Apple came under considerable flack yesterday after announcing that it was delaying protections against one of the ad industry’s ways to track us. 9to5Mac readers and Twitter users were not impressed.
But ultimately Apple’s latest privacy step won’t make much difference: there’s already a new way for advertisers to track us, and there’s little Apple can do about it: device fingerprinting. Read on to find out how to test whether your devices can be uniquely identified …
Why advertisers, websites and apps want to track us
There are two reasons advertisers, websites, and apps want to track us.
First, they want to show us personalized ads. Ads which relate to our own interests and activities are more likely to be effective. If you visit a lot of tech websites, for example, then advertisers have a higher chance of catching your interest if they show you ads for gadgets rather than random stuff.
So if you visit ten tech websites, and they each drop a cookie on your device to say that you’ve visited that site, ad networks can check for the presence of those cookies, see that you like tech, and then serve gadget ads. The same thing can be done in apps – using the apps you use to determine your interests.
Things can get much more specific than that. If you visit a website about Apple Watch straps, then the cookie can be used to ensure that, later, on an unrelated site, you are shown an ad for those straps.
Second, advertisers want to know which ads are effective. Relatively few people click on ads, so that’s not a good way to measure effectiveness. Instead, if you have been shown an ad for, say, an iPhone case, the advertiser may drop a cookie on your device. If you later visit the website for that case, the site can check for the presence of that cookie and conclude that the ad was effective in bringing you there.
The cookie will also identify which website you were on or which app you were using when you saw the ad. The case maker will then be able to conclude that it’s worth spending money on that ad on that site or in that app.
Note that the advertiser has no idea who you are. It doesn’t know your name, address or any personally identifiable data. It can simply know that person X has a lot of tech cookies on their device, person Y visited an Apple Watch strap website and person Z has seen an ad for a particular iPhone case.
Apple’s three-stage approach to limiting tracking
Apple initially recognized that advertisers wanted to perform tracking (including things like Apple Search Ads), but wanted to ensure user privacy was protected. The first step it took was to come up with something known as IDFA: IDentifier For Advertisers. This is a unique identifier for each device, randomly assigned by Apple. Advertisers are allowed to use this for tracking, because Apple knows that there is no way to use it to identify a named individual.
Stage 2 was to let users go into Settings > Privacy > Tracking and set a toggle allowing or denying permission for tracking. That was no threat to advertisers, because only someone who strongly objected to tracking was ever going to bother.
Stage 3 is the change which upset Facebook, and which Apple has now agreed to delay. With this change, iOS 14 will force apps to show a popup that asks your permission to be tracked. If you say no, the app doesn’t get to use your IDFA.
Advertisers were already concerned about that, because many people think ‘tracking’ means that they can be personally identified. A typical non-tech person is also going to imagine that ‘tracking’ means something much scarier than it really does, so most people will say no.
The ad industry’s next step: device fingerprinting
Advertisers started with cookies; Apple and others let us block them.
Apple then offered advertisers IDFA, but the delayed change in iOS 14 means that most users will deny access to that.
But as much as Facebook may be making a fuss about this, the ad industry already has another way to identify devices: device fingerprinting.
Whenever you visit a website, your browser hands over a bunch of data intended to ensure that the site displays correctly on your device. A website needs to display itself very differently on an iMac and an iPhone, for example.
As time has gone on, and websites have become more sophisticated, the amount of data your browser hands over has grown. Here are some examples of the data which your browser sends to a website:
Browser name and version (eg . Safari 13.1.1/605.1.15)
Device operating system and version (eg. macOS 10.15.5)
Timezone
Fonts installed
Device vendor (eg. Apple)
Browser plugins installed
Screen resolution
Screen color depth
Audio formats supported
Video formats supported
Media devices attached (for input and output, eg. webcams)
Keyboard layout
Preferred content language
How your device renders a particular image on the webpage
Note that this isn’t a comprehensive list, it’s just examples. When a website analyses all of the data available to it, things get very specific, very fast.
The aim of device fingerprinting is to try to identify each unique device, assigning to it a device fingerprint. This can then be used to track you in exactly the same way as IDFA.
Want to see if your device can be uniquely identified? Go to this website or this one and run the test. If you’re worried about doing this, bear in mind that any website can do the same thing – the only difference with these sites is they are showing you your data. But if it makes you feel more comfortable, amiunique.org makes its source code available, and Panopticlick is run by the EFF.
I tested both my Mac and my iPhone.
That my Mac was uniquely identified didn’t surprise me. I have a 49-inch monitor, and there can’t be too many people with a screen resolution of 5120×1440. Add that together with some of the non-standard fonts I have installed and that may already be unique. If not, a few more pieces of data would do it.
But my iPhone 11 Pro was also unique among the more than 2.5 million devices they have tested. This stuff works.
Apple’s delayed change will largely render IDFA useless for advertisers, as so many people will deny permission. But the ad industry will simply switch to device fingerprinting and carry on as usual.
Apple could fight this too, by allowing you to spoof some of the info just as you can for MAC addresses when connecting to a public WiFi hotspot. But a lot of the info can’t be spoofed, else it will stop web pages rendering properly.
The bottom line is that Apple’s delayed implementation of its IDFA popups is only really going to have one effect: it will give advertisers more time to switch to device fingerprinting. The tracking battle isn’t ending anytime soon.
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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.
