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Technology
Internet Malicious Adverts Malvertising Marketing Technology

How to Protect Your Brand from Malvertising: Insights from the NCSC

How to Protect Your Brand from Malvertising: Insights from the NCSC

Advertising is a key driver of revenue for many online platforms. However, it has also become a lucrative target for cybercriminals who exploit ad networks to distribute malicious software, a practice known as malvertising. The National Cyber Security Centre (NCSC) has been at the forefront of combating this growing threat, providing crucial guidance to help brands and advertising partners safeguard their campaigns and protect users.

What is Malvertising?

Malvertising refers to the use of online advertisements to spread malware. Unlike traditional phishing attacks, which typically rely on deceiving the user into clicking a malicious link, malvertising can compromise users simply by visiting a site where a malicious ad is displayed. This can lead to a range of cyber threats, including ransomware, data breaches, and financial theft.

The Scope of the Problem

The prevalence of malvertising is alarming. Cybercriminals leverage the vast reach of digital ads to target a large number of victims, often without their knowledge. According to NCSC, the complexity of the advertising ecosystem, which involves multiple intermediaries, exacerbates the issue. This makes identifying and blocking malicious ads challenging before they reach the end user.

Best Practices for Mitigating Malvertising

To combat malvertising, NCSC recommends adopting a defense-in-depth approach. Here are some best practices that organizations can implement:

  • Partnering with well-established and trusted ad networks can reduce the risk of encountering malicious ads. Reputable networks have stringent security measures and vetting processes in place.
  • Conducting regular security audits of ad campaigns can help identify and mitigate potential threats. This includes scanning for malicious code and ensuring that all ads comply with security standards.
  • Ad verification tools can monitor and block malicious ads in real-time. These tools use machine learning algorithms to detect suspicious activity and prevent ads from being displayed to users.
  • Educating users about the dangers of malvertising and encouraging them to report suspicious ads can help organizations identify and respond to threats more effectively.
  • Ensuring that websites are secure and free from vulnerabilities can prevent cybercriminals from exploiting them to distribute malvertising. This includes regularly updating software and using robust security protocols.

Case Studies of Successful Mitigation

Several organizations have successfully implemented these best practices and seen significant reductions in malvertising incidents. For example, a major online retailer partnered with a top-tier ad network and implemented comprehensive ad verification tools. As a result, they were able to block over 90% of malicious ads before they reached their customers.

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Marketing
Advertising CISO Cybersecurity influencers Marketing

Why Trust Drives the Future of Cybersecurity Marketing

 




With the changing nature of threats in cyberspace becoming sharper by the day, business houses are seen as shy about entrusting their precious data to the cybersecurity firm of choice. Shallow, flashy, and blanket marketing tactics that worked a few years ago are increasingly losing their impact. It is against this backdrop that demand for trust-based marketing continues to increase within the precincts of the cybersecurity industry.


Role of Trust in Cybersecurity Marketing

Unlike manufactured goods, cybersecurity services offer safety and security. It is the customers-again, usually major decision-makers like CISOs or CTOs, though-with their wallets, on companies that demonstrate real acumen and trustworthiness. More specifically, as threats increasingly complicated nature, those companies need to be perceived as forward-thinking in terms of embracing and addressing new threats.


Tacky ad campaigns and blanket marketing initiatives will have a hard time breaking into the space needed to develop that feel of trust. Cybersecurity customers will respond less to bright colours and more to the content marketing strategy: one that focuses on distributing utility-laden articles, case studies, webinars, and other materials that can inform.


This strategy enables companies to reach maturity with credibility as a thought leader, comforting clients that they are one step ahead of cyber threats.


Flaws of the Old Advertising Model

Traditional advertising is, therefore, ineffective for many in cybersecurity. Ads are saturated, and the "fatigue" caused by overexposure leads potential clients to dismiss or simply ignore them. Added to increasing scepticism surrounding inflated or erroneous advertisements, especially within cybersecurity, can cause damage. Customers want to see authentic, transparent marketing approaches. Approaches that are not authentic fall short within an industry where trust is paramount.


In response to the above issues, many firms now rely extensively on recommendations from key industry personalities. Here is where influencer marketing comes in as one of the most effective ways through which brands can reach customers based on authentic and knowledgeable voices.


Industry Experts Influence

Those authentic influencers in cybersecurity will bring a specific value by discussing insights with followers who trust their words already. Companies engaged in cybersecurity will then have the chance to reach the stakeholders when they team up with such influencers. This is how they come into audiences that are more open to the knowledge of solutions that the company has. These influencers can help dilute complex information, which may make it accessible to a client and, consequently, reinforce the authority of that brand in the field.


Challenges of Choosing the Correct Influencers

It is even more challenging than in other sectors to select the right influencer because the industry demands very high expertise and credibility. In identifying influencers, companies need to consider those whose audiences are high-level decision-makers with a real interest in cybersecurity solutions. The number of followers is irrelevant; reputation and history of creating relevant, correct content are critical. Misaligned partnerships waste resources, but more importantly, they can affect the reputation of the brand if the influencer lacks credibility.


Simplify this: many companies use influencer marketing platforms. They vet influencers, understand engagement metrics, and help companies reach the right influencers-that is, reach CISOs, CTOs, or other key decision-makers.


Technology for Influencer Marketing Optimization 

For instance, there is Presspool.ai that offers platforms whereby the companies in cybersecurity can connect with verified influencers. Through data-driven insights for effective engagement, it works on spotting effective influencer partnerships, which then these systems identify influencers who have audiences that benefit the brand's objectives when using them based on an analysis of engagement data.


This data-driven approach helps firms track the performance of each campaign in real-time. Conversion and engagement levels evaluate the performance of every campaign, thereby enabling companies to target with maximum effect and guarantee a high return on investment. These insights make influencer marketing efficient and scalable.


Influencer Marketing: The Future Focus for Cybersecurity

With careful usage, influencer marketing creates great benefits for cybersecurity businesses. It brings them closer to the most intent clients-by those who are looking for cybersecurity-through a trusted voice. Here's an example; if a highly respected influencer supports a product then his followers will look and consider the solution much more seriously because it has been reviewed by a respected voice.


Additionally, these influencers teach potential clients the deconstructed version of complicated cybersecurity concepts and facilitate building credibility toward the brand as a thought leader. Not only will this create trust but also will make the clients perceive the company as an industry leader committed to the ongoing advancement of cybersecurity.


Authenticity and Analytics Are the Keys

This is a world of cyber security and a traditional ad won't work and the clients look for real voices. Here, influencer marketing can fill the gap so that a company may establish meaningful relationships through the voice of trusted figures as it changes their approach of establishing credibility in the field.

Influencer marketing platforms, through real-time data, will make these partnerships measurable and adaptable to a trust-based marketing approach rather than an ad-centric approach. Trust is now the bed on which influencer marketing will play a major role in shaping cybersecurity marketing for the future.


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Technology
Advertising AI and Sound AI technology Artificial Intelligence Digital Advertising Marketing Sound Technology Technology

AI in Sounds is Helping Brands Create Their ‘Sonic Identity’


It is now well acknowledged that in the present era, individuals are constantly exposed to fast-moving imagery, be it through social media videos or digital billboards in public places. 

However, Michele Arnese, an advertising entrepreneur believes there has been a similar surge in ‘sounds.’ According to him, brands can only be complete with the help of AI. 

According to Arnese, "More and more the sound of a brand is like liquid[…] It goes everywhere and takes its shape according to the customer experience."

In 2009, Arnese founded the AI-based music company – Amp – based in Munich. The company (now acquired by Landor&Fitch, a WWP advertising subsidiary) uses AI to create a wide range of sounds for businesses, from brief noise bursts when an app launches to extended compositions for things like podcasts and social media videos. The "sonic identity" of a brand is what he refers to as this.

Nowadays, AI has been exemplifying its capabilities, like reimagining films, creating music using the voices of artists, developing architectural drawings and much more. Thus, its significance in the world of advertising is also evident. 

What can AI do for Sound in ‘Advertising’? 

Arnese confirmed that humans have an important role in the company’s process. For instance, his in-house composers create a track called “Sonic DNA” of the brand, that lasts for around 90 seconds. 

The initial task of AI is to ensure that these noises are distinct from those already employed by other businesses. Machine learning can also determine the impact and memorability of the music's trademark patterns.

Arnese argues that once this DNA is formed, the primary function of AI is to enable businesses to produce music on an industrial scale in order to meet the demands of digital channels.

Moreover, AI can produce infinite remixes of music from the provided DNA, serving varied tempos, moods and durations. Also, AI has become an easier and cheaper option for music enthusiasts, than buying individual pieces of music for the thousands of scenarios. 

Arnese says, "These days no brand is on mute[…]Some brands upload a hundred videos to YouTube every week, and we asked ourselves, how can they afford it?"

However, scepticism still lurks in regard to the use of AI being a ‘game-changer’ for the advertising industry. 

Molly Innes from Marketing Week warns that "People put a lot of money into things like the Metaverse, crypto and NFTs, all the things marketers got excited about, and now they've had to backtrack."

She says that many people in the advertising industry are now taking a ‘wait-and-see’ approach to AI, especially because of the lack of money to invest in it. 

Arnese is adamant in his belief that AI will have a significant impact on advertising. He is also against the notion that there will be several job losses due to AI. 

"AI is just another tool to do your job," he says.

"It presents an opportunity to be inspired by something unexpected [that the computer generates] in the creative process, that's how I use it.”

He says, "Ten years ago there was no such job as data scientist in the advertising industry, can you imagine? But now it is part of the normal team set up of an agency.”

"AI is here to stay, but it's not a replacement for humans."  

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threats
Advertising attacks Business Cloud CyberCrime Cybersecurity Duckport Ducktail Facebook Hijacking Information Linkedin malware Marketing Scams Security SocialEngineering SocialMedia Tactics threats

Vietnamese Cybercriminals Exploit Malvertising to Target Facebook Business Accounts

Cybercriminals associated with the Vietnamese cybercrime ecosystem are exploiting social media platforms, including Meta-owned Facebook, as a means to distribute malware. 

According to Mohammad Kazem Hassan Nejad, a researcher from WithSecure, malicious actors have been utilizing deceptive ads to target victims with various scams and malvertising schemes. This tactic has become even more lucrative with businesses increasingly using social media for advertising, providing attackers with a new type of attack vector – hijacking business accounts.

Over the past year, cyber attacks against Meta Business and Facebook accounts have gained popularity, primarily driven by activity clusters like Ducktail and NodeStealer, known for targeting businesses and individuals operating on Facebook. 

Social engineering plays a crucial role in gaining unauthorized access to user accounts, with victims being approached through platforms such as Facebook, LinkedIn, WhatsApp, and freelance job portals like Upwork. Search engine poisoning is another method employed to promote fake software, including CapCut, Notepad++, OpenAI ChatGPT, Google Bard, and Meta Threads.

Common tactics among these cybercrime groups include the misuse of URL shorteners, the use of Telegram for command-and-control (C2), and legitimate cloud services like Trello, Discord, Dropbox, iCloud, OneDrive, and Mediafire to host malicious payloads.

Ducktail, for instance, employs lures related to branding and marketing projects to infiltrate individuals and businesses on Meta's Business platform. In recent attacks, job and recruitment-related themes have been used to activate infections. 

Potential targets are directed to fraudulent job postings on platforms like Upwork and Freelancer through Facebook ads or LinkedIn InMail. These postings contain links to compromised job description files hosted on cloud storage providers, leading to the deployment of the Ducktail stealer malware.

The Ducktail malware is designed to steal saved session cookies from browsers, with specific code tailored to take over Facebook business accounts. These compromised accounts are sold on underground marketplaces, fetching prices ranging from $15 to $340.

Recent attack sequences observed between February and March 2023 involve the use of shortcut and PowerShell files to download and launch the final malware. The malware has evolved to harvest personal information from various platforms, including X (formerly Twitter), TikTok Business, and Google Ads. It also uses stolen Facebook session cookies to create fraudulent ads and gain elevated privileges.

One of the primary methods used to take over a victim's compromised account involves adding the attacker's email address, changing the password, and locking the victim out of their Facebook account.

The malware has incorporated new features, such as using RestartManager (RM) to kill processes that lock browser databases, a technique commonly found in ransomware. Additionally, the final payload is obfuscated using a loader to dynamically decrypt and execute it, making analysis and detection more challenging.

To hinder analysis efforts, the threat actors use uniquely generated assembly names and rely on SmartAssembly, bloating, and compression to obfuscate the malware.

Researchers from Zscaler also observed instances where the threat actors initiated contact using compromised LinkedIn accounts belonging to users in the digital marketing field, leveraging the authenticity of these accounts to aid in social engineering tactics. This highlights the worm-like propagation of Ducktail, where stolen LinkedIn credentials and cookies are used to log in to victims' accounts and expand their reach.

Ducktail is just one of many Vietnamese threat actors employing shared tools and tactics for fraudulent schemes. A Ducktail copycat known as Duckport, which emerged in late March 2023, engages in information stealing and Meta Business account hijacking. Notably, Duckport differs from Ducktail in terms of Telegram channels used for command and control, source code implementation, and distribution, making them distinct threats.

Duckport employs a unique technique of sending victims links to branded sites related to the impersonated brand or company, redirecting them to download malicious archives from file hosting services. Unlike Ducktail, Duckport replaces Telegram as a channel for passing commands to victims' machines and incorporates additional information stealing and account hijacking capabilities, along with taking screenshots and abusing online note-taking services as part of its command and control chain.

"The Vietnamese-centric element of these threats and high degree of overlaps in terms of capabilities, infrastructure, and victimology suggests active working relationships between various threat actors, shared tooling and TTPs across these threat groups, or a fractured and service-oriented Vietnamese cybercriminal ecosystem (akin to ransomware-as-a-service model) centered around social media platforms such as Facebook," WithSecure said.
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Technology
AI Artificial Intelligence Automation Data Marketing Safety Security Technology

Research : Generative AI Can Save Marketing Professionals 5 Hours Weekly

 

According to a recent study conducted by Salesforce, marketing professionals are optimistic about the potential impact of generative AI. However, they are still in the process of investigating and learning about the most effective ways to use this technology while ensuring safety. 

Salesforce surveyed a diverse group of over 1,000 marketers from companies of various sizes and sectors in the U.S., U.K., and Australia. The survey revealed that 51% of the respondents are currently utilizing generative AI. In order to successfully adopt and implement generative AI in marketing, having skills related to generative AI and access to trusted first-party data are considered crucial. 

Furthermore, the study highlighted the importance of human oversight in the implementation of generative AI. This is because the current outputs generated by the technology can be inaccurate and potentially biased. Therefore, maintaining human involvement is necessary to ensure the accuracy and fairness of the results. 

Before delving into the details of the marketing survey findings, it is essential for business leaders to consider certain factors in order to fully leverage the capabilities of generative AI within their organizations. These factors include relying on trusted data, utilizing hybrid AI foundational models that can be automated, and implementing a unified platform with built-in security and governance measures to ensure the ethical and responsible use of AI technologies.

Here are the key findings from the research on the impact of generative AI in marketing:
  • Generative AI is set to have a significant influence on marketing. A majority of marketers (53%) consider it a game-changing technology, and 60% believe it will revolutionize their role. Currently, 51% of marketers are already utilizing or experimenting with generative AI in their work.
  • Marketers are leveraging generative AI to transform various aspects of their campaigns. Presently, 57% of marketers use generative AI to create groups or segments for marketing campaigns, while 55% employ it in crafting marketing campaigns and journey plans. Additionally, 54% utilize generative AI to personalize messaging content, 53% for copy testing and experimentation, and 53% for building and optimizing SEO strategies.
  • Generative AI adoption has led to increased productivity among marketers. They estimate that using generative AI saves them more than 5 hours per week, which equates to over a month per year, enabling them to focus on more meaningful tasks. According to the survey, 71% believe that generative AI will eliminate mundane work, 71% think it will allow them to concentrate on strategic initiatives, and 70% believe it will enhance their overall productivity.
  • However, there is a lack of proficiency in generative AI skills among marketers. The majority (66%) anticipate that generative AI will necessitate new skprofessional skill setsAlmost half (43%) admit to nnot knowing how to extract maximum value from generative AI, and 39% are unsure to safely utilize it in their work. Additionally, 34% feel ineffective in utilizing generative AI for marketing purposes.
  • Marketers have concerns regarding the accuracy and quality of generative AI-generated content. The top worries associated with generative AI in marketing include accuracy and quality (31%), trust (20%), skills (19%), and job safety (18%). A significant portion (73%) of marketers believe that generative AI lacks human contextual knowledge, 66% worry about potential biases in its outputs, and 76% express concerns about new security risks introduced by generative AI.

To successfully leverage generative AI, marketers emphasize the need for human oversight, relevant skills, and trustworthy customer data. The survey reveals that 63% of marketers consider trusted customer data crucial for the effective utilization of generative AI. Furthermore, 66% highlight the importance of human oversight in maintaining brand voice when using generative AI. This indicates the necessity for appropriate training, as 54% of marketers believe generative AI training programs are important for successful adoption. Lastly, 72% of marketers expect their employers to provide them with opportunities to learn how to use generative AI effectively.

Marketing organizations can leverage generative AI to enhance customer experiences and streamline operations. Companies can automate processes and implement intelligent workflows by utilizing reliable customer data and utilizing pre-built, custom, or public AI models.  Furthermore, comprehensive staff training ensures proficient handling of AI technologies. The integration of AI across various departments, including marketing, sales, customer service, and digital commerce, promises a complete transformation of the customer journey, enhancing interactions at every touchpoint.
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Technology
Artificial Intelligence Marketing Predictive Analysis Technology

AI Takes Center Stage: How Artificial Intelligence is Revolutionizing the Marketing Industry


Artificial Intelligence (AI) has become a buzzword in the business world, and it's no surprise that it is transforming marketing in unprecedented ways. AI-driven marketing is revolutionizing the industry by providing marketers with the ability to analyze data and personalize customer experiences like never before. From chatbots to predictive analytics, AI is helping marketers to increase their efficiency, improve their decision-making and offer more personalized experiences.

Here are some of the ways that AI is revolutionizing the marketing industry:

Customer Segmentation

One of the significant advantages of AI is its ability to analyze vast amounts of data and identify patterns. With AI, marketers can segment customers based on their behavior, demographics, and interests. This allows them to tailor their marketing messages to specific customer groups and increase engagement. For instance, an AI-powered marketing campaign can analyze a customer's purchase history, social media behavior, and web browsing history to provide personalized recommendations, increasing the likelihood of a conversion.

Chatbots

Chatbots have become a ubiquitous feature on many websites, and they are powered by AI. These chatbots use natural language processing (NLP) to understand and respond to customer queries. They can provide instant responses to customers, saving time and resources. Additionally, chatbots can analyze customer queries and provide insights into what customers are looking for. This can help businesses to optimize their marketing messages and provide better customer experiences.

Predictive Analytics

Predictive analytics is a data-driven approach that uses AI to identify patterns and predict future outcomes. In marketing, predictive analytics can help businesses to anticipate customer behavior, such as purchasing decisions and optimize their marketing campaigns accordingly. By analyzing past customer behavior, AI algorithms can identify trends and patterns, making it easier to target customers with personalized offers and recommendations.

Personalized Marketing

AI is transforming the way marketers approach personalization. Instead of using static segmentation, AI algorithms can analyze customer behavior in real time, providing real-time personalization. For instance, an e-commerce website can analyze a customer's browsing history and offer personalized product recommendations based on their preferences. This can significantly increase the chances of conversion, as customers are more likely to buy products that they are interested in.

Image and Video Recognition

AI is also revolutionizing image and video recognition in marketing. With AI-powered image recognition, marketers can analyze images and videos to identify objects and people, allowing them to target ads more effectively. For instance, an AI algorithm can analyze a customer's social media profile picture and determine their age, gender, and interests, allowing marketers to target them with personalized ads.

In conclusion, AI is revolutionizing the marketing industry by providing businesses with the ability to analyze vast amounts of data and personalize customer experiences. From customer segmentation to personalized marketing, AI is changing the way marketers approach their work. While some may fear that AI will replace human jobs, the truth is that AI is a tool that can help businesses to be more efficient, effective, and customer-focused. By leveraging AI in their marketing efforts, businesses can gain a competitive advantage and stay ahead of the curve.

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