC to reach in-market and affinity Google Audiences, for example, have proven comparable to third-party cookie signals.

You can see the work that’s happening collaboratively with the industry on the various API proposals in forums like the W3C.

How will advertisers be impacted by Google’ recent announcement that it won’t be building alternate identifiers to replace third-party cookies in 2022?

GM: The impact is that Google Ads buying tools are not planning to build or use new identifiers including PII that track individuals as they browse across the web once support for 3rd party cookies is phased out.

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Instead our web offerings will be powered by the Privacy Sandbox. Where there is not a first-party relationship, Google Ads buying tools will use APIs from the Privacy Sandbox to enable relevant ads and measure effectiveness. There is still work and testing to be done, but the aim is to continue to deliver advertiser outcomes and publisher monetization while prioritizing user privacy.

For audience targeting options that will be impacted, can you share insights into how they are being impacted and what they might look like in the future?

GM: Marketers will be able to use their own technology to identify high value FLoC IDs (each FLoC cohort will have an ID associated with it), and we expect ad tech platforms (including Google Display & Video 360) will accept such ID lists as seed lists for targeting and audience expansion.

The product design for these functions is in early stages, and we’ll be working with industry partners and clients to gather feedback as designs progress in Q1 and Q2 this year.

Q: Will website remarketing still be available for advertisers in 2022?

GM: One of the more lively discussions in the W3C regarding the Privacy Sandbox is how to enable the remarketing use case without the use of third-party cookies.

Last year, Chrome first introduced the TURTLEDOVE proposal to allow an advertiser, publisher or ad tech company to leverage their own first-party data, such as consumers who visited their website, to inform ads a consumer might see.

Chrome’s new FLEDGE proposal (First “Locally-Executed Decision over Groups” Experiment) expands on TURTLEDOVE by including a way for on-device bidding algorithms to use additional information from a new trusted server designed for this sole purpose.

User data, including browsing history, remains shielded (within the device) from buyers and sellers. This first experiment is expected to ship during 2021.

Will advertisers ability to report on in-market audiences, affinity audiences or placements be impacted?

GM: Our intention is to still allow marketers to get the relevant reporting they need in order to make critical business decisions. More to come on this in the future.

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Can you explain how advertisers will be able to create interest groups and what some of those criteria might look like?

GM: The central idea for the current FLoC is that the browser creates cohorts of users to ensure they cannot be identified individually. It looks for clusters of similar recent browsing activity to group people into cohorts of similar interests.

Advertisers can also use their own machine learning algorithms and predictive analytics capabilities to make decisions on what audiences or interests or cohort IDs might represent.

FLoC is aimed at giving advertisers the same capabilities that they had with third-party cookies, but the big difference is the privacy focus on doing this based on cohorts rather than individuals.

Can you share any detail on how granular will cohorts be?

GM: FLoC cohorts are still being tested, but they are based on general web interests indicated by recent browsing behaviors.

We expect to begin testing FLoC-based cohorts with advertisers in Google Ads next quarter.

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How frequently will those cohorts be updated?

GM: Cohorts are dynamic and will update every seven days during the initial trial.

As a person’s browsing behavior changes, their browser will assign them to a different FLoC cohort that reflects those interests.

For example, at one point they might be in a FLoC cohort with thousands of other people who have also recently visited websites about gardening and travel overseas, and then at another point in time they could be in a group of people who have recently visited sites about art supplies and cooking.

Do you see Google offering a third-party audience exchange in the future? In some of the documentation it references publishers abilities to sell audiences to advertisers – would Google Ads broker this functionality?

GM: We plan to deepen our support for solutions that build on direct relationships between consumers and the brands and publishers they engage with.

How will this impact reporting in Google Analytics? (In particular, the audiences report as well as demographics such as in-market and affinity audiences.)

GM: Google Analytics will continue to allow customers to bring in their first-party data, which they can use on their own or join with Google data.

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The primary change is that Google Analytics will not enable customers to do view-through conversion (VTC) measurement on third-party network inventory

Is there anything else that advertisers should know?

GM: The aim is to develop a sustainable, long-term solution that protects user privacy by keeping data on-device and gives advertisers and publishers solutions to succeed in a privacy-first world. There are still details to address and testing to do as we work with the industry.

Cookies aren’t going away just yet, and we know there are questions we can’t answer yet because Privacy Sandbox is still in development. We will continue to share more as work progresses.

For Google Ads, the next step is to begin testing FLoC-based cohorts with advertisers next quarter.

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How to Preorder the PlayStation 5 Pro in Canada

Published

2 days ago

 on

September 10, 2024

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Sony has made it easy for Canadian consumers to preorder the PlayStation 5 Pro in Canada directly from PlayStation’s official website. Here’s how:

  • Visit the Official Website: Go to direct.playstation.com and navigate to the PS5 Pro section once preorders go live on September 26, 2024.
  • Create or Log in to Your PlayStation Account: If you don’t have a PlayStation account, you will need to create one. Existing users can simply log in to proceed.
  • Place Your Preorder: Once logged in, follow the instructions to preorder your PS5 Pro. Ensure you have a valid payment method ready and double-check your shipping information for accuracy.

Preorder Through Major Canadian Retailers

While preordering directly from PlayStation is a popular option, you can also secure your PS5 Pro through trusted Canadian retailers. These retailers are expected to offer preorders on or after September 26:

  • Best Buy Canada
  • Walmart Canada
  • EB Games (GameStop)
  • Amazon Canada
  • The Source

Steps to Preorder via Canadian Retailers:

  • Visit Retailer Websites: Search for “PlayStation 5 Pro” on the website of your preferred retailer starting on September 26.
  • Create or Log in to Your Account: If you’re shopping online, having an account with the retailer can speed up the preorder process.
  • Preorder in Store: For those who prefer in-person shopping, check with local stores regarding availability and preorder policies.

3. Sign Up for Notifications

Many retailers and websites offer the option to sign up for notifications when the preorder goes live. If you’re worried about missing out due to high demand, this can be a useful option.

  • Visit Retailer Sites: Look for a “Notify Me” or “Email Alerts” option and enter your email to stay informed.
  • Use PlayStation Alerts: Sign up for notifications directly through Sony to be one of the first to know when preorders are available.

4. Prepare for High Demand

Preordering the PS5 Pro is expected to be competitive, with high demand likely to result in quick sellouts, just as with the initial release of the original PS5. To maximize your chances of securing a preorder:

  • Act Quickly: Be prepared to place your order as soon as preorders open. Timing is key, as stock can run out within minutes.
  • Double-Check Payment Information: Ensure your credit card or payment method is ready to go. Any delays during the checkout process could result in losing your spot.
  • Stay Informed: Monitor PlayStation and retailer websites for updates on restocks or additional preorder windows.

Final Thoughts

The PlayStation 5 Pro is set to take gaming to the next level with its enhanced performance, graphics, and new features. Canadian gamers should be ready to act fast when preorders open on September 26, 2024, to secure their console ahead of the holiday season. Whether you choose to preorder through PlayStation’s official website or your preferred retailer, following the steps outlined above will help ensure a smooth and successful preorder experience.

For more details on the PS5 Pro and to preorder, visit direct.playstation.com or stay tuned to updates from major Canadian retailers.

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Introducing the PlayStation 5 Pro: The Next Evolution in Gaming

Published

3 days ago

 on

September 10, 2024

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Since the PlayStation 5 (PS5) launched four years ago, PlayStation has continuously evolved to meet the demands of its players. Today, we are excited to announce the next step in this journey: the PlayStation 5 Pro. Designed for the most dedicated players and game creators, the PS5 Pro brings groundbreaking advancements in gaming hardware, raising the bar for what’s possible.

Key Features of the PS5 Pro

The PS5 Pro comes equipped with several key performance enhancements, addressing the requests of gamers for smoother, higher-quality graphics at a consistent 60 frames per second (FPS). The console’s standout features include:

  • Upgraded GPU: The PS5 Pro’s GPU boasts 67% more Compute Units than the current PS5, combined with 28% faster memory. This allows for up to 45% faster rendering speeds, ensuring a smoother gaming experience.
  • Advanced Ray Tracing: Ray tracing capabilities have been significantly enhanced, with reflections and refractions of light being processed at double or triple the speed of the current PS5, creating more dynamic visuals.
  • AI-Driven Upscaling: Introducing PlayStation Spectral Super Resolution, an AI-based upscaling technology that adds extraordinary detail to images, resulting in sharper image clarity.
  • Backward Compatibility & Game Boost: More than 8,500 PS4 games playable on PS5 Pro will benefit from PS5 Pro Game Boost, stabilizing or enhancing performance. PS4 games will also see improved resolution on select titles.
  • VRR & 8K Support: The PS5 Pro supports Variable Refresh Rate (VRR) and 8K gaming for the ultimate visual experience, while also launching with the latest wireless technology, Wi-Fi 7, in supported regions.

Optimized Games & Patches

Game creators have quickly embraced the new technology that comes with the PS5 Pro. Many games will receive free updates to take full advantage of the console’s new features, labeled as PS5 Pro Enhanced. Some of the highly anticipated titles include:

  • Alan Wake 2
  • Assassin’s Creed: Shadows
  • Demon’s Souls
  • Dragon’s Dogma 2
  • Final Fantasy 7 Rebirth
  • Gran Turismo 7
  • Marvel’s Spider-Man 2
  • Ratchet & Clank: Rift Apart
  • Horizon Forbidden West

These updates will allow players to experience their favorite games at a higher fidelity, taking full advantage of the console’s improved graphics and performance.

 

 

Design & Compatibility

Maintaining consistency within the PS5 family, the PS5 Pro retains the same height and width as the original PS5 model. Players will also have the option to add an Ultra HD Blu-ray Disc Drive or swap console covers when available.

Additionally, the PS5 Pro is fully compatible with all existing PS5 accessories, including the PlayStation VR2, DualSense Edge, Pulse Elite, and Access controller. This ensures seamless integration into your current gaming setup.

Pricing & Availability

The PS5 Pro will be available starting November 7, 2024, at a manufacturer’s suggested retail price (MSRP) of:

  • $699.99 USD
  • $949.99 CAD
  • £699.99 GBP
  • €799.99 EUR
  • ¥119,980 JPY

Each PS5 Pro comes with a 2TB SSD, a DualSense wireless controller, and a copy of Astro’s Playroom pre-installed. Pre-orders begin on September 26, 2024, and the console will be available at participating retailers and directly from PlayStation via direct.playstation.com.

The launch of the PS5 Pro marks a new chapter in PlayStation’s commitment to delivering cutting-edge gaming experiences. Whether players choose the standard PS5 or the PS5 Pro, PlayStation aims to provide the best possible gaming experience for everyone.

Preorder your PS5 Pro and step into the next generation of gaming this holiday season.

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Google Unveils AI-Powered Pixel 9 Lineup Ahead of Apple’s iPhone 16 Release

Published

1 month ago

 on

August 13, 2024

By

Tech News in Canada

Google has launched its next generation of Pixel phones, setting the stage for a head-to-head competition with Apple as both tech giants aim to integrate more advanced artificial intelligence (AI) features into their flagship devices. The unveiling took place near Google’s Mountain View headquarters, marking an early debut for the Pixel 9 lineup, which is designed to showcase the latest advancements in AI technology.

The Pixel 9 series, although a minor player in global smartphone sales, is a crucial platform for Google to demonstrate the cutting-edge capabilities of its Android operating system. With AI at the core of its strategy, Google is positioning the Pixel 9 phones as vessels for the transformative potential of AI, a trend that is expected to revolutionize the way people interact with technology.

Rick Osterloh, Google’s senior vice president overseeing the Pixel phones, emphasized the company’s commitment to AI, stating, “We are obsessed with the idea that AI can make life easier and more productive for people.” This echoes the narrative Apple is likely to push when it unveils its iPhone 16, which is also expected to feature advanced AI capabilities.

The Pixel 9 lineup will be the first to fully integrate Google’s Gemini AI technology, designed to enhance user experience through more natural, conversational interactions. The Gemini assistant, which features 10 different human-like voices, can perform a wide array of tasks, particularly if users allow access to their emails and documents.

In an on-stage demonstration, the Gemini assistant showcased its ability to generate creative ideas and even analyze images, although it did experience some hiccups when asked to identify a concert poster for singer Sabrina Carpenter.

To support these AI-driven features, Google has equipped the Pixel 9 with a special chip that enables many AI processes to be handled directly on the device. This not only improves performance but also enhances user privacy and security by reducing the need to send data to remote servers.

Google’s aggressive push into AI with the Pixel 9 comes as Apple prepares to unveil its iPhone 16, which is expected to feature its own AI advancements. However, Google’s decision to offer a one-year free subscription to its advanced Gemini Assistant, valued at $240, may pressure Apple to reconsider any plans to charge for its AI services.

The standard Pixel 9 will be priced at $800, a $100 increase from last year, while the Pixel 9 Pro will range between $1,000 and $1,100, depending on the model. Google also announced the next iteration of its foldable Pixel phone, priced at $1,800.

In addition to the new Pixel phones, Google also revealed updates to its Pixel Watch and wireless earbuds, directly challenging Apple’s dominance in the wearable tech market. These products, like the Pixel 9, are designed to integrate seamlessly with Google’s AI-driven ecosystem.

Google’s event took place against the backdrop of a significant legal challenge, with a judge recently ruling that its search engine constitutes an illegal monopoly. This ruling could lead to further court proceedings that may force Google to make significant changes to its business practices, potentially impacting its Android software or other key components of its $2 trillion empire.

Despite these legal hurdles, Google is pressing forward with its vision of an AI-powered future, using its latest devices to showcase what it believes will be the next big leap in technology. As the battle for AI supremacy heats up, consumers can expect both Google and Apple to push the boundaries of what their devices can do, making the choice between them more compelling than ever.

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