The internet is about to experience a dramatic shift toward privacy.
Today, advertisers like Facebook and Google use cookies to track people as they interact with different websites, building profiles for the sake of targeted marketing. But on Wednesday, Google — a giant in the global digital ad market — announced that it would stop using this kind of system to track individuals across the web. Instead, it plans to develop methods to target ads without using individual browsing histories.
One such method would create groups of users with similar interests, allowing advertisers to target groups of people without pinpointing any individual. It would also keep data on your devices: Instead of allowing companies to track you across every website, Google’s Chrome browser would generate an anonymous profile of your interests and use it to requestan appropriate advertisement for you.
To build a system like this, Google and its partners have constructed a series of new technologies under the banner of the privacy sandbox, which is advertised as a way of hiding individual users “in the crowd.” The privacy sandbox is no single technology but is instead a handful of new standards that would allow advertising to continue to exist and work similarly to today, without the gross privacy violations enabled by tracking cookies.
One of the most notable technologies in the privacy sandbox is a proposed web standard called federated learning of cohorts (FLoC). This is the standard that builds interest groups locally in the browserwithout ever sending individual data to a server. When a page wants to display an ad, it would request one based on the cohort the user has been placed in — rather than their specific browsing history.
Another proposed standard, FLEDGE, would allow advertisers to create “custom audiences” without using the cookies that power this capability today. Custom audiences allow advertisers to target previous visitors of a website — a practice called retargeting. It’s what makes it possible for those shoes you checked out once to follow you in ads around the internet.
Also included in the privacy sandbox are proposals that hide your home network’s IP address from websites and a new technology that would automatically block requests for information from your device when it becomes clear a site is asking for too much.
The privacy sandbox is still a Band-Aid solution: It improves privacy but makes obvious compromises in order for advertising to continue to appeal to buyers.
Some of these standards, as proposed, have significant holes in them: FLoC, for example, anonymizes users in groups, but individuals in those groups can be easily de-anonymized and tracked if a site knows their email address or other personal information. That means if you’re signed into Facebook, for example, the company would easily be able to figure out which group you’re in and link that information to your advertising profile on its site. The proposal for FLoC admits as much but does not satisfyingly address how users could mitigate this.
All of these standards make it clear that Google is finally beginning to push privacy improvements on the web. But it’s worth nothing that a large reason for Google’s sudden interest in privacy is that its business is under threat.
Last March, Apple announced that it would block tracking cookies by defaultin Safari on iOS and macOS, a move that meant advertisers were suddenly unable to follow the people using those products around the web almost overnight. Google risks losing users, who are becoming increasingly privacy aware, if it doesn’t adapt quickly to compete on privacy.
Luckily for Google, it develops the world’s most popular desktop browser, Chrome, and is able to implement new ad targeting systems more or less single-handedly. While the company has proposed its privacy sandbox projects as web standards for adoption by all, it’s not clear whether other browsers, such as Mozilla’s Firefox or Apple’s Safari, plan to implement the core standards.
Recentmeetings of the standards group have, however, been heavily attended by publishers and advertisers, such as the BBC, the New York Times, IAB, and Facebook. Getting publishers onboard with the new technology, which supports their advertising business models, could make it easier to force the hand of the other browsers.
By introducing these new web standards, Google is ensuring that it can both continue to sell targeted advertising andpush privacy on the web forward.
Which explains why, on the whole, the privacy sandbox is still a Band-Aid solution: It improves privacy but makes obvious compromises in order for advertising to continue to appeal to buyers. Such is the tension: Targeted advertising still needs to be fueled by data somehow, and there are always going to be loopholes that allow technology to be abused, as tracking cookies were for decades.
But advertising isn’t necessarily bad. Tim Hwang’s fantastic book Subprime Attention Crisisexamines the tension between advertising’s privacy nightmares and how the best, weirdest parts of the internet have historically been supported by advertising, describing it as the “time bomb at the heart of the internet.”
Google’s proposals attempt to improve privacy on the web by reining in the Wild West of trackers and still allowing publishers and creators to fund their work — as opposed to demonizing advertising as a legitimate business model. While it might be an imperfect fix, I’m not sure the internet we know and love could continue to exist withoutsomething like it.
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.
