There’s a cliche expression that perfectly encapsulates how the ad industry is now viewing their faith in Google’s ability to replace third-party cookies: Fool me once, shame on you. Fool me twice, shame on me.
It’s safe to say that the second delay to Google’s long-gestating plan hasn’t gone down well with large swathes of the industry. Simply put, there’s a growing cynicism toward any progress ever being made.
That’s according to Digiday+ Research, which surveyed 79 agency and brand marketers as well as a further 52 publisher executives just days after Google told the industry last month that third-party cookies would be available in its Chrome browser until 2024. That’s the second delay in a little over a year.
Before we dig into the numbers, here’s a recap on why ad execs are in such a tizzy: Back in 2020, Google issued a death warrant for third-party cookies — the software marketers use to track someone’s online activity and tailor ads specifically to them. It set in motion a plan to purge them from Chrome by 2022. Clearly, that hasn’t happened. In fact, not much has happened at all since then. Sure, there’s a vague outline of alternatives to replace cookies — some of which are even being tested — but there’s a long way to go before any of those are even remotely scalable. It turns out getting rid of third-party cookies was easier said than done.
Is Google for real this time? It’s the hope that gets you
For all the false dawns so far, there are still some marketers who harbor hopes of better times ahead. Of the agency and brand execs surveyed, more than four in ten (43%) said they believe that third-party cookies will start being phased out in 2024, per Google’s update. There’s enough time between now and then, goes the thinking, to make some real headway in the search for what comes after third-party cookies in Chrome.
And they may have a point: Tests of solutions in the Privacy Sandbox — Google’s gaggle of alternatives to third-party cookies — are already being ramped up to make use of the extra wiggle room. But with that said, there’s still a notable dose of cynicism around these efforts. So much so that more than a third (35%) of those agency and brand execs surveyed by Digiday believe Google will move the goalposts back again to 2025 or even later. Some 9% are so apathetic that they don’t think third-party cookies will ever go away.
Publishers have become deeply cynical
Nearly half (48%) of the 52 publisher execs who were surveyed said they expect third-party cookies to continue to be used in the Chrome browser until 2025 or later. A quarter of them take Google at its (latest) word and believe the purge will happen in 2024. Meanwhile, more than 10% believe third-party cookies will never go away.
It’s not hard to see why publishers are more cynical than ever. Many of them are acutely aware of the fact that the third-party tracking industrial complex (which includes third-party cookies) is hurting them due to data leakage, lost revenue to ad tech vendors and even disintermediation. Third-party cookies have created a multitude of ways for publishers to lose value.
At the same time, those losses have essentially become the cost they have to bear for being able to sell their audiences at scale. In other words, they’re caught in the programmatic machine — and can’t get out. No wonder publishers have a hard time believing that the rest of the market really wants to scrap this way of working.
Publishers, agencies and advertisers alike agree that Apple is the winner in all of this
More than a fifth of the publishers surveyed believe the iPhone manufacturer stands to gain a lot from the end of third-party cookies in Chrome (whenever that is). The same percentage of agency execs and brand respondents agreed — no surprise there. Apple has been blocking more and more cookies since 2017 when the company launched its Intelligent Tracking Protection initiative. The longer Google takes to get rid of cookies, the better Apple looks. And even if Google does eventually get rid of them it could potentially leave its ad business in a weaker position, just as Apple’s own play for ad dollars starts to gain traction.
There’s also agreement between both groups on how screwed ad tech vendors will be, if and when third-party cookies go away in Chrome. Both publishers (37%) as well as agency and brand execs (44%) believe those businesses will lose a lot in this instance. A lot of the money these companies make on the back of the ad dollars flowing through their platforms comes from data derived from cookies. If they go, then it throws the business out of whack. That could change, of course. Indeed, the latest delay is a lifeline of sorts to those businesses in so far as it gives them more time to find alternatives to those cookies. Whether or not they can is another question entirely.
One of the most irritating (and slightly painful) parts of joining a Microsoft Teams call could soon be fixed by a new update.
The video conferencing service is a popular choice for many companies, meaning calls with large numbers of participants joining at the same time, and from the same location (such as a meeting room) are a common occurrence.
However, often when multiple people join a meeting in the same room, a feedback loop is created, which causes echo, which in most cases quickly escalates to howling – with Microsoft likening the noise to when a musician holds the mic too close to a loudspeaker.
Fortunately, a new fix is coming for Microsoft Teams users. In its entry in the official Microsoft 365 roadmap (opens in new tab), the new “Ultrasound Howling Detection” describes how it aims to prevent this noise for users on Windows and Mac across the world.
Microsoft says that the update should mean if multiple users on laptops join from the same location, it will share with the user that another Teams Device is detected in their vicinity and is already joined with audio to the current meeting.
If a user has already joined with their audio on, Microsoft Teams will automatically mute the mic and speakers of any new the person who then joins the call, hopefully putting an end to the howling and screeching feedback.
Thankfully, the update is already listed as being in development, with an expected general availability date of March 2023, so users shouldn’t have to wait too long to enjoy.
The new updates are the result of using a machine learning model trained on 30,000 hours of speech samples, and include echo cancellation, better adjusting audio in poor acoustic environments, and allowing users to speak and hear at the same time without interruptions.
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Mike Moore is Deputy Editor at TechRadar Pro. He has worked as a B2B and B2C tech journalist for nearly a decade, including at one of the UK’s leading national newspapers and fellow Future title ITProPortal, and when he’s not keeping track of all the latest enterprise and workplace trends, can most likely be found watching, following or taking part in some kind of sport.
Shazam! Fury of the Gods lands in theaters on March 17. (Image credit: Warner Bros.)
The final trailer for Shazam! Fury of the Gods has debuted online – and it looks even more charming, funnier, frenetic, and darker than its predecessor.
Shazam’s sequel flick arrives in theaters worldwide on March 17, so it’s about time we were given another look at the forthcoming DC Extended Universe movie (read our DC movies in order guide to find out where it’ll fit in that timeline). Luckily, Warner Bros. has duly obliged. Check it out below:
Okay, there’s some messy CGI and a slightly corny vibe about Shazam 2. But hey, the first problem can be ironed out before the superhero film takes flight, while the latter is part of what makes this movie series spellbinding (see what we did there?).
But we digress – you’re here because you want to find out what you missed from Shazam! Fury of the Gods‘ new trailer. Below, we’ve pointed out six things you might have overlooked. So, what are you waiting for? Shout “Shazam!” and let’s dive in.
1. Who are the Daughters of Atlas?
For a film centered around Shazam, we don’t actually see the titular superhero appear in the official trailer for the first 20 seconds.
Instead, we get another glimpse at Fury of the Gods‘ villains, aka the Daughters of Atlas. The powerful trio comprises the power-hungry Hespera (Helen Millen), dragon-riding Kalypso (Lucy Liu), and Athena (Rachel Zegler), the latter of whom seems particularly torn about how the sisters are going about their business.
So, why are they gunning for Shazam and his superpowered foster siblings? Essentially, when Billy Batson was gifted his abilities by Djimon Hounsou’s wizard in the film film (available now on HBO Max), one of those powers was the Stamina of Atlas. The Daughters of Atlas aren’t too happy about their father’s ability being passed down to a child, so they want to take back what is theirs – and they’ll do it so by any means necessary.
2. Mythological monsters
Shazam’s first DCEU outing featured some horror-imbued creatures in the form of the Seven Deadly Sins. How, then, do you go about topping (or, at the very least) matching what came before? Throw in a bunch of myth-based monsters, of course.
Kalypso’s imposing dragon is the most notable inclusion. It feature prominently throughout the trailer, and we even get an amusing Game of Thrones reference from Shazam – “Hey, Khaleesi!” – in the movie. Hey, Warner Bros. loves to mention its suite of IPs in as many of its films as possible.
But Kalypso’s wyvern isn’t the only fairy-tale-based beast we see. Minotaurs, griffons, and demonic unicorns are just three of the other monsters who’ll turn up in Fury of the Gods. Basically, don’t expect this to be an easy fight for Shazam and company to save the world.
3. You can’t get the staff these days
Saving earth from a new titanic threat will be even harder when Shazam’s adoptive family are stripped of their powers, too. And it seems that the staff, which was wielded by Hounsou’s wizard in the first movie, is the key to giving and taking those abilities away.
In 2019’s Shazam!, the titular hero gave powers to his foster siblings to help him combat the Seven Deadly Sins and Doctor Sivana. They’ve still got those power in Fury of the Gods, too, but they won’t have them for long, based by what the trailer suggests.
The footage shows Freddy Freeman and Mary Bromfield being drained of their abilities by the Daughters of Atlas at various points. The trio are using the wizard’s staff to rob the teens of their powers, so it’s clearly of major importance to the movie’s main players.
Later, we see Shazam wielding it – not before he asks the wizard to take his powers back, mind you, when he becomes convinced he can’t defeat the Daughters of Atlas. Anyway, Shazam’s brandishing of the staff suggests he needs it to boost his own abilities if he’s going to defeat the movie’s antagonists and give his siblings their powers back. Expect the staff to play a vital role in Fury of the Gods‘ plot, then.
4. Prison break
In order to get the wizard’s staff, it seems the Daughters of Atlas go after Hounsou’s magic wielder to obtain it.
We see Hounsou’s character imprisoned at various points, including a shot of Hespera chastising him for giving the power of the gods to Billy, Freddy, and company. “You ripped it from our father’s core,” she tells him, which implies Hounsou’s wizard might not be as mighty and heroic as we were led to believe.
Anyway, Hounsou’s wizard interacts with Shazam later in the trailer, so he clearly escapes captivity. Whether he does so alone, or he enlists Shazam’s help – does that magic-infused dust, which he sends through his prison cell window, have something to do with it? – is unclear. Regardless, we’ll see Hounsou’s character break out at some stage.
5. Is that you, Doctor Strange?
Remember when we said Zegler’s Athena doesn’t seem as keen to destroy earth as her sisters? That’s because, at the 1: 14 mark, we see her use her powers with a uncertain look on her face. You wouldn’t look like that if you were convinced you were doing the right thing, would you?
Based on the fact she’s pushed away by Kalypso (using the staff no less), seconds later, it seems she’ll be swapping sides at some stage.
Interestingly, it seems the wizard’s staff can do more than give or take a person’s powers away. One perceived ability certainly has an air of the Doctor Strange/Marvel-based mystic arts about them. Just look at the Escher-style nature of how the scenery bends and folds in on itself when Athena is pushed back, and when Shazam evades numerous buildings at the 1: 44 mark. We’d be very surprised if DC and Warner Bros. didn’t take a leaf out of the MCU’s book with such an aesthetic.
6. Light the way
Shazam and his fellow superheroes get a costume upgrade in Fury of the Gods. The group’s threads are more streamlined and less plastic-looking this time around, which is pleasing to see.
Fans had been worried, though, that these suits wouldn’t feature one of the first movie’s most underrated (if somewhat tacky) aspects: the glowing lightning bolt on Shazam’s chest. Shazam’s costume in the 2019 movie was manufactured in a way that allowed the bolt to physically light up, avoiding the problem of having to add awkward lighting effects during the post-production phase.
Thankfully, Shazam! Fury of the Gods‘ official trailer confirms that Shazam’s lightning bolt will glow. However, given the sleeker look of the costumes this time around, it appears that the illumination effect has been added in post. Regardless of how it’s been implemented, we’re just glad it’s a feature that’s been retained.
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Jokes aside about Chrome’s incognito mode, the ability to open a private tab for sensitive browsing is incredibly useful. You can perform searches that you want to keep from affecting your recommendations or appearing in your search history—which applies as much to tax information and medical questions as anything more scintillating.
And now on all phones and tablets, you can protect your incognito tabs from prying eyes by locking them down. A quick tweak to Chrome settings on iOS and Android makes biometric or PIN authentication required to view your private tabs whenever you leave the app and then return. It’s an extra layer of protection for when you forget to close a tab when you’re done—easy to do if you’re constantly hopping between apps. No need to worry about banking info sitting unguarded, for example.
Trying to feature out for yourself is easy. If it’s rolled out to your Android device (or if you’re only now trying it on your iPhone or iPad), just tap on the three dot menu in Chrome, then Privacy and Security. Toggle on Lock Incognito Tabs When You Close Chrome. Now when you switch away from Chrome and then come back, you’ll have to pass an authentication check before you can see and interact with those private tabs again.
For folks who use incognito tabs more on mobile than dedicated apps, this feature is a very welcome addition—and one I hope to see come to desktop computers next. I leave my incognito windows open on PC for long stretches way more often than on a phone or tablet. I haven’t yet met a browser window stuffed with tabs that I didn’t like to keep around. And sometimes I’m reading up on something I don’t want roommates to know about; other times, I have private correspondence I’m working on that I really don’t want to be seen.
I can always lock my PC, but I occasionally forget to slam my fingers on Win + L before dashing off to deal with an overflowing pot or vomiting cat. The best alternative is setting up Dynamic Lock in Windows, but that only works if you move far enough away from your computer to trigger the auto-lock. It unfortunately doesn’t prevent someone also in your kitchen from wandering by your screen and teasing you about your recent discovery of r/illegallysmolcats. Ask me how I know.
Alaina Yee is PCWorld’s resident bargain hunter—when she’s not covering PC building, computer components, mini-PCs, and more, she’s scouring for the best tech deals. Previously her work has appeared in PC Gamer, IGN, Maximum PC, and Official Xbox Magazine. You can find her on Twitter at @morphingball.