Febbraio, 2021

Tattiche per impostare campagne Google Ads e migliorare le performance Le novità introdotte da Google Ads e le evoluzioni di ricerca degli utenti, in particolare quella vocale, comportano un costante aggiornamento alla strategia e alla tattica per la gestione delle campagne PPC. Ecco alcune…

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Morte ai Cookie Di Terze Parti! In sintesi il Federated Learning of Cohorts (FLoC) di Google è una soluzione incentrata sulla privacy intesa a fornire annunci pertinenti “raggruppando grandi gruppi di persone con interessi simili”. Gli account sono resi anonimi, raggruppati in…

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Grazie alla sua tecnologia per proteggere i messaggi e i contatti, Signal è la migliore alternativa a WhatsApp (e Telegram). La consigliano e usano tra gli altri Jack Dorsey, CEO di Twitter; Elon Musk, CEO di Tesla; la Commissione Europea (articolo); il Senato degli Stati Uniti; le forze…

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L’arte della SEO supportata dalla scienza Ogni SEO professionista, nel suo processo di analisi, si appoggia a checklist e schemi mentali ripetitivi per aiutarsi nel mare magnum di informazioni e criticità che gli si presentano davanti.  Con la crescente opacità degli algoritmi di Google…

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Il digitale sempre più un asse su cui convogliare marketing, strategia, budget per la comunicazione aziendale. Nel 2020 il Covid ci ha insegnato ad usare meglio e di più internet, ecommerce, mobile app. La pandemia ha costretto molte aziende a modificare o cambiare completamente il modo in cui…

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Evolvere i modelli di attribuzione per incrementare le performance nel Digital Marketing Marketing Attribution è la strategia di analisi per massimizzare il ROI di chi fa campagne Ads, SEO, Comunicazione, Display etc. L’attribuzione del corretto peso e valore ad ogni canale di advertising e…

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Nel 2021 il COVID-19 accelererà le tendenze del settore, con lo shopping che si sposterà sui canali digitali e coi consumatori che continueranno a sostenere l’equità e la giustizia sociale. Dopo i lockdown parziali o totali degli ultimi mesi, molte aziende stanno prendendo decisioni…

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GA 4: l’evoluzione di Universal Analytics Più che un’evoluzione, oseremo definirla un “drastico” cambiamento, non solo dello storico pannello di amministrazione ma di tutto il sistema di tracciamento che apre le porte ad un nuovo e innovativo modello di raccolta ed elaborazione dei dati. Sembra…

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La capacità di apprendere è un valore centrale per le attività di Google. Ogni giorno più di un miliardo di persone si rivolgono alla nostra Ricerca per trovare risposte o scoprire qualcosa di nuovo. Il nostro team dedicato all’Apprendimento e alla Formazione lavora per stimolare questa curiosità e aiutare le persone a sviluppare le proprie conoscenze, mettendole in contatto con esperienze di apprendimento di qualità attraverso i nostri prodotti, che si tratti della Ricerca o di YouTube, di Google Classroom oppure di Chromebook.Dopo oltre 20 anni di esperienza nello sviluppo della Ricerca Google, ho recentemente preso la guida del team dedicato ad Apprendimento e Formazione, di cui fa parte anche Google for Education. L’obiettivo di Google for Education è portare il meglio di Google nel mondo della didattica, un obiettivo su cui ci concentriamo da oltre 15 anni. Durante la pandemia le persone si sono rivolte alla tecnologia come mai prima, per poter restare in contatto, per imparare e per continuare a insegnare anche a distanza. Questa situazione ci ha portato a intensificare il nostro impegno per rendere i nostri strumenti sempre più accessibili e utili.Nell’ultimo anno gli insegnanti e gli educatori ci hanno ispirato con la loro capacità di garantire, nonostante le numerose difficoltà, una continuità nella didattica per i loro studenti. Oggi vorremmo condividere le nostre novità a supporto del loro lavoro, tra cui oltre 50 nuove funzionalità di prodotto.In primo luogo, vogliamo che i dirigenti scolastici e universitari siano in grado di portare innovazione nei propri istituti con prodotti sicuri e flessibili che soddisfino le loro esigenze:G Suite for Education diventa più flessibile e si chiamerà Google Workspace for Education. Google Workspace for Education include tutti i prodotti già utilizzati da oltre 170 milioni di studenti e insegnanti a livello globale, come Classroom, Meet, Gmail, Calendario, Drive, Documenti, Fogli e Slide, ma per andare incontro alle diverse necessità di utilizzo sarà disponibile in quattro versioni distinte – Google for Education ne aveva solo due, la versione gratuita e quella Enterprise. La versione gratuita si chiamerà Google Workspace for Education Fundamentals e chi usa questa versione non vedrà alcun cambiamento a parte il nuovo nome e nuove funzionalità.Classroom si arrichisce di nuove funzionalità, tra cui strumenti analitici avanzati per organizzare il flusso delle lezioni all’interno dell’istituto.Le nuove funzionalità in arrivo su Meet offriranno maggiore visibilità e controllo, inclusa la possibilità di impostare criteri specifici per chi può partecipare alle videochiamate, aumentandone così la sicurezza.Siamo inoltre impegnati a creare una tecnologia che sia più vicina agli insegnanti, per permettere loro di concentrarsi su ciò che sanno fare meglio: aiutare gli studenti a raggiungere il loro pieno potenziale.I componenti aggiuntivi di Classroom, in arrivo entro la fine dell’anno, consentiranno agli insegnanti di integrare i loro materiali direttamente nell’interfaccia di Classroom. Avranno anche un accesso più facile a strumenti per comprendere il coinvolgimento degli studenti, in modo da poterli seguire al meglio.Attraverso nuove funzionalità di Meet gli insegnanti avranno un maggiore controllo sulle aule virtuali, inclusa la possibilità di terminare la riunione per tutti i partecipanti e disattivare l’audio per tutti contemporaneamente, riuscendo così a organizzare meglio il flusso della conversazione.Infine, vogliamo fornire agli studenti gli strumenti di cui hanno bisogno per svolgere le proprie attività al meglio, ovunque si trovano.Meet funzionerà meglio in caso di larghezza di banda ridotta, per dare la possibilità agli studenti con connessione Internet debole di poter continuare a seguire le lezioni. Entro la fine dell’anno aggiungeremo anche una funzionalità per caricare immagini di compiti cartacei e per far funzionare offline l’app Classroom per Android, in modo che gli studenti possano scaricare i compiti e completarli anche in assenza di una connessione stabile.Quest’anno introdurremo le reazioni emoji su Meet – attivabili a discrezione dei docenti – per dare la possibilità agli studenti di interagire in modo leggero senza disturbare la lezione.Nuove funzionalità che rendono i prodotti più accessibili, come i cursori colorati su Chromebook e Switch Access – che consente di interagire con un dispositivo Android utilizzando uno o più sensori anziché il touchscreen – consentiranno agli studenti di adattare gli strumenti alle loro esigenze.Grazie all’attenzione e all’ascolto che dedichiamo agli studenti, agli insegnanti e ai dirigenti scolastici – i veri esperti dei nostri prodotti – possiamo migliorare ogni giorno. Quella che ieri sembrava magia, oggi è diventata la normalità e nuove aspettative si fanno avanti. Mano a mano che la tecnologia progredisce e migliora, faremo in modo che gli strumenti per la didattica ne traggano i benefici.L’insegnamento e l’apprendimento non si sono fermati nell’ultimo anno, nonostante gli ostacoli imprevedibili e le molte incognite causate dalla pandemia. Il merito va tutto agli eroici sforzi degli insegnanti e dei dirigenti scolastici, così come degli studenti e delle loro famiglie. Siamo orgogliosi di poter lavorare insieme a loro per rendere la didattica più accessibile a tutti e per offrire un’esperienza il più possibile utile e formativa.Scritto da: Ben Gomes, SVP Learning & Education

Dr. Marian Croak has spent decades working on groundbreaking technology, with over 200 patents in areas such as Voice over IP, which laid the foundation for the calls we all use to get things done and stay in touch during the pandemic. For the past six years she’s been a VP at Google working on everything from site reliability engineering to bringing public Wi-Fi to India’s railroads.Now, she’s taking on a new project: making sure Google develops artificial intelligence responsibly and that it has a positive impact. To do this, Marian has created and will lead a new center of expertise on responsible AI within Google Research.I sat down (virtually) with Marian to talk about her new role and her vision for responsible AI at Google. You can watch parts of our conversation in the video above, or read on for a few key points she discussed.Technology should be designed with people in mind. “My graduate studies were in both quantitative analysis and social psychology. I did my dissertation on looking at societal factors that influence inter-group bias as well as altruistic behavior. And so I’ve always approached engineering with that kind of mindset, looking at the impact of what we’re doing on users in general. […] What I believe very, very strongly is that any technology that we’re designing should have a positive impact on society.”Responsible AI research requires input from many different teams.“I’m excited to be able to galvanize the brilliant talent that we have at Google working on this. We have to make sure we have the frameworks and the software and the best practices designed by the researchers and the applied engineers […] so we can proudly say that our systems are behaving in responsible ways. The research that’s going on needs to inform that work, the work we’re doing with engineering better solutions, and it needs to be shared with the outside world as well. I am thrilled to support teams doing both pure research as well as applied research — both are valuable and absolutely necessary to ensure technology has a positive impact on the world.’’This area is new, and there are still growing pains.“This field, the field of responsible AI and ethics, is new. Most institutions have only developed principles, and they’re very high-level, abstract principles, in the last five years. There’s a lot of dissension, a lot of conflict in terms of trying to standardize on normative definitions of these principles. Whose definition of fairness, or safety, are we going to use? There’s quite a lot of conflict right now within the field, and it can be polarizing at times. And what I’d like to do is have people have the conversation in a more diplomatic way, perhaps, than we’re having it now, so we can truly advance this field.”Compromise can be tough, but the result is worth it.  “If you look at the work we did on VoIP, it required such a huge organizational and business shift in the company I was working for. We had to bring teams together that were very contentious — people who had domain expertise in the internet and could move in a fast and furious way, along with others who were very methodical and disciplined in their approach. Huge conflicts! But over time it settled, and we were able to really make a huge difference in terms of being able to scale VoIP in a way that allowed it to handle billions and billions of calls in a very robust and resilient way. So it was more than worth it.”(Photo credit: Phobymo)

With every major Android release, we want to strike the right balance between improving security and manageability and making the platform more usable and private for employees. With Android 12, now in developer preview, we’re introducing a number of features that not only bolster security, but also provide more simplicity and utility for IT and more privacy and productivity for employees. Simplifying password complexityFor users on work profile devices, we’re introducing a more straightforward, modern approach to password restrictions. Instead of granular requirements that often result in easily forgotten passwords, we’re establishing pre-set complexity levels of high, medium or low that will be used to access the device. With Android hardware-backed brute force protections in place since 2016, IT doesn’t have to employ super-complex restrictions, which can still be guessed by computers. By utilizing the new complexity levels along with other Android security protections, including SafetyNet Attestation API and Google Play Protect, IT teams can be assured devices are safe and easy to use for employees.Easily set up a work security challengeAdmins can still utilize a more granular password, if they prefer, through the work security challenge to manage access to business apps in the work profile. The work security challenge enables an IT-approved password for access to data in the work profile, separate from a simplified password for the device. We’ve improved the device setup process to prompt employees if their provided password doesn’t meet complexity requirements set by their admin. Users who receive a prompt can simply choose to increase the strength of their device password or set up a work security challenge to access apps in the work profile. If approved by IT, employees can also switch back to one password for both work and personal if they change their mind. For company-owned devices, admins will be able to choose whether they use the new password complexity levels or continue using the more granular restrictions.Certificate management on unmanaged devicesCertificate management is a critical tool that allows enterprises to enable authentication for employee access to remote services. Today, the process can be seamlessly handled on managed devices through an Enterprise Mobility Management’s (EMM) device policy client, which can programmatically generate keys, install certificates from the Android KeyChain service and present them for authentication. In Android 12, we’re streamlining credential management for unmanaged devices by making the process available to apps beside the device policy client. With this expanded credential management, more companies can extend secure access to employees regardless of their location, a key requirement in the COVID-19 era. Additionally, employees can avoid the cumbersome, manual process of installing certificates themselves.Enrollment-specific IDs for personal devicesFor employee-owned managed devices, we’re creating a new enterprise-specific device identifier that may help enhance privacy in the event an employee leaves their current employer. Instead of relying on hardware identifiers such as IMEI or serial numbers, personal devices will get a new identifier derived programmatically during enrollment. Enrollment-specific IDs allow IT admins to identify the device if it’s re-enrolled at the same organization, even if the device is factory reset. But these IDs limit IT’s ability to track the device if the employee leaves the company. Today’s initial preview covers some of the features you’ll see in the next release of Android with more to come as we get close to launch. Learn about the enterprise features in the Android 12 Developer Preview at the Android developers website. To give Android 12 a try, you can download it to a Pixel device today.

Jacquard by Google aims to simplify your digital life by turning everyday things, like sneakers and jackets, into intuitive interfaces. A connected jacket with woven Jacquard technology lets people connect to their smartphone and use simple gestures to trigger functions from the Jacquard app. With this interactivity and connectivity built in, you can tap your sleeve to hear directions to your next destination or brush your cuff to change the song playing on your compatible music service. Jacquard technology works for phones running Android 6.0.1 or newer and iOS 11 or newer.As a team, we’re motivated to understand how connected garment technology can provide access to digital services in situations where traditional mobile devices are difficult or inconvenient to use. As part of that goal, we started a series of research projects to explore and discover how Jacquard technology can help people with disabilities live more independent lives. We worked with Champions Place, a shared living residence for young adults with disabilities in the greater Atlanta area. Residents at Champions Place tried out the Jacquard Levi’s ® Commuter Trucker Jacket and let us know how a connected garment could be even more helpful to each of them. We discovered that for the residents at Champions Place a connected jacket gave them a simple and unobtrusive way to access technology on the go. For example, many residents at Champions Place commonly rely on emergency call solutions—usually a device worn around the neck that lets them quickly call for assistance. Those who use these devices imagined how the connected garment could be used as a discreet and less obtrusive alternative while blending into their daily lives. Once technology becomes part of the things you wear every day, fashion choices become as important as function. One resident trying out the Jacquard connected jackets admitted, “I am not necessarily a jean jacket person. I am thinking it will be useful that I can have a band that can be slipped on, underneath different sleeves or jackets, that way it is not tied to one piece clothing.” It’s feedback like that, that helps us to explore design solutions that people want to wear. We learned that fashion style and form factors, like a smart jacket or connected patch, matter, and one solution doesn’t fit all. Our work with Champions Place has just started. So far, the feedback has helped us envision how technology like Jacquard can help people live more independent lives without sacrificing style. Enhancing everyday objects with digital functionalities can lead to products that are helpful, comfortable, easy-to-use and stylish for everyone — including people with disabilities.Learn more about Jacquard by Google.   Related ArticleYoung adults with physical disabilities find independenceWe worked with Champions Place, a shared living residence for young adults, to make it as accessible as possible to its residents using a…Read Article

Starting today, the Apple TV app, including Apple TV+, is now globally available on the new Chromecast with Google TV, with more Google TV devices to come. To access the Apple TV app, navigate to the Apps tab or the apps row in the For you tab.Google TV gives users with subscriptions to Apple TV+ the ability to tune into award-winning original shows, movies and documentaries from the world’s most creative storytellers. You can enjoy Apple Originals, including series like “Ted Lasso,” which was recently nominated for two Golden Globes, “For All Mankind” season two debuting tomorrow, “The Morning Show” and “Servant,” as well as movies like “Greyhound” and “Palmer.” The Apple TV app also gives you access to your library of movie and TV show purchases from Apple, as well as personalized and curated recommendations and Apple TV channels. And with Family Sharing, up to six family members can share subscriptions to Apple TV+ and Apple TV channels.With Google TV in the U.S., you can browse Apple Originals in your personalized recommendations and search results. And with Google Assistant, you can also use your voice to ask Google to open the Apple TV app or play an Apple Original title. If you aren’t ready to watch right away, you can add Apple Originals to your Watchlist for later. These features will roll out globally in the coming months.The Chromecast with Google TV is packed with the latest technology—it streams crystal-clear video in up to 4K HDR at up to 60 frames per second and now has a voice remote. The remote has a dedicated Google Assistant button that helps you find something to watch, answer everyday questions like “how’s the weather?” or dim your compatible smart home lights with just your voice. It also eliminates the need for multiple remotes thanks to programmable TV controls for power, volume and input. In addition to Chromecast with Google TV, the Apple TV app will also be available on Google TVs from Sony and TCL. We plan to roll out to more Android TV-powered devices in the coming months.

On February 13, Google Research’s own John Anderson was the recipient of the Academy Award for Technical Achievement — an award given annually for technical accomplishments that “contribute to the progress of the motion picture industry.” John is being recognized for contributions to the Taz Hair Simulation System developed during his time at Pixar. His work is most notably featured in Pixar’s movie “Brave,” powering the springy curls of the main character Merida. This is John’s second Academy Award over his 14 years working in film. He received his first in 2002 for his work on George Lucas’ Industrial Light and Magic’s Creature Dynamics System, which similarly enabled the realistic animation of movement of hair, skin and clothing used in movies such as “Star Wars: Episode I,” “The Mummy” and “Mighty Joe Young.”Mark Meyer (left) – Research Group Lead at Pixar and John Anderson (right) – Principal Scientist at Google Research during their shared time at Pixar.Simulation is a difficult computational problem, as it attempts to recreate a continuous physical world using a limited amount of compute power. To make the real world processable by computers, designers of a simulation must “discretize” or chunk the world into coarse pieces and calculate the physical interactions between those coarse chunks. Within those chunks, simulation designers must “parameterize,” or make assumptions about the behavior of the world, as computing the physics beyond this point would be too expensive. The art of simulation is tuning these assumptions and balancing the accuracy, scale and cost of the recreation of the physical world.Example of the output of the Taz Hair Simulation System.For curly hair, like Merida’s in “Brave,” there are countless collisions between individual strands of hair at any given time. Even more complicated are the individual physics of those strands of hair, effectively acting like small springs. The hair simulation technology used in Brave employed clever mathematical schemes which kept the computational cost low, enabling animators to work quickly and efficiently, while still maintaining a high degree of physical accuracy, ensuring that Merida’s tight curls still bounced and flowed like real hair.Before joining the film industry, John served for nearly 14 years as a professor of Atmospheric and Oceanic Sciences at University of Wisconsin-Madison. It was this experience in physics and computational fluid dynamics which served as a basis for a number of his contributions across his film career. At Google, John now focuses on leveraging his unique background to help the world combat the effects of one of the day’s most pressing issues: climate change. John leads a group within Google Research that explores how we can improve simulation to better model the climate and climate-change-exacerbated phenomena like floods and wildfires.Like in hair animation, large climate models depend on the individual interactions of small scale processes, such as the turbulent or chaotic movement of individual clouds. However, instead of the clever mathematical schemes used for Merida’s hair, John’s research group focuses on using machine learning to predict the dynamics of the physics, enabling modellers to both improve the accuracy of those “within chunk” assumptions or replace the model altogether with a machine-learned equivalent.John’s group employs Google’s TPUs to generate high resolution recreations of floods, wildfires and clouds. The outputs of these simulations are used to train machine learning models which can then be used within subsequent simulations to reduce cost and improve accuracy. His group believes that through the application of machine learning to simulation, we will be able to create more efficient models that will accelerate our ability to predict and prepare for the effects of climate change.From bringing to life the smallest details in animation and film to improving global models of climate and weather, John’s work has greatly advanced how we understand the dynamics of the physical world. Congratulations, John!

For many of us, Google Maps is the place we go for information about the world around us. We search for businesses, seek directions, check photos and read reviews. One way Maps is kept accurate and reliable is through updates that everyday people add. Since we started accepting contributed content in 2010, more than 970 million people have updated Google Maps in the form of reviews, photos, ratings and factual information like addresses and business hours. These contributions allow Google Maps to keep up with the world constantly changing around us and also help people make more informed decisions.Just as Google Maps is a reflection of the real-world, so are the people that contribute to it. The same neighbor who lends a hand could also be writing witty reviews of local restaurants. Unfortunately, the opposite is also true. Just as there are bad actors in the real-world, there are those who try to game Google Maps with inappropriate content — the vast majority of which is removed before you see it.While much of our work to prevent inappropriate content is done behind the scenes, we wanted to share some detail about our investments and progress in keeping Google Maps reliable and trustworthy. How we single out the bad actorsBad actors try to mislead people through a variety of techniques, from fake reviews that attack a business to inauthentic ratings that boost a place’s reputation. Fighting this unhelpful content is a complex, ceaseless battle — one that we rarely detail publicly so as to not tip off scammers to our ever-changing techniques.One of the best tools we have to fight back is an understanding of what normal, authentic Google Maps usage looks like. For example, we know that the average person is likely to use Google Maps while navigating a commute or road trip, and while searching for nearby restaurants or services. They’ll leave reviews at places they’ve been, and usually add ratings or photos in location-specific clusters.Observations like these inform our machine learning algorithms, which scan millions of daily contributions. These algorithms detect and remove policy-violating content across a variety of languages, and also scan for signals of abnormal user activity. For instance, they can detect if a new Google Maps account in say, Bangkok, suddenly leaves bad car dealership reviews in Mexico City and 1-star restaurant ratings in Chicago. The policy-violating content is either removed by our automated models or flagged for further review, along with the user account.We also deploy thousands of trained operators and analysts who help with content evaluations that might be difficult for algorithms, such as understanding reviews with local slang.Who are the bad actors and how do we stop them? Our teams and protections are built to fight two main types of bad actors: content fraudsters and content vandals.Fraudsters, who are ultimately motivated by money, try to trick people with scams like fake reviews to attract customers or fake listings to generate business leads. To deter them, we preemptively remove opportunities for them to profit off of fake content. For example, we have focused efforts on detecting content coming from click farms where fake reviews and ratings are being generated. Through better detection of click farm activity we are making it harder to post fake content cheaply, which ultimately makes it harder for a click farm to sell reviews and make money. And to catch fake business profiles before they appear on Maps, we’ve strengthened our Google My Business verification processes with new machine learning models that help identify fraudulent engagement. By fighting large-scale efforts to create fake business profiles, we’ve stymied millions of attempts from fraudsters aiming to steal customers from legitimate businesses by crowding them out of search results. Then there are content vandals, who may be motivated by social and political events or simply want to leave their mark online. For example, they post fake reviews or edit the names of places to send a message, and they add off-topic photos as pranks.Content vandalism can be more difficult to tackle as it’s often random. For instance, a teenager who posts an off-topic photo to their high school’s listing on Maps as a joke or someone who left profanity in a nonsensical review.Impeding content vandals comes down to anticipation and quick reaction. As places become more prone to vandalism, we adjust our defenses. For instance, last year we quickly modified our algorithms to preemptively block racist reviews when we observed anti-Chinese xenophobia associated with COVID-19. To avoid the spread of election-related misinformation, we limited the ability for people to edit the phone numbers, addresses and other information for places like voting sites. And we restricted reviews for certain places where we saw higher rates of policy-violating content, like schools in the U.S. Our progress in fighting unwelcome contentWith the help of people and technology that closely monitor Maps 24/7, we’re able to take swift action against scammers, ranging from content removal and account suspension to litigation. In 2020 alone, we took the following actions to ensure the content you see in Google Maps is reliable:We blocked or removed 55 million policy-violating reviews and nearly 3 million fake Business Profiles. This is 20 million fewer reviews than we removed in 2019 as we saw a drop in the overall number of reviews due to fewer people being out and about during COVID-19.We took down more than 960,000 reviews and more than 300,000 Business Profiles that were reported to us by Google Maps users. This is an increase over 2019 largely due to increased use of automated moderation which complements the manual review of flagged content performed by operators and analysts.We reviewed and removed more than 160 million photos and 3.5 million videos that either violated our policies or were of low quality. For example, thanks to advancements in our automated systems, we’ve significantly improved our detection of photos that were extremely blurry. This has led to major improvements in the quality of photos on Maps – both new photos added and ones shared in years past. And as we more aggressively targeted bad actors overall, account removals could lead to deletion of all content left by one account, in some cases thousands of photos.Our technologies and teams disabled more than 610,000 user accounts after detecting and investigating suspicious or policy-violating behavior.  We stopped more than 3 million attempts by bad actors to verify Business Profiles on Google that didn’t belong to them.Content contributed by our users is an important part of how we continue to make Google Maps more helpful and accurate for everyone. As more people share their local knowledge on Google Maps, we’ll continue to invest in the policies, technologies and resources needed to make sure information is reliable.