< Previousedge smart buys 40 edge_may 2024 Additionally, the solution employs AI-powered automation to streamline the tagging process and analyse the elements within creatives, such as scenes and visual components. It saves time and resources and ensures accuracy and consistency in tracking and analysing creative performance. The ‘Creative Optimization Solution’ was designed to cater to the evolving needs of marketers and advertisers in a competitive and intricate advertising landscape. AppsFlyer aims to empower companies of all sizes to achieve their advertising goals more efficiently and effectively by providing a comprehensive and user-friendly platform for visualising, analysing, and optimising creative performance. The solution empowers stakeholders across performance marketing, creative, and business intelligence (BI) teams to collaborate to craft diverse asset variations, test and validate winning variables within advertisements — saving time and resources while elevating performance. Marketing teams now possess the tools to make creative decisions that marry human intuition with the precision, speed, and scalability of the AI capabilities embedded within the product. The ‘Creative Optimization Solution’ offers functionalities to simplify the complex task of tracking and analysing creative performance across various advertising networks. At its core, the solution provides users with comprehensive visibility into the performance of their creatives within different advertising campaigns. Smart emphasises that the solution applies to companies of all sizes, from startups to large enterprises, in the mobile gaming industry. Critical prerequisites for successful implementation include focusing on user acquisition, a willingness to analyse and iterate on creative assets, and a data-driven marketing approach. While initially tailored to mobile gaming companies, the solution may also apply to other industries as advertising strategies evolve. The solution is designed to meet the needs of any company that relies on advertising to drive user acquisition and engagement. Overall, the ‘Creative Optimization Solution’ offers a flexible and scalable platform for companies of all sizes to maximise the effectiveness of their advertising campaigns and drive better results. By leveraging AppsFlyer’s advanced attribution capabilities, users can track installs, engagements, and other vital metrics back to specific ads and creatives, enabling them to measure the impact of their advertising efforts accurately. One key benefit of the solution is its ability to empower users with actionable insights to optimise their campaigns effectively. By visualising the performance of individual creatives, users can identify top-performing assets, assess the effectiveness of different messaging and design elements, and make data-driven decisions to maximise ROI. “For example, users can track metrics such as click-through rate (CTR), cost, and budget allocation for each creative, allowing them to allocate resources more efficiently and optimise their Adam Smart, Director of Product (Gaming), AppsFlyeredge_may 2024 41 edge smart buys campaigns for better performance,” said Smart. This product brings out several technical differentiators of the solution, including AppsFlyer’s expertise in attribution and data aggregation, AI- powered automation for tagging and analysis, and the ability to provide comprehensive insights into individual creative elements. Unlike competing solutions, AppsFlyer integrates attribution data with creative performance metrics, giving users a holistic view of their advertising efforts in a single platform. The solution’s AI-powered automation capabilities streamlines the tagging process and can analyse the elements within creatives, such as scenes and visual components. This saves time and resources and ensures accuracy and consistency in tracking and analysing creative performance. Additionally, the solution offers advanced features such as A/B testing and experimentation, allowing users to optimise their creatives based on real-time data and insights. AppsFlyer worked with over 100 companies, including fintech company Dave and mobile gaming leader Papaya Gaming, through the development and testing of of the product. Companies across gaming, fintech, e-commerce, and entertainment industries employed the product to enhance their marketing efforts to great effect. Brands utilising the product were able to grow their ad spend by over 300 per cent while seeing vast improvements in key performance indicators. Campaigns resulted in increases in ad click-through rates of up to 50 per cent, decreases in cost-per- install by 30 per cent, and saw up to 100 per cent growth in customer retention and revenue metrics. “Overall, the solution’s technical capabilities set it apart from competitors by offering a comprehensive and user-friendly platform for visualising, analysing, and optimising creative performance across various advertising networks,” said Smart. He added that resource constraints initially posed challenges during the development process, leading to slower progress than desired. Additionally, aligning with various advertising networks to standardise data formats and integration methods required significant effort. “However, through perseverance and collaboration with partners, the team successfully overcame these challenges and refined the solution to meet market needs,” said Smart. One of the key lessons learned during the solution’s development and testing was the importance of collaboration and feedback from design partners and early adopters. By working closely with these stakeholders, the team gained valuable insights into the solution’s usability and effectiveness, allowing them to iterate and improve upon it over time. “Overall, the development and testing phase of the Creative Optimization Solution presented its share of challenges, but also valuable lessons that helped shape the final product into a robust and effective platform for optimising creative performance,” said Smart. The future roadmap includes plans to explore AI- driven video creation prompts based on performance insights. While the solution currently focuses on visualising and analysing existing creatives, future iterations may further incorporate generative video creation capabilities to streamline the creative process. By leveraging AI and automation, the solution aims to provide users with personalised recommendations for creating effective video ads based on their campaign performance and target audience. This approach saves time and resources and ensures that creatives are tailored to maximise engagement and ROI. Overall, the future development of the creative optimisation solution is centred around empowering marketers and advertisers with AI-driven insights and recommendations to create more effective and engaging advertising campaigns. As technology evolves, AppsFlyer remains committed to staying at the forefront of innovation in creative optimisation and advertising analytics. AppsFlyer, Creative Optimization Solution42 edge_may 2024 tech tips Protect yourself online Essential tips to fight cyber attacks SECURITY By Sindhu V Kashyap C yber attackers often rely on the expectation of human error to exploit vulnerabilities, gaining unauthorised access to your devices and sensitive data. However, by implementing proactive measures and maintaining regular vigilance, you can effectively safeguard yourself and your personal information. Utilise strong and unique passwords for each account Your passwords serve as the primary defence barrier against hackers accessing your online accounts, including social media, banking, and email platforms. Employing robust passwords for each account significantly increases the difficulty for hackers to compromise your data and identity. Best practices for creating strong passwords include opting for longer passwords, ideally exceeding 10 characters, and incorporating a mix of uppercase and lowercase letters, numbers, and symbols. Avoiding password reuse across multiple accounts is crucial to prevent a single compromise from impacting others. Additionally, it’s essential to steer clear of predictable alterations such as appending numbers or symbols to existing passwords, instead opting for entirely unique combinations. Leverage a password manager for secure storage Password managers not only securely store your credentials but also provide alerts in case of potential risks, such as recent data breaches. By centralising your passwords in a password manager, you remove the need to memorise numerous complex passwords while ensuring they remain secure.edge_may 2024 43 tech tips Recommended practices for utilising a password manager include disabling auto-complete features to mitigate associated risks and refraining from relying on built-in password managers within browsers or devices, as they pose security vulnerabilities. Furthermore, regularly scanning the dark web for any compromised credentials using tools like a dark web scanner enhances proactive security measures. Enable two-factor authentication (2FA) Implementing 2FA adds an additional layer of security by requiring two forms of authentication for account access, reducing the risk of unauthorised entry. This supplementary security measure significantly bolsters the protection of your online accounts, making it exponentially more challenging for hackers to gain unauthorised access. Simple steps to enable 2FA for various accounts, such as Google and Apple IDs, can significantly enhance security measures, providing peace of mind regarding account security. Opt for authenticator apps over SMS for 2FA Authenticator apps offer a more secure alternative to SMS for receiving 2FA codes, mitigating the risk of SIM swap attacks. By utilising authenticator apps such as Okta, Authy, or Google Authenticator, you add an extra layer of protection to your accounts, making them less susceptible to unauthorised access attempts. Selecting reputable authenticator apps enhances the security of your accounts by ensuring that 2FA codes are delivered securely and are inaccessible to malicious actors attempting to intercept them. Maintain secure backup email and phone numbers Establishing backup email addresses and phone numbers aids in account recovery and identity verification, reducing exposure in case of a breach. In the event of a compromised account or forgotten credentials, having secure backup email addresses and phone numbers ensures that you can regain access without relying solely on primary contact information. Consider using alternate phone numbers like those from Google Voice for added security, ensuring that critical communication channels remain protected even in the event of a security incident. Recognise phishing scams and their warning signs Phishing scams, aim to deceive individuals into disclosing sensitive information. Identifying warning signs such as suspicious sender details, urgent language, and discrepancies in message content helps thwart phishing attempts, enabling you to discern legitimate communication from fraudulent attempts to obtain personal or financial information. Exercise caution regarding suspicious links Avoid clicking on links in suspicious emails, texts, or social media messages, as they may lead to malware- infected sites or phishing pages. Hover over links to verify their destinations or access accounts directly through official websites or apps, reducing the risk of inadvertently exposing yourself to malicious content. By exercising caution and verifying the authenticity of links before clicking on them, you can minimise the likelihood of falling victim to phishing attacks and other online threats. Utilise safe browsing tools for added protection Safe browsing tools effectively block fake websites, malware, and phishing attempts, enhancing online privacy and security. Consider leveraging built-in Safe Browsing features in browsers or comprehensive solutions like Aura for holistic protection, safeguarding your online activities from potential threats. By utilising safe browsing tools, you can browse the internet with confidence, knowing that advanced technologies are actively working to identify and block malicious content. Opt for authenticator apps over SMS44 edge_may 2024 LENOVO THINKBOOK PLUS GEN 5 HYBRID Lenovo continues to push the boundaries of laptop innovation with its latest offering, the Lenovo ThinkBook Plus Gen 5 Hybrid. This hybrid device seamlessly blends the worlds of Android and Windows operating systems, offering users a unique and versatile computing experience. At the heart of the ThinkBook Plus Gen 5 Hybrid lies its dual-processor configuration. Powered by the Qualcomm Snapdragon 8 Plus Gen 1 processor, the tablet component boasts a vibrant 14-inch, 2.8K OLED screen, perfect for multimedia consumption and productivity on the go. Meanwhile, the Intel Core Ultra 7 chip housed in the base allows the device to function as a standalone Windows system when connected to an external monitor. This innovative approach raises intriguing questions about the future of computing—is there a demand for two different operating systems sharing the same hardware? With the ThinkBook Plus Gen 5 Hybrid set to hit the market in the second quarter of this year at a price of $2,000, it’s poised to challenge traditional notions of laptop functionality and versatility.edge_may 2024 45 gadget watch MSI unveils its latest gaming behemoth, the Titan 18 HX, setting a new standard for gaming laptops. This powerhouse device combines cutting- edge technology with a sleek design to deliver an unparalleled gaming experience. Gone is the bulky forward hinge of its predecessor, replaced by a more streamlined form factor that enhances both aesthetics and portability. The standout feature of the Titan 18 HX is its display, a new 120Hz, 4K mini-LED panel that boasts DisplayHDR 1000 certification and Calman Verified colour accuracy. Paired with illuminated touchpad, MSI TITAN 18 HX Razer tantalises enthusiasts with a glimpse into the future of gaming laptops with the announcement of the Razer Blade 18. While details are scarce, this upcoming model promises to be a game-changer in more ways than one. One of the most exciting features of the Blade 18 is its planned support for Thunderbolt 5, offering higher bandwidth for docks, faster external drives, and the ability to drive three 4K monitors simultaneously. This opens up a world of possibilities for gamers and creative professionals alike, providing unprecedented connectivity and versatility. The Blade 18 is set to feature the newest 165Hz 4K OLED screen, delivering breathtaking visuals and ultra- smooth gameplay. The Razer Blade 16 is coupled with Intel’s 14th-gen HX chipset. RAZER BLADE 18 the Titan 18 HX offers both style and substance. Under the hood, this gaming juggernaut packs the latest components, including up to the Intel Core i9-14900HX processor and GeForce RTX 4090 graphics. With optional Wi-Fi 7 connectivity, the Titan 18 HX ensures lightning-fast online gaming experiences. While the Titan 18 HX comes with a hefty price tag of $5,400, its unparalleled performance and premium features make it a worthy investment for hardcore gamers seeking the ultimate gaming experience.46 edge_may 2024 ACER PREDATOR HELIOS 16 AND 18 Acer unleashes its latest gaming titans, the Predator Helios 16 and 18, offering gamers unmatched performance and versatility. These gaming laptops feature swappable mechanical switches for the WASD keys, providing tactile feedback and faster response times for competitive gaming. Both the 16- and 18-inch models boast 250Hz mini-LED display options, delivering smooth gameplay and stunning visuals. Powered by the latest 14th-gen Intel HX processors and up to RTX 4090 graphics, the Predator Helios series ensures uncompromising performance for even the most demanding games. With prices starting at $3,000 for the Predator Helios 16 and $2,500 for the Predator Helios 18, Acer’s latest gaming laptops offer exceptional value for gamers looking to take their gaming experience to the next level. gadget watch Dell XPS line Dell’s XPS line has long been synonymous with premium design and top-tier performance, and the latest iterations continue this tradition with a blend of style and power. After a significant design refresh with last year’s 13-inch “Plus” model, the entire XPS lineup now boasts the signature look that sets it apart. Featuring a lattice-free keyboard and a touch function key row that elegantly illuminates when needed, the XPS laptops exude sophistication. The seamless glass touchpad with haptic feedback adds to the premium feel, ensuring a smooth and responsive user experience. Under the hood, all models of the XPS line will incorporate the Core Ultra CPUs, with the 13-inch variant utilising the chip with integrated Arc graphics, while the larger models support discrete Nvidia RTX 40-series graphics. Whether you’re tackling demanding workloads or indulging in immersive gaming sessions, the XPS series delivers the performance you need. With prices starting at $1,300 for the XPS 13, $1,700 for the XPS 14, and $1,900 for the XPS 16, these laptops offer exceptional value. edge_may 2024 47 gadget watch RAZER BLADE 16 Razer introduces the Blade 16, a gaming laptop that sets new standards in visual excellence and performance. Boasting a choice of either a 2,560x1,600-pixel, 240Hz OLED display or a dual-refresh mini-LED IPS screen, the Blade 16 offers stunning visuals that elevate gaming to new heights. The OLED display is ClearMR 11000 certified and DisplayHDR True Black 500-certified, delivering unrivaled clarity and contrast. Powered by the Intel Core i9-14900HX processor and up to a GeForce RTX 4090 graphics card, the Blade 16 ensures smooth gameplay and seamless multitasking. With its premium build quality and top-of-the-line specifications, the Razer Blade 16 is a must-have for gamers who demand the best. Whether you’re immersing yourself in the latest AAA titles or tackling creative projects, the Blade 16 delivers an unrivaled gaming experience.review 48 edge_may 2024 HP’s Poly Voyager Free 60+ UC: The best headphones for work? By Arya Devi EARBUDSreview edge_may 2024 49 T he Poly Voyager Free 60+ UC earbuds offer abundant features wrapped in a sleek design, aiming to cater to the needs of professionals. While some features may seem like gimmicks at first glance, the earbuds deliver on their promise of versatility and functionality. The highlight of these earbuds is the case which has a mini mobile in itself. A touchscreen display on the case allows for easy control of the features (switching between ANC and ambient, Bluetooth connection, changing music and more). First look The earbuds come packed with accessories, including the touchscreen charging case, USB adapters, and various ear tips. As compared to regular wireless earbuds, the case seems to be a bit bulky. The shape of the earbuds is unique which many might not be a fan of as it sits weirdly on the ear canal, but with the right size ear tips, you may find the right comfort. The standout feature of the Poly Voyager Free 60+ UC is its Bluetooth multipoint capability, enabling seamless connectivity with multiple devices simultaneously. This feature, I found particularly useful for users juggling between work tasks on their desktop and phone (This took away my need to switch between headphones at work). Additionally, the earbuds boast an IP54 rating (protected against dust and water splashes), making them suitable for workouts and outdoor activities. But given its odd shape, it kept slipping out of the ear with intense workouts. Connections and features These earbuds support direct Bluetooth connections between the earbuds and codecs. The connections support AAC, aptX, SBC, and mSBC (modified SBC, commonly known as Wide Band Speech). Each earphone establishes a separate connection with the source device, which allows for single earbud usage. The Poly Voyager Free 60+ UC can also make any audio device into a wireless audio device with the included USB-C to 3.5mm jack cable. This can be achieved by plugging the USB-C side into the charging case and the 3.5mm side into the audio source (aeroplane screen, Walkman etc). As for the touchscreen case, it is convenient and many functions on it are also accessible via the buttons and swipe sensors on the earbuds. Each earbud has metallic swipe sensors atop its stems, and each earbud has identical button/swipe controls. Poly Lens app The Poly Lens app enhances customisation options, allowing users to tweak settings like voice alerts and equaliser presets. However, the app’s request for data and location sharing may deter privacy-conscious individuals, though it’s worth noting that these settings can be declined. But for the ‘Find my Device’ function to work, it is mandatory to share location. Poly also provides a desktop application called, which allows to customise the softphone feature of the earphones and access all of the mobile app’s features— except ‘Find My Device’. Battery life and more The product advertises 8 hour listening time with an additional 16 hours stored in the charging case and in real-life usage, it lasted well over 6 hours. After 90 minutes of inactivity, the paired device will go into DeepSleep mode if the headphones are left on but not attached, helping maintain the battery life. Later on, one push of the button on each earbud to get out of DeepSleep mode. The Poly Voyager Free 60+ UC earbuds offer a blend of advanced features and versatility, making them suitable for multitasking professionals and active users. Despite some drawbacks such as comfort issues, the earbuds excel in providing a seamless audio experience across multiple devices. If multi-device connectivity and customisable settings are a priority, the Poly Voyager Free 60+ UC earbuds are worth considering. Next >