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pple’s decision to develop its own gaming platform seems to be aimed first and foremost at bolstering the sale of the hardware it produces, which in recent years has been in competition with Android systems. However, it is also expected to address other issues that now cloud the gaming experience on iOS devices. The value of PlayStation games is declining. People are hesitant to pay NIS 15 for full games and if they choose free games, they have to deal with poor content and a flood of advertising that interferes with the game experience. Apple hopes that investment in quality content offered to subscribers will strengthen their commitment to the platform, and will also allow developers to make quite a bit of money. When the service launches this fall, Apple should have an arcade of over 100 quality games that are exclusive to the platform.Further on, industry is waiting for Amazon’s opinion, which in recent years has been investing huge sums in gaming. As with Google, Amazon also has a huge cash pool, successful cloud services, far-reaching content ambitions and a great appetite for success. If it also offers gamers a similar service to Stadia, in the next few years there will be a struggle between technology giants that will cause the wars of consoles of the previous decade to look like children’s games. Are search engines really relevant?

The search engines’ story does not start and end with Google. They are found on every site and platform and they always play a similar role: to act as the gatekeeper of the Internet and information about it. Be the map, not just the key, to efficiently access information – any information – found on the network. Some of the information is entirely ours and part of others. Without the search engines we can not get to where we need to and we will not know how to avoid unnecessary sites or shelves.For active users it seems very simple: type a few words in the search bar, click on the keyboard glass and results flowing instantly. Although many times we do not find what we are looking for, but in many cases we do, which in itself is spectacular considering the vast amount of information available. But how many times have you felt that the search engines produce results that are perhaps objective, relevant, but subjective, not “attractive”? How many times have you felt deep frustration at finding an esoteric information item in a Watsap conversation? How many word refinements were required of you to find the name of the recommended family doctor who spoke about her in a specific group on Facebook or to find movies from the Doco Crime category on Amazon Frame? That we will not talk about trying to find something in Twitter’s search engine, finding important information on the Tax Authority website, or even finding a specific Google Play application.

Sometimes it feels like there is a confusing tension between the skill of the technology giants and the search engine they developed. Sometimes it feels like they really chose to be lazy, sometimes as if they were looking for ways to make our lives miserable. The truth is far from that. Search is a holy glass of technology companies that need not only to be able to sort, organize and retrieve the right information at the right time, but also to keep up with the pace of modern life in which information is constantly changing and changing. The larger the platform, the more precise the calculations must be. And cultural. But at least they are also seasoned with business and economic preferences. These can all create a failed experience for us, while they serve the engine architects well.Search engines work in algorithm direction. An algorithm is not a formula, but a set of rules that guides calculations, actions, and problem solving using a computer. In principle there are infinite formulas of an algorithm, and each time the architect responsible for its construction adds or subtracts something, it will affect the final result. The algorithm, for example, will determine which data will be collected and where, what relationship will be considered sufficient to define the scope of the search and which result will receive some sort of ranking or precedence. That is to say, many times what seems like a terrible search engine is actually a search engine that fully fulfills the needs of its owner.The interests behind the engine are especially diverse political and cultural tendencies, the desire to fascinate us as much as possible on the site to cross-business and economic interests. This of course without undoing the fact that there are sites with search engines that are completely poor due to lack of resources, skill or question of prioritization. This category is noteworthy for almost all the online sites of newspapers in Israel and around the world.

Search engines influence political choicesIf you ask US President Donald Trump, sometimes the political interest. “Google’s search results for” Trump News “show only results / reporting of fake news media. In other words, they are tilting it for me and others so that all the stories and the news are bad, “piped the President in the last August. The conservative / fair Republican media remains outside. Illegal? 96% of the results on Trump News are from the left-wing media, very dangerous. Google and others are suppressing conservative voices and hiding good information and news. They control what we can and can not see. This is a very serious situation – it will be treated! “The squeak was particularly surprising because only a month earlier the European Commission had imposed a $ 5.1 billion fine on Google for using monopolistic tactics “to base its dominance as a search engine and to strangle innovation illegally,” Trump himself defended Google. “The European Union has hit a $ 5 billion fine on one of our biggest companies, Google, they really took advantage of the US, but not for long!”A search engine like Google supposedly gives access to existing information, any information whatsoever. This seems like a very simple equation of search and find, but many studies have shown that search engines influence the design of political choices that consumers make because of the great trust they attribute to ranking results. A pair of Princeton researchers also found that systematic bias in search results could change the minds of up to 20 percent of undecided voters and could be much higher in specific demographic groups. “A search engine company has the power to influence the results of a significant number of election campaigns,” they say in a study done in 2015 and before the Russian threat. “The impact will be particularly significant in countries controlled by a single search engine.” Are Trump’s search results really being pushed down by Google’s deliberate tuning? The answer is probably a little more complex and includes the fact that media with the strongest reputation are perceived as liberal in combination with Google’s monetization method. In recent years, companies have invested more than $ 20 billion a year in order to rise in Google’s search engine rankings. One main way to do this is simply to pay for professionals who create the appearance of a strong brand (not to strengthen the brand itself). Another main way is simply to pay Google to go up in rankings if selling ads or selling specific keywords to advertisers. In any case, it is an entire industry that produces a distorted reality of information arrangement.

Along with the external manipulation of search results, other studies have shown that search engines are categorically non-neutral and that embedded in their design preferences of values ​​and words over others. Identifying the human values ​​embodied in those technological products is almost impossible because Google and others maintain their algorithmic structure as a trade secret.Facebook and Twitter also suffered accusations of writing a liberal search algorithm. The accusations that led the CEOs of the two companies to appear before the US House of Representatives in the past year, but the problem of Facebook, Twitter and all the social networks is not primarily political but a problem of relevance. The rest has to track the money, and if the search threat is likely there is no money for them.Facebook, which manages information of 2 billion users, knows that as it grows and wants to reach more populations in the world, it must provide a better search tool than the small competing networks that run much less information. The problematic search engine that was launched somewhere else in 2013 has really improved recently and re-launched it. “As we type,” they wrote on Facebook, “we will focus on what is happening now so that you can follow popular stories as they develop.” The results themselves are based today on the preferences and habits of the same user, on Facebook do not attempt to correct the search and display placement-oriented results. This philosophy says de facto that for users it is a search that finds its way roughly through the mountain of information that the company manages, focusing more on the user and a little less on the query itself.It is still too early to understand whether the change will be greeted warmly by users, which is clear that elegant and simple solutions are always preferred by the masses. This was best described by one user who responded to Mark Zuckerberg’s last post of thousands of words in which the company’s founder outlined the fundamental change his company was going to move from a social monster to an encrypted platform based on close connections between users. “All we wanted was a dyslex button.”

Regulators want to expose the search algorithmMany maintain today that the key point in the regulation of giants is on the search engine algorithm, which until now has been a secret. The matter has become particularly hot in recent months when European Commission regulators and other European regulators have begun legislative efforts to force companies to disclose their search algorithm, which is designed to provide the global company with strict ethical standards for organizing information presented by search engines and displaying it in digital public libraries .This is the only way to ease the tension in the current situation in which a pluralistic, multi-cultural, and biased reality of life is dominated by a handful of private American companies that profit from the global flow of information. These tools will serve the general public not only when displaying search results on Google, but will also help them understand why they see a particular product in Amazon compared to another product, will clarify why certain posts of certain people or organizations take precedence over others in Facebook or Twitter results And maybe they’ll save important but forgotten engines like newspapers and government websites  Google makes its emails interactivehe new feature will allow users to perform various actions via the email itself, such as confirm arrival of events or fill out forms, without having to switch from the email to the browserGoogle has launched a new feature called “dynamic email,” which will make email interactive, allowing users to perform various actions through the email itself, such as confirming events or completing forms without having to switch from the email to the browser. “In the last decade, our experiences on the Web have changed tremendously and have evolved from static and flat content to interactive applications, but the email remains almost the same, static messaging, when we wanted to take action, we had to click on a link to visit another site, , Was written on the official Google blog post that introduced the change.

Google has presented several examples of the use of the new feature, such as when receiving comments on a Google Docs document. Instead of receiving separate email alerts on every comment like today, Gmail will see a threaded thread from which to comment on each comment from the email itself. The feature is not valid for Google services alone, and another example concerns OYO Rooms, which will allow you to review recommended hotels from the email itself.At present, Google’s number of partners that support a limited format, including Bocking, Doodle, Pinterest and a number of other companies. The feature was launched last night and will gradually reach Gmail users, and Google said that in the future it will also be available in Gmail from the mobile.

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