Ransomware e CED Lazio: se non è “hacker” non è un attacco
Think Retail on Air is Tuesday, August 31 at 10 a.m. PDT
It’s time to get ready for the holiday season! This year, we expect shoppers to continue using the digital-first services they learned during the pandemic, like curbside pickup and grocery delivery, in combination with in-store shopping trips. We see this across Google, where searches for “now near me” have grown globally by more than 100% year over year and searches on Google Maps for “curbside pickup” have increased globally by 5,000% year over year.1
To help you capture the opportunity this holiday season, we’re hosting Think Retail on Air 2021 on Tuesday, August 31 at 10 a.m. PDT. During this virtual event, we’ll share the latest holiday shopping insights, category trends and Google solutions to help you prepare your business for the holidays. You’ll hear from product experts and industry leaders, including:
New tools to manage publisher deals in Display & Video 360
Marketers and agencies sign annual deals with top publishers to simplify purchasing and negotiating inventory across multiple brands and campaigns. This includes annual upfronts and newfronts deals. Increasingly, marketers rely on Programmatic Guaranteed and other non-guaranteed deals to fulfill these commitments with Display & Video 360, because its frequency management capabilities improve performance while delivering consistent user experiences across channels.
To help media agency professionals more efficiently manage publisher deals, we’re introducing new tools to package, prioritize and monitor deals across partners and advertisers in Display & Video 360.
Let’s say you’ve negotiated a deal with a publisher and you’d like to use it across different partner accounts. Instead of going into each of Display & Video 360’s partner accounts and creating separate deals, you can now create one deal and then distribute impressions across partners and advertisers. You can also easily edit the deal and the changes will propagate to all Display & Video 360’s accounts you shared the deal with.
With the new tools to manage our private marketplace deals at the cross partner level, we are able to save up to 56% of time in our day to day operations and place strategic focus on inventory packaging to meet our client goals.
Reach the new tools within your deal’s Access tab
Package and prioritize deals across partner accounts
In addition to saving time creating and editing deals, you can also package the inventory to fit the needs of the brands you work with. You can take inventory from different deals, bundle them together and give access across partners and advertisers. For example, you can create a package for a special time of year (like Black Friday or major sporting event), a marketing objective or for always-on campaigns and share it across multiple partners. This way you don’t have to recreate the same package in multiple accounts. In addition, for preferred deals, you can prioritize access to the deal across partners and advertisers, giving you additional control in how you distribute impressions from the deal among your various campaigns.
Monitor publisher commitments in one place
When you commit to buying a fixed amount of ad inventory through a Programmatic Guaranteed or a non-guaranteed deal, you have to closely monitor its delivery so that you don’t waste your budgets. The ability to keep track of your spend at the publisher level is particularly relevant for your upfront deals that span across various properties and cover different advertisers and campaigns. So if these deals are running behind, it’s important to quickly reallocate impressions across campaigns. Now, you can easily monitor pacing for each publisher and deal in one place, identify delivery issues and reallocate impressions across accounts and campaigns before the deal expires.
To access these new tools, please contact your account team. In the future, we’re planning to add more controls and flexibility in how you manage your deals across partners.
Beats Studio Buds: gli auricolari che fanno lo sgambetto agli AirPods. La recensione
Stadia Savepoint: July updates
It’s time for another update to our Stadia Savepoint series, recapping the new games, features and updates on Stadia.
In July, Stadia Pro subscribers enjoyed new games like Moonlighter, Street Power Football, Terraria and The Darkside Detective. Claiming these titles within the growing Pro library of more than 20 games makes them easy to play instantly, for as long as you’re a Pro subscriber. Plus, Stadia Pro offered free play weekends for Dead by Daylight, The Crew 2, Marvel’s Avengers and Olympic Games Tokyo 2020: The Official Video Game.
In addition, fights broke out within the popular arcade-brawler Streets of Rage 4 when it launched on the Stadia store, while other players joined Luffy and his band of Straw Hat Pirates in the open world action-adventure ONE PIECE World Seeker. JRPG fans rejoiced with the arrivals of Ys IX: Monstrum Nox and Cris Tales. For players interested in RPGs of the side-scrolling variety, Bloodstained: Ritual of the Night delivered an homage to the Metroidvania series.
The evolution of lifestyle and beauty blogger Keiko Lynn
When Keiko Lynn moved to New York City, she had $700, a fledgling fashion line and the LiveJournal blog she had written since she was 15. “I was working from home and sewing every day,” she says. “I only knew two people in New York and I never left home unless I was walking my dog.” Her home is where the modern incarnation of keikolynn.com began.
“I started documenting my outfits every day to hold myself accountable and make sure that I was getting up and getting dressed,” she says. It may have started as a simple idea, but it quickly took off. In the last 20 years, her blog has transformed from an online diary to a promotional tool to a full-time business.
What 5 Recent Search Marketing Changes Mean For B2B Marketers
How can B2B marketers adapt to the latest changes in search engine marketing?
Google, Bing, and other search engines have continued to refine their services, bringing changes that B2B marketers need to be aware of.
Holding the dual roles of the world’s most popular search engine and its biggest search advertising provider, Google and its parent company Alphabet saw an especially strong 70 percent increase in advertising revenue during the second quarter of 2021, the firms recently disclosed. That equates to some $560 million is advertising revenue per day during the quarter, and a year-over-year increase of 62 percent, rebounding from the firm’s only revenue decline a year ago due to the global health crisis.
Search advertising revenue alone rose by 68 percent and accounted for some $38.8 billion during the reporting period, making it as clear as ever that paid search ads continue to be used as an important part of the marketing strategies of both B2C and B2B firms.
The recently-released 2020-2021 edition of the ACSI (American Customer Satisfaction Index) shows some of the reasons why Google’s search remains essentially a de-facto element in marketing efforts, and reinforces Google’s continuing dominance, topping the customer experience list with a score of 76 out of 100.
Microsoft’s Bing wasn’t far behind Google in the index rating, however, with a customer experience score of 71.
Let’s take a look at five of the most recent changes among Google and Bing that are likely to affect B2B marketers, and how they may play out as we push ahead towards 2022.
1 — Google’s “About This Result” & Feedback Features
Google recently introduced a new search feature that now shows some of the reasons why it ranked a specific search result in the position it was discovered, via the three dot additional options section to the right of most search results.
This new list of certain factors taken into account by Google for individual search results launched in late July, and reveals information that can include:
- Matching Keywords
- Related Terms
- Looking-at Links
- Local Relevance
Not all search engine result page (SERP) entries contain data from all four categories, however each piece of information shown can certainly help B2B marketers determine some of the factors Google has considered in relation to a particular search result, such as this example:
The “looking at links” information shows, according to Google, “When other pages link to a page using similar words as your query, that page might be relevant to your search. It can also be a helpful indicator of whether online content creators tend to regard the page as useful for that topic.”
The option to send feedback to Google on a particular SERP entry may also offer B2B marketers a route to providing additional insight about an indexed page — or perhaps even on competitor pages, as was discussed on the WebmasterWorld message forums.
Some search results shown through the new panel also include the ability to perform a similar results search, offering more insight on which pages Google’s search index and algorithms consider as holding similar value or information.
Other results include underlined words that can be hovered over to show a selection of search tips meant to refine a particular search — another potentially helpful feature for marketers.
While offering only limited information to marketers, what is available can still be used to refine and improve existing page search engine optimization (SEO) efforts.
2 — Display & Video 360 Bring New Google Data Insights
Google has also recently added an array of new visual overview data to its Display & Video 360 enterprise advertising and analytics platform, in a change that is set to smooth the job of marketers using the product across various channels.
The new views offer a real-time glimpse of reach — gleaned partially from DV360’s log data — when it comes to a campaign’s performance, and should also make it easier to find the highest performing programmatic advertising campaigns, including video.
Video has only become more important to B2B brands during the global health crisis, and recent Hubspot data shows that 72 percent of customers prefer to learn about a product or service from video content.
The functionality of Google’s YouTube as a search engine for both B2C and B2B queries is also an important part of today’s marketing considerations, with recently-released study data from SEMrush showing that even smaller YouTube channels can still produce content that places among the top search results on the platform.
3 — Learning More With Google Discover
As more B2B brands than ever fall into today’s expanding publisher category, some marketers are increasingly turning to more niche and specialized Google products for fine-tuning their SEO efforts.
One of these is Google Discover, the search giant’s personalized Android-only mobile offering, has been tricky to specifically target with optimization efforts, however recent insight has come from several marketers and SEO professionals, including Lily Ray and her “Google Discover: 10 Characteristics of Top-Performing Content” study.
Perhaps currently overlooked by the majority of B2B marketers, devoting SEO efforts to Google Discover can nonetheless be worthwhile, Ray noted.
“Performing well in Google Discover will likely stem from a content strategy mimicking that used on other social platforms, rather than a keyword-research-driven, E-A-T focused SEO strategy,” Ray said.
Ray was one of the 12 top industry experts featured in our annual trends and predictions article, “12 Top B2B SEO Trends & Predictions for 2021.”
[bctt tweet=”The biggest overarching trend in SEO in recent years which will undoubtedly continue in 2021 is the focus on E-A-T: expertise, authoritativeness, and trustworthiness. — Lily Ray @lilyraynyc” username=”toprank”]4 — Google TensorFlow Ranking Updates
Despite its well-entrenched position as the world’s leading search engine and search advertising provider, Google has developed framework adjustments that aim to allow it to more quickly implement any manner of algorithmic and search ranking improvements.
Front and center of this push are Google’s recent TensorFlow Ranking changes, that affect how swiftly new search technology is able to be tested and rolled out to the public.
Long-time search industry professional Roger Montti — another of the subject matter experts featured in our annual SEO predictions article — examines many of the technical details surrounding Google’s latest TensorFlow Ranking features in “Google’s New Technology Helps Create Powerful Ranking-Algorithms.”
These types of changes that allow Google to quickly try out new things can represent an underutilized opportunity for savvy B2B marketers looking for detail-oriented advantages that more slowly-moving brands may not be able to react fast enough to take part in and learn from.
[bctt tweet=”SEO is so consumed with SEO rituals, optimizing for Google, that it forgets that the end game to all of these shenanigans is increasing sales. — Roger Montti @martinibuster” username=”toprank”]5 — Bing’s New Chat & Related Image Features
Microsoft’s Bing search engine also continues to innovate and implement a variety of new features as it has evolved over the years.
One experimental new change has been the introduction of artificial intelligence (AI) backed interactive chat features within Bing’s search results, bringing a new level of interactivity to SERP content that could also offer future optimization opportunities for B2B marketers.
While currently only a limited test, Bing’s chatbot feature represents a shift that’s been happening over the past five years, to content that’s more interactive. 33 percent of members of the global CMO Coucil recently said that they plan to upgrade digital interactive marketing efforts during 2021, as we reported.
Bing has also recently rolled out a search feature that makes it easier to view images related to particular search results, offering a pop-up that displays an array of additional images from the site hosting the SERP entry.
Visual search optimization has grown in importance, and changes such as Bing’s recent carousel of related images from the site of origin highlight some of the lesser-known gains that B2B marketers can achieve in the area.
Ratchet Up Your B2B Search Marketing
B2B marketing doesn’t have to be a conveyor belt of boring content efforts when you spice up your efforts by incorporating the latest search marketing news, tactics, and tips from Google and Bing that we’ve explored here.
By implementing the items we’ve dug into, from Google’s “About This Result” and feedback features to its new Display & Video 360 data insights, Google Discover, TensorFlow ranking updates, and Bing SERP chatbot and related-image features, we hope you’ll come away with new ideas and inspiration as we make the drive ahead towards successful B2B marketing efforts in 2022 and beyond.
Crafting award-winning digital search experiences featuring elements such as these takes significant time, resources, and effort, which is why many of the world’s top B2B brands choose to partner with a leading B2B marketing agency. Contact us today and learn why for more than 20 years brands from LinkedIn and 3M to Dell and Adobe have chosen to work with TopRank Marketing.
The post What 5 Recent Search Marketing Changes Mean For B2B Marketers appeared first on B2B Marketing Blog – TopRank®.
WhatsApp, da oggi foto e video scompaiono dopo la visione
OPPO risolve il problema della fotocamera frontale sotto lo schermo?
Due parole sull’attacco informatico “terroristico” alla Regione Lazio
Ho aspettato un po’ a scrivere di questa vicenda per lasciare che si depositasse il polverone delle dichiarazioni politiche e cominciassero a emergere i fatti tecnici. I fatti sono ancora pochi, comunque, ed è piuttosto evidente a questo punto che non c’è alcuna intenzione delle autorità di fare piena chiarezza sulla vicenda. Prendete quindi queste poche righe con beneficio d’inventario.
Quello che si sa per certo, finora, è che i servizi informatici della Regione Lazio sono offline da domenica 1 agosto. Secondo la ricostruzione de Il Post (anche qui), un ransomware ha colpito il centro elaborazione dati (CED) che gestisce tutta la struttura informatica regionale e i tecnici hanno pertanto disattivato il CED.
Questo ha portato quasi alla paralisi tutti i servizi regionali che dipendono dal CED, fra i quali spicca il servizio di vaccinazione contro il Covid (che sta procedendo lentamente usando un sistema cartaceo ma ha le prenotazioni bloccate).
Il presidente della Regione Lazio, Nicola Zingaretti, ha parlato di difesa contro “attacchi criminali o di stampo terroristico” (sottolineo “o”), ma ANSA ha inventato un virgolettato che gli ha messo in bocca una certezza sullo stampo terroristico che di fatto Zingaretti non ha espresso (perlomeno nello spezzone video riportato nel tweet di ANSA):
Zingaretti: ‘Gli attacchi hacker sono di stampo terroristico. Stiamo difendendo la nostra comunità. E’ l’offensiva criminosa più grave mai avvenuta’ #ANSA pic.twitter.com/jSkQfCPnZ5
— Agenzia ANSA (@Agenzia_Ansa) August 2, 2021
I giornali generalisti italiani si sono lanciati in narrazioni che per pietà mi limito a definire fantasiose, per cui non è opportuno considerare affidabile qualunque affermazione informatica scritta da queste testate e conviene rivolgersi solo a fonti tecniche qualificate.
Per quello che è dato sapere fin qui, non c’è nessuna evidenza di un attacco di stampo terroristico: sembra invece trattarsi di un classico attacco criminale, effettuato a scopo di estorsione. Un tipico ransomware, insomma, di quelli che colpiscono tutti i giorni tante aziende: i dati vengono cifrati dai criminali, che poi chiedono il pagamento di un riscatto per avere la chiave di decifrazione. Stavolta il bersaglio è un po’ più grosso e il danno è molto più visibile.
L’ipotesi del terrorismo informatico è altamente improbabile perché un attacco a fini terroristici avrebbe semplicemente cancellato i dati invece di cifrarli, come ha giustamente fatto notare Stefano Zanero, professore associato di Computer Security al Politecnico di Milano.
Ieri è stato diffuso uno screenshot, parzialmente oscurato, che mostrerebbe l’avviso del ransomware, con un link a una pagina del dark web da usare per la trattativa con gli esecutori dell’attacco:
Secondo BleepingComputer, il link alla pagina è collegato a un gruppo di criminali informatici noto come RansomEXX, che ha già preso di mira grandi aziende in vari paesi del mondo, e la tecnica di attacco del gruppo consiste nel violare le difese di una rete aziendale usando delle vulnerabilità o delle credenziali rubate, per poi scorrazzare nella rete rubando o cifrando file e prendere il controllo del domain controller Windows per diffondere il software di cifratura su tutta la rete.
Gli attacchi di ransomware di solito agiscono su due fronti fondamentali di monetizzazione: la minaccia di bloccare l’attività della vittima e la minaccia di disseminare i dati custoditi vittima (con conseguenti disagi e danni). Zingaretti ha dichiarato che “nessun dato sanitario è stato rubato e i dati finanziari e del bilancio non sono stati toccati” (Il Post), ma è decisamente troppo presto per essere così categorici.
Per ora, quindi, le domande superano ampiamente le risposte.
—
Come è stato possibile un attacco del genere? Secondo le informazioni pubblicate da Open, l’attacco sarebbe iniziato prendendo di mira un PC di un dipendente di Lazio Crea, “società controllata dalla Regione, in smartworking a Frosinone. Per entrare nel sistema, come hanno spiegato fonti della polizia postale a Repubblica, i pirati hanno bucato Engineering SPA, la società specializzata in servizi informatici che lavora con molte amministrazioni pubbliche […] Da lì hanno ottenuto le credenziali dell’impiegato di Lazio Crea, che aveva i privilegi di amministratore. Hanno inserito il ransomware nel sistema informatico ed è partita la copia dei file.” Uno schema assolutamente classico, insomma.
Non si possono ripristinare i dati da un backup? Non è così semplice. Come regola generale, prima di tutto bisogna assicurarsi che la rete informatica sulla quale si va a ripristinarli sia pulita e non contenga ancora il ransomware, altrimenti è tempo sprecato. Occore quindi ripulire la rete oppure crearne una nuova vergine (cosa non facile per sistemi informatici grandi e complessi come un CED regionale). Poi bisogna avere un backup, e questo backup deve essere recente e pulito. Ma a quanto risulta dalle dichiarazioni di un assessore della Regione Lazio, almeno parte dei backup era tenuta in linea e quindi sarebbe anch’essa cifrata. Un altro errore classico. Tenere offline un backup integrale di grandi database non è semplice, certo, ma non farlo è una negligenza imperdonabile.
Come si possono evitare disastri del genere? Anche questo non è facile, ma i passi da compiere per ridurre la possibilità che accadano sono ben conosciuti:
- ridurre la superficie di attacco, per esempio togliendo gli accessi privilegiati a chi non ne ha strettamente bisogno (in smart working o meno) e dandoli soltanto a chi ha macchine molto protette e non usate in modo promiscuo (no, il PC del dirigente sul quale il figlio guarda YouPorn non deve avere accesso privilegiato alla rete aziendale);
- predisporre una procedura di backup (che va collaudata e testata) che offra il massimo isolamento fisico possibile;
- predisporre un piano di disaster management per sapere cosa fare se (anzi quando) un attacco va a segno e in base a quanto va a segno;
- avere un piano di comunicazione chiaro e trasparente.
Fra queste soluzioni, noterete, è vistosamente assente qualunque accenno a grandiosi piani di “cloud nazionale”. Perché “cloud nazionale” in politichese si traduce “pioggia di soldi per gli amici”, ma in informatica si traduce “single point of failure”. E se qualcuno ha bisogno che gli si traducano queste parole inglesi, tenetelo lontano da qualunque decisione informatica.
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Attacco alla Regione Lazio: le imprecisioni dei media e dei politici
Articolo a cura di Daniele Umberto Spano Ceo Kruzer SPA Brescia Ormai la notizia è diffusa a livello globale: la Regione Lazio è stata vittima di un attacco informatico e…
L’articolo Attacco alla Regione Lazio: le imprecisioni dei media e dei politici scritto da YOUR_DIGITAL_VOICE! proviene da Assodigitale.