The best defense is a good offence

17

October

2017

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The introduction of the digital age offers great opportunities for growth of activities within organizations. However, to every advantage there is a corresponding disadvantage. The transformation to digital has given rise to a new sort of crime, cybercrime.

Only in 2016, cybercrime was the second most reported form of crime (Blogger, 2017). This makes effective enterprise security more important than ever for every single company. The traditional defense against cybercrime, such as antivirus software and firewalls, is no longer sufficient. 2017 marks the start of a new era against cybercrime. An era where companies are under the assumption that their network will be under attack continuously. Adaptive security provides the solution against this new form of crime and should be on top of every CIO’s agenda right now. But what is Adaptive security and how is it going to protect us from these new and advanced cyber threats?

Adaptive Security: A real-time network security model that employs modern tricks and tools to counter the threats over a network by cyber criminals (Adaptive Security, 2017).

So how does it work? Adaptive Security investigates and identifies a network for malicious traffic, anomalies or vulnerabilities in real-time and automatically implements endpoint security. The model’s most important characteristics can be defined as: preventive, detective, retrospective and predictive. Through real-time monitoring and analyzing the system it is ahead of cyberattacks and information leaks. Deviations will be detected sooner and potential threats will be revealed more easily as the system constantly compares the status quo against a certain standard. Adaptive Security’s mission is clear: The best defense is having a good offence.

Furthermore, adaptive security providers are continuously looking for new security solutions in close collaboration with each other. For example, they share their “threat intelligence” and co-develop new solutions. In addition, adaptive security is a self-learning mechanism. It has the ability to not only block attacks, but it is also able to detect, analyze and when needed correct previously unknown threats. In such a dynamic and threatening environment, collaboration might be yet the best way to go.

Adaptive Security, (2017). What is Adaptive Security? The Mindful IT company. [online] Available at: http://www.happiestminds.com/Insights/adaptive-security/

Blogger, A. (2017). Top-5 technologische trends voor 2017. Dutch IT-channel. [online] Available at: https://dutchitchannel.nl/570019/top-technologische-trends-voor.html

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Digital advertising, it’s a platform kind of world

10

October

2017

5/5 (1)

In the following years, digital advertising will surpass television as the largest advertising market of the entire ad industry (Desjardins, 2016). Considering the current size of the digital advertising market, with revenues expected to reach $83 billion in 2017 in the U.S., you can imagine publishers are rushing to get their stake in this highly valuable market. However, the prospects do not seem that promising after all … The duopoly of Google and Facebook is dominating the market. Especially companies such as The New York Times and News Corp., who failed to adapt to the new digital environment in time have no chance against these giants with their huge scale platforms.

In order to give you an idea about the power Google and Facebook have, let’s look at the industry insights for 2017. Currently, the duopoly has a market share of 85% in the US digital advertising market (Slefo, 2017). In addition, the market has grown an impressive 20% last year. This growth is almost fully accounted for by Google and Facebook, with 54% and 45% respectively (sums up to 99%), leaving only 1% for the rest of the players in the market (Ingram, 2017). The strength of these companies originates from the platforms they have created, full of user generated content (Desjardins, 2016). On the flipside, advertisers having a hard time as they are highly reliant on the huge reach of these giants facilitated by their platform strategy and the amount of data which is generated from it. Especially in terms of targeting marketing, advertisers are highly dependent. Companies such as Google and Facebook now control what audiences see and who gets paid for their attention, and even what format and type of journalism flourishes (Owen, 2017).

However, resistance from politicians and competition on the dominance of these companies increases. Especially taking into consideration the powerful influence they have over societies. Furthermore, journalism find itself in a huge crisis as they increasingly have to rely on digital ad sales, which has proved as an insufficient means of income. In order to prevent the publishers from running, thereby decreasing value on the user side, and in respond to increased critics from society Google has announced it will give more insights in search results to publishing organizations that offer some free content (Finimize, 2017). It will also make it more easy for users to subscribe to certain content, allowing publishers to generate more subscription based revenue instead of solely rely on ad sales. To facilitate this switch, Google will end its “First Click Free” policy in favor of a “Flexible Sampling Model”, where publisher will decide how many, and if any, free articles they want to provide to potential subscribers based on their own business strategies (Gingras, 2017).

Google closed it’s announcement with the following statement: “We are just getting started and want to get as much input from publishers—large, small, national, local, international—to make sure we build solutions together that work for everyone.” This suggest Google is sincere about boosting revenues also on the side on the publishers. However, it turned out, Facebook is about to launch its own subscription program. Therefore, the question remains, how sincere is Google about solving the worldwide crisis of journalism, or is it just defending its part of the pie?

Desjardins, J. (2016). Google and Facebook dominate digital advertising. Business Inside. [online] Available at: http://www.businessinsider.com/google-and-facebook-dominate-digital-advertising-2016-12?international=true&r=US&IR=T

Finimize (2017). Google’s gift to journalism. Finimize. [online] Available at: https://www.finimize.com/wp/news/googles-gift-journalism/

Gingras, R. (2017). Driving thee future of digital subscriptions. VP News Google. [online] Available at: https://www.blog.google/topics/journalism-news/driving-future-digital-subscriptions/

Ingram, M. (2017). The vast majority of spending on digital advertising goes to just two companies. Fortune. [online] Available at: http://fortune.com/2017/01/04/google-facebook-ad-industry/

Owen, T. (2017). Platforms become publishers. CJR. [online] Available at: https://www.cjr.org/tow_center_reports/platform-press-how-silicon-valley-reengineered-journalism.php

Slefo, G. (2017). Strength in numbers: publishers team up in fight against Google and Facebook. AdAge. [online] Available at: http://adage.com/article/digital/publishers-form-factions-fight-google-facebbok/309458/

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