IPv6 Winner for Digital Advertising, Why?

For everyday users, yesterday’s big shift in Internet addresses — from the IPv4 to IPv6 — will go unnoticed. To anyone doing business on the Web, though, it’s of extreme interest, and there’s one group who may benefit from the re-organization more than others: advertising networks.

First, a little background: Since its inception, the Internet has been based on an system called IPv4. This is how IP addresses get distributed — those numbers in your device’s network preferences that usually look like “192.168.1.1″ — and determine how machines talk to each other.

However, IPv4 only allows for about 4 billion total addresses, and the supply has been completely used up. That’s why the Internet today finally officially opened the doors on IPv6, a newer standard that provides more than 340 trillion, trillion, trillion addresses — so many that we’ll (probably) never run out. Many Internet Service Providers (ISPs) and major sites (like Google) have already begun to switch.

Beyond the mere benefit of keeping with the times, Google may have another good reason to support the change to IPv6: It has direct benefits to digital advertising, says Bob Hinden, chair of the Internet Engineering Task Force (IETF) and one of the architects of IPv6 along with Steve Deering.

Here’s why: The 4 billion or so addresses in IPv4 aren’t nearly enough for even the number of connected devices in the world today. But they don’t have to serve every single one, since network address translators (NATs) can distribute “private” addresses to devices on a local network. It’s analogous to an apartment building — each unit has the same street address, but their numbers are different.

Those NATs are how your printer, laptop and tablet can all connect to the Internet via your home router through the same address. The same tech is at play in other parts of the network, at a larger scale. Network operators like AT&T and Comcast sometimes have bigger NATs, distributing addresses to large areas.

However, every time there’s another layer of these private addresses it gets harder to tell who or what is on the other end of a connection — a real problem if your business model depends on that information, the very lifeblood of digital advertising.

“If all they’re seeing is the address of this big carrier-grade NAT in the middle of some network, they lose the ability to see who’s viewing those ads,” Hinden told Mashable. “That has a big effect on their current business model. They see [IPv6] as being very important to them for that reason.”

Today, networks can use many alternatives to direct IP addressing if they want to find out information about their users. Using cookies, detecting device IDs, and looking at which ports are being accessed are all possible tools.

“[Networks] can tell who’s connecting to some degree already,” says Hinden. “But when that information looks the same for a whole city, their ability to know more about the user is compromised.”

With IPv6, determining a precise IP address becomes a much simpler task due to the system’s “end to end” nature, Hinden says. Since the number of IPv6 addresses is nearly limitless, private addresses become unnecessary, and those unwieldy NATs should eventually disappear.

That opens up another potential benefit of the switch to IPv6: a faster Internet. As use of network translators decreases, there should be fewer delays in web traffic.

“You won’t have as many boxes in the middle that are trying to do things to traffic,” Hinden says. “There are two things that a router can do when it gets a packet — it can either forward the packet to the next stop, or it can think about doing that. Thinking about doing that adds delay.”

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Google shows new applying technologies

While it boasts one billion users, Google Maps has recently seen defections by some key developers and partners.

Reports suggest Apple may abandon Google Maps next week at its annual developer conference.

They suggest Apple may announce its own mapping application to replace Google Maps on its smartphones and tablets.

To counteract any negative publicity, Google executives held a media event on Wednesday in San Francisco to preview new mapping features and trumpet a decade of achievements in digital mapping, including its use of satellite, aerial and street-level views.

Among the stand-out features were 3D enhancements to Google Earth, a portable device for taking "street view" panoramic photos and offline access to Google Maps on Android phones.

"It's much more than finding a way home," said Brian McClendon, vice president of engineering for Google Maps.

"Personal helicopter"

Google Imagery, the company's most sophisticated 3D rendering to date, makes use of an automated process to generate very detailed models from 45-degree aerial photos. Google has actually commissioned a fleet of planes to do the job. The end result is zoomable, three-dimensional cityscapes, complete with top and side level views of buildings, streets and landscaping.

Fly-over views of San Francisco's Civic Center, City Hall, AT&T Ballpark and waterfront were shown during Wednesday's demonstration.

"We are trying to create magic here," said Peter Birch, program manager for Google Maps, who compared the offering to "Superman wings."

"It's almost as if you are in a personal helicopter hovering over the city," he said.

The feature will be available on both Android and iOs devices in a matter of weeks, Mr Birch told the BBC.

He would not be drawn on the possibility of a snag with Apple if Google Maps is de-bundled from Apple's smartphones and tablets: "I can't really speculate on what the rumours may be… Apple is a good partner of ours.

"We have a lot fantastic applications already on the platform. Google Earth is one of the top applications, and we've been on Apple devices since 2008," he said.

"It's a really fantastic showcase for the platform and we're really excited to be offering new features."

Google aims to bring the new 3D imagery to desktops later this year.

By the end of the year, the California-based company anticipates 300 million people will be able to look at their communities using this technology. The initial metropolitan areas were not specified, but Mr Birch indicated both American and international cities would be part of the initial rollout.

'Platform battle'

Should Apple actually divest Google Maps from its mobile screens later this year, as the Wall Street Journal first reported, experts say it would be a strike against the search giant.

"It's a negative for Google, but it's not going to have a big revenue impact, and it may in fact motivate them the create a more powerful mapping application that people can download from the iTunes store if Apple doesn't try to block it," said Greg Sterling, a long-time Google watcher and contributing editor at Search Engine Land.

"It's a platform battle," according to Di-Ann Eisnor, a social mapping expert and vice president of Waze, a commuter tool that relies on real-time crowdsourced data from its 18.5 million users to inform its mobile mapping application.

But the war goes beyond Android versus iOs.

Google created a backlash of sorts when it began charging for commercial use of its API last autumn. Developers and publishers like Foursquare, the location-based, mobile check-in app with 20 million users, opted to go with the free and volunteer-driven OpenStreetMap, the world's largest crowdsourced atlas, as its baseline mapping technology, instead of Google Maps. So did the mobile version of Wikipedia.

With 600,000 registered users, OpenStreetMap also has the support of Microsoft. As more big players start working on OpenStreetMap, Ms Eisnor and others say it could be another "viable alternative" to Android and iOs.

John Jackson, a technology analyst with CCS Insight in Boston agrees with the notion of platform wars, calling it "an epic battle for the future of mobile computing".

Between Apple, Google and Microsoft, "we may end up with three centres of gravity", he told the BBC.

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UPDATE 4-Nintendo hooks desires on holiday-ready "Wii U"

Manufacturers Co Ltd will launch a system with a devoted "Super Mario" activity name for once in 16 decades as the having difficulties Japoneses organization desires its new Wii U will ranking the great opinions that assisted to make its forerunner the greatest activity playing hit.

Nintendo desires the Wii will entice family members as well as conventional gamers, international chief executive Satoru Iwata said in an appointment in Japoneses on the side lines of the E3 enjoyment expo in Los Angeles.

Nintendo, which was broken off its perch at the epitome of activity playing industry components by Ms Corp's Console nowadays, officially revealed a white system on Thursday, saying it will assistance two "GamePad" remotes designed to look and operate like pills.

The Wii U, which will carry movie content from Blockbuster online Inc , Amazon.com Inc, Google Inc's YouTube and Hulu, will hit shops in here we are at the vacations. The Japoneses activity playing organization, however, left many in the viewers at its display on Thursday seeking more information, especially on the cost, given that Manufacturers is playing catch-up with Ms and Panasonic Corp's intensely reduced components.

"The system has to win assistance from within the family. So we have to show the benefits of the Wii U system from different perspectives in order to reach the mother, the dad and the children," Iwata said.

The new system may face a task in attractive to primary gamers who like to perform shooting movie games as well as those that dish in their areas and move exclusive organizations.

"I am still not assured about whether they can maintain the viewers who purchased the Wii, as well as serious gamers," said Wayne Brightman, U.S. writer for the business book, Games Industry Worldwide.

The first system from Manufacturers in six decades will come with a social-gaming system known as "Miiverse". But it will need a wide collection of software headings, such as the celebrity of its constant, "Super Mario", to have any wish of related the Wii's success.

Nintendo is currently fending off younger competitors like informal designers and applications for mobile phones like Apple Inc's iPad, which are creating inroads into the $78 thousand movie game industry.

Shigeru Miyamoto, The well known movie activity playing developer and manufacturer, said creating further movie games is important "in this era when customers are said to be moving to brighter movie games."

To secure its position, Manufacturers is coming out with a new "Super Mario" activity presenting its name plumbing technician spanning different experience circumstances. It headed Tuesday's display of a set of movie games suitable for the Wii U, such as "Nintendo Land".

"Every time a new Manufacturers house system is declared, we start listening to acquainted opinions from long-term fans: 'Sounds great, but you've got to have a Mario activity,'" Manufacturers of The united states chief executive, Reggie Fils-Aime, told a loaded cinema at the overall activity playing meeting.

HOPING FOR A REVOLUTION

Analysts said Manufacturers, which records its roots returning more than a millennium to the roads of Kyoto, horribly needs a hit.

In 2011, it released the 3DS portable system to frustrating revenue in part because it originally was missing new editions of its top movie games.

The unique Wii totally changed the industry in 2006 by presenting motion-controlled activity playing and sold more copies than competitors like the Ms Console and Panasonic PlayStation 3. But revenue have been reducing, leading to the organization's first yearly managing loss and a major stock fall.

Nintendo stocks dropped 2.9 % to 9,000 yen early on Thursday in Seattle as opposed to 0.5 % gain on the standard Nikkei. The organization's stocks have lost nearly 15 % since Jan this season.

While buyer response has so far been warm on the Wii U, the movie game industry is adopting the first system to hit the industry in decades. Ubisoft said this week it is creating eight movie games for the Wii U's launch.

Executives at Ubisoft said the organization was attracted by the chance to have gamers use two displays in one activity.

"The Wii U is really exciting in terms of irregular action, with one gamer doing something and one other gamer doing something simultaneously," Xavier Poix, facilities manager of Ubisoft Italy, said in an appointment.

But after seeing The display on Thursday, M2 Research specialist Billy Pidgeon said Manufacturers will need to give your very best to describe why a second screen is necessary.

"It is kind of a challenging sell. You're asking people to perform movie games in different ways," he said.

Nintendo is predicting revenue of 10.5 thousand Wii U and Wii controllers next season.

The before Manufacturers released a new "Super Mario" name when a house system was presented was in 1996, with the Manufacturers 64.

The new Wii U product operator will also have a earphone port, a camera in the front enabling for movie talk, and a micro-ordinateur and action activity playing abilities and lead to control buttons on the returning of the product for shooting movie games.

But Manufacturers targeted less on the components on Thursday and more on the movie games it will bring to the Wii U. The organization did not give a launch date for the newest Mario activity, but professionals revealed off different levels presenting its trademark fixtures: Mario, Luigi, Yoshi and gumbas.

The organization also revealed off movie games made by other companies built for the Wii U, such as Warner Brother's "Batman Arkham City: Armored Version."

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Motorola deal comes Google

Google has completed its $12.5 billion purchase of device maker Motorola Mobility in a deal that poses new challenges for the Internet’s most powerful company as it tries to shape the future of mobile computing.

The deal closed Tuesday, nine months after Google Inc. disclosed that it wanted to expand into the hardware business with the most expensive and riskiest acquisition in its 14-year history.

The purchase pushes Google deeper into the cellphone business, a market it entered four years ago with the debut of its Android software, now the chief challenger to Apple Inc.’s iPhones.

In Motorola, Google gets a cellphone pioneer that has struggled in recent years. Motorola has not produced a mass-market hit since it introduced the Razr cellphone in 2005. Once the number two cellphone maker, Motorola now ranks eighth with 2 percent of the worldwide market share, according to Gartner.

As had been expected, Google chief executive Larry Page immediately named one of his top lieutenants, Dennis Woodside, as Motorola’s chief executive. He replaces Sanjay Jha, 49, who will stay on just long enough to assist in the ownership change.

Woodside, 43, has spent the past three years immersed in online advertising as president of Google’s America region, which accounted for $17.5 billion of Google’s revenue last year.

Motorola Mobility Holdings Inc. booked $13.1 billion in revenue during its final year as an independent company.

Nevertheless, Woodside’s background in online advertising is likely to raise questions about whether he is the best choice to oversee a company that specializes in making smartphones, tablet computers, and cable-TV boxes.

The takeover became possible only after government regulators were satisfied that the acquisition wouldn’t stifle competition in the smartphone market.

China removed the final regulatory hurdle by granting its approval Saturday. Regulators in the United States and Europe had cleared the deal three months ago.

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Issue: Google working on Music deauthorization

Over the past couple of days, Google Music users discovered that they once they hit the 10 device authorization limit they were restricted from removing devices. Users quickly found out that Google had changed the deauthorization number to four devices a year, bad news for those who frequently flash ROMs or move to different devices. Now Google has issued a statement regarding the change, saying they’re working on the problem.

Google acknowledges that the new method is an issue for people who are authorizing and reauthorizing the same device, but the service treats new ROMs and wiped software as a new device. At the same time, the change comes after a request from the record labels “in an effort to limit abuse.” The company goes on to say that it’s working on a method that will hopefully satisfy both music partners and users.

In the meantime the “old” policy is in effect, so you can deauthorize as many devices as you want until Google works around the problem. Right now there’s no time frame for when Google will update its policy on the matter, but it notes that the support page will be updated with more information when it becomes available.

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Diablo III: the 'Best' for the Worst Anger

The rigamarole is always the same: Big game is released, problems ensue. But for Diablo III, the launch was bigger—twelve years in the making. And the problems? They seem bigger, too. And when that happens, people get angry.

As previously detailed, Diablo III's "always-online" feature was problematic to say the least, and players have been dealing with errors like Error 37 and Error 3003. The whole thing hasn't exactly been smooth.

And the reaction to all this has...not been good. People paid good money for an experience, and the experience hasn't been good for many players. They have every right to complain. No wonder the game is getting clobbered on review site Metacritic, where the user reviews are especially brutal. On Amazon, there are biting reviews as well, but less of the endless vitriol. The general tone, however, is one of anger and frustration.

Some of the reviews seem knee-jerk and not directed at the actual gameplay—the result of frustrated people trying to get online, but unable to. Others seem to truly not like the game, which, of course, is fine. And, yes, some of them are merely trolls (but funny trolls!).

But let's not look at the normal venting. Let's look at some of the "best" haterade spewed at Diablo III.

• You know when they sold the rights to The Neverending Story 1 & 2 to some random production company and they came out with a steaming pile called The Neverending Story 3 that went straight to VHS? Well that pretty much describes Diablo 3.
• This is for that what i must wait fuc*ing 7th june. This is for that what i must wait fuc*ing 7th june. This is for that what i must wait fuc*ing 7th june. This is for that what i must wait fuc*ing 7th june. This is for that what i must wait fuc*ing 7th june. This is for that what i must wait fuc*ing 7th june. This is for that what i must wait fuc*ing 7th june.
• Diablo 3 is so boring you would have more fun at a bingo hall. Also the connection problems at launch are awful and show how incompetent Blizzard is. The graphics in game are also not close to what a Diablo game should look like.
• Decade of experience running online games to have the game fail to launch ON SINGLE PLAYER due to their network. They took everything that was Diablo and flushed it down the toilet, from gameplay to graphics.
• I have paid for a game and can not even start a single player!? What exactly is on that disc?! It is a sick joke... Give my money and wasted time back!
• They've had 10 years to make this game and when the game went live only 600 players were online... Hours later only 1000 players were able to get on! Its been like this the whole entire launch!
• If your a true Diablo series fan you'll know its a gothic themed game and it'll break your heart to find out that the act 1 boss is damn fairy queen that looks like the disney villain maleficent
• Diablo 3 is out. It took 11 years to make. The graphics look 10 years old and its only 6 hours long. But don't worry kids you can buy hats with moms credit card!
• You want 150 words minimum to accept my review? Ok. FAIL FAIL FAIL FAIL FAIL FAIL FAIL FAIL FAIL FAIL FAIL FAIL FAIL. DO NOT BUY !!! SERIOUSLY. Vote with your wallet, dont give these **** money.
• One of the worst play time to cost ratios. I could have a whole day at a paintball stadium for the money I shelled for this game, which, due to an unstable internet connection, I can't even play smoothly, even though I'm only interested in single player. Good job, Blizzard.
• If you want a watered down, pay2win piece of junk, Diablo 3 is just the ultimate game in this regards. Don't expect to find a game reminiscent of the jewels such as Diablo 1+2 (actually made by different people). Only saving grace is... no wait I can't think of one.
• This game is a massive pile of **** It shouldn't be named like that. WoW is nice like a prostate cancer, and this "Diablo"3 is like a bunch of bloody hemorrhoids in your mouth.
• stupid game,GO TO HELL!. oh wait, it's already in hell. All about it is disappointing. I've been a Diablo fan for a long time but then you give me this.. What the hell Blizzard? This all errors things and your stupid DRM giving me a headache. Why no in steam? money whoring company
• Blizzard apparently had no idea how many people would REALLY want to play this game AFTER WAITING FOR 12 YEARS! The North Koreans had better launches last month than this. Way to go Blizzard.
• It is a very good game, VERY GOOD!!!! It even comes with a challenge, beat the login server, error 37 is the prime evil, if you beat it, all will obey your orders. Now seriously, if you don't mind spending 3 hours to get in, you should totally buy, if not, don't waste your money.
• the worst first person shooter I've ever played cant even log in, and i even stood in line for at least two hours to pay for this dont waste your money BLIZZARD IS FINISHED
• Can blizzard just crawl into a hole and sit there until they starve to death. after they do that they can come back as undead and try to make the game work
• Never played it. And now thanks to all of your reviews i will never buy it and play it. Thanks for saving my money. I don't usually follow what people say but the majority is overwhelming.

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