Google is announcing the “Android Privacy Sandbox” today, a move the company says will be “a multi-year initiative” to introduce “more private advertising solutions” into Android. After Apple made tracking opt-in in iOS 14, Android wants to be seen as matching its main rival. Today’s announcement is in addition to existing ad systems, not a replacement for them, so this will probably be even less effective than the “Privacy Sandbox” for Chrome.
Apple’s tracking changes blew up the advertising industry and are already costing ad-based companies like Facebook $10 billion in revenue for the year. Google, the world’s largest ad company, doesn’t seem to want to do that on Android.
Here’s how Google addresses iOS 14 in its blog post:
We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.
(Google did not explain how it thought Apple’s blocking of unique identifiers was a “worse outcome for user privacy.”)
That’s the setup for Android Privacy Sandbox. The specifics of Google’s plan are vague right now because even a beta version won’t be out until the end of 2022. The Android Developers site has some design proposals for what a privacy-preserving ad system might look like. The Topics API from Chrome is here, which will share a list of user interests with advertisers when they ask, so advertisers can show relevant ads. The new Android FLEDGE API tracks users’ behavior inside an app and throws them into groups for “custom audience targeting.” Google says developers will be able to create groups like “left an item in a shopping cart” and show those users certain ads.
So far, we’ve yet to cover anything that actually reduces tracking. For that, there’s the “SDK Runtime,” a sandbox for ad-related SDKs that Google says will “reduce undisclosed access and sharing of a user’s app data” for “compatible SDKs.” The idea is that developers could package a “runtime-enabled SDK” with limited permissions instead of a traditional ad SDK, which has all the same access as the main app.
Advertisers can opt-in to privacy improvements?
That bit about being a sandbox for “compatible SDKs” is the big catch for the SDK Runtime and the Android Privacy Sandbox. It’s optional. Chrome’s Privacy Sandbox, even if it is a watered-down privacy solution, is at least starting with the progress of blocking third-party cookies. The existing tracking methods in Chrome will be blocked, and Google is offering an alternative solution that will have some (again, watered-down) privacy benefits. Google has not announced plans to block or limit any existing tracking techniques on Android. Android apps have a lot more privileges than a website, and developers could choose to ignore this and include an ad SDK that does not use the SDK sandbox.
So while Google did not announce anything that will improve privacy today, it did hint at someday making a change. The blog post says, “we plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.” Those “future changes” could theoretically improve privacy, but again, there is no commitment to do that. If anything, today’s blog post is a reassuring statement to advertisers that, while Apple blew up the mobile ad industry in 2021, Google is publicly committing to keep the cash flowing until at least 2024.
As for what an actual privacy-preserving solution might look like, apps can include whatever code they want, so a technical solution to ad tracking is hard to imagine. Like Apple, Google could artificially limit ad SDKs via the Play Store and declare that any app not using an ad SDK sandbox would be banned from the store. The Play Store regularly imposes limitations like this on apps: the minimum supported Android API level goes up every year, forcing developers to support the latest Android features and restrictions. Google also tried to use the Play Store to ban apps that use the accessibility APIs in ways it doesn’t like.
While Play Store enforcement would be a possible solution, Google would have a hard time limiting Android advertising without summoning the ire of regulators. Google already gave a “We’re also committed to working closely with regulators” shoutout at the end of its blog post, even without promising any actual restrictions.
Since Google is not making any privacy changes mandatory, it is basically asking advertising companies to voluntarily stop collecting data on users. If advertisers wanted to do that, they could make that change today. Advertisers don’t actually need to wait for a technical solution to be finished.
CHICAGO (AP) — United Airlines has struck a deal with Elon Musk’s SpaceX to offer satellite-based Starlink WiFi service on flights within the next several years.
The airline said Friday the service will be free to passengers.
United said it will begin testing the service early next year and begin offering it on some flights by later in 2025.
Financial details of the deal were not disclosed.
The announcement comes as airlines rush to offer more amenities as a way to stand out when passengers pick a carrier for a trip. United’s goal is to make sitting on a plane pretty much like being on the ground when it comes to browsing the internet, streaming entertainment and playing games.
“Everything you can do on the ground, you’ll soon be able to do on board a United plane at 35,000 feet, just about anywhere in the world,” CEO Scott Kirby said in announcing the deal.
The airline says Starlink will allow passengers to get internet access even over oceans and polar regions where traditional cell or Wi-Fi signals may be weak or missing.
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.
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.
