Struggling Product Behind The Trade Desk’s Revenue Woes Angers Buyers and Publishers

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In its February earnings call, The Trade Desk set an ambitious goal to get all its advertiser clients onto a major platform upgrade, Kokai. 

Adoption, to that point, had been sluggish, and the company had taken a financial hit. CEO Jeff Green blamed The Trade Desk’s surprisingly bad fourth quarter earnings—where it didn’t meet revenue expectations for the first time since it went public, causing its share price to tumble 33%—on Kokai’s slower-than-expected rollout.

The company didn’t respond to ADWEEK’s questions about what percentage of clients have moved to Kokai so far, but did say that Kokai is its “most important platform upgrade.”

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1px);--zf-container-color:var(--zephr-color-text-main);--zf-container-bgColor:var(--zephr-color-background-main, transparent);--zf-info-fontSize:14px;--zf-subtext-fontSize:12px;--zf-link-color:#6ba5e9;--zf-input-fontSize:var(--zf-root-fontSize);--zf-input-bgColor:var(--zephr-color-background-main, transparent);--zf-button-fontSize:calc(var(--zephr-button-fontSize, 16) * 1px);--zf-button-color:#fff;--zf-password-valid-color:#7bcb7f;--zf-password-invalid-color:#c4c4c4;--zf-payment-options-fontSize:var(--zf-subtext-fontSize);--zf-payment-options-color:var(--zephr-color-text-main);--zf-payment-options-bgColor:var(--zf-container-bgColor);--zf-payment-options-border:calc(var(--zephr-input-borderWidth) * 1px) solid var(--zephr-input-borderColor);--zf-payment-options-borderRadius:calc(var(--zephr-input-borderRadius) * 1px);--zf-payment-options-highlighted-color:var(--zephr-color-text-main);--zf-payment-options-highlighted-bgColor:var(--zephr-color-accent-main);--zf-payment-summary-fontSize:var(--zf-subtext-fontSize);--zf-payment-summary-color:var(--zephr-color-text-main);--zf-payment-summary-bgColor:var(--zf-input-bgColor);--zf-payment-summary-border:calc(var(--zephr-input-borderWidth) * 1px) solid var(--zephr-input-borderColor);--zf-payment-summary-borderRadius:calc(var(--zephr-input-borderRadius) * 1px);--zf-list-subscriptions-container-maxWidth:630px;--zf-list-subscriptions-container-padding:24px;--zf-list-subscriptions-section-padding:16px 0px;--zf-list-subscriptions-container-border:calc(var(--zephr-input-borderWidth) * 1px) solid var(--zephr-input-borderColor);--zf-list-subscriptions-container-borderRadius:calc(var(--zephr-input-borderRadius) * 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.zephr-form-login-link{ margin-bottom: 0px; } .zephr-form .box-bottom{ margin-bottom: 0px;!important; margin-top: 0px; !important; padding-top: 0px !important; } .inner-box{ border-top-left-radius: 20px !important; border-top-right-radius: 20px !important; border-bottom-left-radius: 20px !important; border-bottom-right-radius: 20px !important; } .box-top{ margin-right: 30px; margin-left: 30px; border-top-left-radius: 20px !important; border-top-right-radius: 20px !important; overflow: hidden; } .box-top:empty { display: none; } .zephr-form-summary{ container border: none; !important } .zephr-payment-form-summary-line-right{ display: flex; align-items: center; margin-right: 0px !important; } .zephr-payment-form-summary-promo-middle{ top: unset !important; } input#zephr-form-promo-code{ background: var(--zf-container-bgColor); } .zephr-payment-form-promo-activate-line span{ font-size: .8rem !important; } #stripe-element{ background: #fff; } input[type='checkbox']{ margin-top: 20px !important; } input[type='checkbox'] + label{ margin-bottom: 0px; } .aw_zephr-form__gdpr-email-solicit-textbox, .aw_zephr-form__gdpr-email-rent-textbox{ text-align: left; margin-bottom: 20px; } label + .zephr-form-custom-text{ border-bottom: 1px solid #cbcbcb; }

https://www.adweek.com/media/the-trade-desks-angers-buyers-publishers/




AI Startup ProRata Now Helps Brands Create and Contextually Serve Ads Across the Web  


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Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass.

AI startup ProRata is unveiling a new ad platform, ProRata Ads, which ditches traditional keyword bidding in favor of prompts to create AI-generated ads.

Advertisers upload brand URLs, creative briefs, and audience descriptions, and ProRata’s large language model (LLM) generates ad variations, allowing advertisers to choose those that best align with their brand’s tone.

But ProRata’s AI doesn’t just create ads—it also decides where they run. The platform scans 50 million articles in its database, placing ads next to content that aligns with the brand’s brief. So a shoe brand can bid on ads that appear on general shoe-related articles, but also on specific content, like performance running or marathon training.

These ads will run across ProRata’s publisher partners, including Time and Fortune, as well as on the startup’s own AI search engine, Gist.ai, alongside relevant queries.

“Ads on the open web must evolve to meet the new user experiences that AI platforms offer,” Mark Howard, Time’s chief operating officer, said in an email statement to ADWEEK. “We see this as a solution for AI to empower a new alignment of messages, interactivity and engagement.”

ProRata scans 50 million articles in its database, placing ads next to content that aligns with the brand’s brief.ProRata

A recent Bain & Company survey of 1,117 people found that 80% now rely on AI-generated results for at least 40% of their searches, slashing organic web traffic by 15% to 25%. Advertisers want in, but the also want ads that convert without the programmatic headache of landing on junky MFA sites.

“This is the future of advertising,” startup ceo, Bill Gross, told ADWEEK. “Without LLM you couldn’t do this at scale”

ProRata’s ad bidding will use a CPC (cost-per-click) model, with a base CPC set at 10 cents.

“As CPMs are being squeezed by untargeted ads, [with relevant ad placement] we can boost publisher revenue by giving them something that’s context sensitive,” Gross said.

After spending the last month testing its ad products with 100 ad partners and 100,000 products, ProRata has seen a nearly 250% increase in click-through rates with contextual matching, outperforming traditional run-of-site ads, said Gross. The company wouldn’t share specifics on its ad partners. ProRata Ads is now opening its ad tools to all brands.

Real-time interactive banner ads

ProRata is also introducing interactive ad banners that let users engage with brands in real time. These AI-powered display ads, which appear on publisher sites, feature a built-in search bar that lets users ask follow-up questions about the brand directly within the ad. The system surfaces relevant answers immediately, creating a more dynamic and engaging ad experience across publisher sites. Startups like Dappier have released interactive banner ad formats as well.

ProRata plans to share user queries from the interactive banners with advertisers, helping them better understand what people are searching for.

ProRata is also rolling out a slider feature, which lets advertisers set the percentage of ad-to-content relevance they want.

Gross sees ProRata Ads as an answer to privacy concerns, offering a way to target audiences without relying on traditional tracking methods.

“We don’t need to cookie you, track your demographics, or analyze your browsing history,” he said. “It’s all about what you’re reading right now. It’s a win-win-win—for readers, who get relevant content; for publishers, who make double the CPM; and for advertisers, who see a much higher ROI.”

https://www.adweek.com/media/ai-prorata-brands-create-contextually-ads/




Daily Wire Welcomes Perplexity to Advertise on The Ben Shapiro Show


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Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass.

For years, right-wing political commentator Ben Shapiro has read out the standard 60-second host-read ad, plugging sponsors with the same no-frills efficiency on his podcast.

But this year, his audience will hear something new: real-time answers verifying claims thanks to AI search engine, Perplexity.

This isn’t your typical ad placement. Instead of a scripted endorsement, Shapiro will integrate Perplexity into podcast The Ben Shapiro Show—hosted on The Daily Wire, the conservative media outlet he co-founded in 2015—using it mid-show to verify claims, dig into cultural topics, and reinforce his signature mantra: facts over feelings.

The deal, structured as an annual partnership for 2025, marks Perplexity’s first native ad integration with a media outlet. Financial details weren’t disclosed. But beyond the ad mechanics, the partnership signals a broader cultural shift: Tech companies, once shy of aligning with right-wing personalities, are increasingly embracing these platforms—reflecting a changing dynamic between Silicon Valley and political media.

Perplexity was among the tech giants, including Google and Meta, present at President Donald Trump’s inauguration in January. It was there that Perplexity’s chief business officer Dmitry Shevelenko met Shapiro for the first time, Shevelenko told ADWEEK.

“Ben very much prides himself on fearlessly pursuing the truth. This was just a good fit,” Shevelenko said.

This isn’t Perplexity’s first foray into advertising—previously, the AI search tool appeared in a Sunday Night Football ad featuring Chargers coach Jim Harbaugh. However, the startup—valued at $9 billion—is taking a different approach with its native ad deal with The Daily Wire. Rather than relying on the traditional sponsored ad format, Perplexity aims to integrate more seamlessly into content, avoiding the typical just another ad feel.

“We always want to have Perplexity be used and it explains itself [in the ad],” Shevelenko said, noting that this deal does not influence answers surfacing on Perplexity.

Welcoming AI despite challenges

The Daily Wire sees the deal with Perplexity as “significant,” the media outlet’s svp of ad revenue, Christine Hoffmann told ADWEEK.

“This would put Perplexity in the range of our top ad partners who are currently spending with The Daily Wire,” Hoffmann said. Neither party commented specifically on the financials of the deal.

Shapiro releases a new episode daily, and Perplexity is expected to be integrated multiple times a week, making an appearance once per show. The podcast surpassed 100 million streams on Spotify in January.

However, as is the case with most AI tools, hallucination can be a concern. While Perplexity provides real-time information, there’s always the possibility of inaccuracies.

Hoffmann noted that Shapiro will use the tool to support discussions but won’t “lean on it in the event it could be misleading.” She added, “If an opportunity exists for something to be incorrect, it’s part of the organic experience.”

Shifting gears to the right

Once wary of aligning with right-wing figures, parts of the tech industry are shifting course, increasingly recognizing the influence of right-leaning leaders, audiences and platforms. Beyond support from figures like Elon Musk, investors Marc Andreessen, and Ben Horowitz have publicly backed Trump. This marks a drastic turn from 2021 when companies scrambled to distance themselves from Trump following the January 6 Capitol riot.

However, Shevelenko said this deal is beyond politics, focusing on the format and nature of Shapiro’s show: a podcast covering current events.

“Trump went on a bunch of podcasts, and it helped him win,” Shevelenko said. “If there’s a lesson from 2024… not choosing to engage with certain types of media, is not good strategy. You need to be where a lot of people are.”

https://www.adweek.com/media/daily-wire-perplexity-ben-shapiro-show/




Politico’s AI Tool Transforms Paywalled Content Into Policy Reports

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Political news publisher Politico unveiled a new artificial intelligence tool on Monday, the Policy Intelligence Assistant, that lets Politico Pro subscribers instantly generate detailed policy reports using data pulled exclusively from Politico reporting and analysis.

“While there are a lot of AI chatbots out there, this is not that,” said Rachel Loeffler, executive vice president and general manager of professional business, North America. 

“This is a generator of millions of pieces of content in minutes for subscribers,” she continued. “In this age of efficiency, the business of government has now a mandate to be as dynamic as possible, and this is the answer to that.”

The innovation comes as news publishers grapple with how to respond to the advent of generative AI. 

Some, like Dotdash Meredith and The Atlantic, have signed licensing deals with prominent AI firms, while others, like The New York Times, have sued AI companies, alleging copyright infringement. Against this backdrop, others are working to integrate AI technology into their existing offerings and experimenting with it to produce cheap content.

“It’s exciting to see publishers harnessing AI to create new products on their own terms,” said L.E.K. Consulting managing director Jeffrey Kaloski. “When used strategically, it becomes a powerful engine for revenue growth, transforming unique data into innovative offerings that open new monetization opportunities.”

Politico’s growing AI suite

The Policy Intelligence Assistant joins a growing suite of AI tools that the publisher has created for subscribers to Politico Pro, whose base plans cost between $12,000 to $15,000 per year. This product is included at no extra cost.

In December 2023, Politico’s parent company, Axel Springer, signed a licensing deal with OpenAI that lets the AI firm scrape and train on the content of its portfolio companies, including Politico. And in January 2024, the publisher unveiled an AI-enabled tool that summarizes the text of legislative bills. 

But the Policy Intelligence Assistant differs from these past ventures in several ways, according to Loeffler. 

First, the December licensing deal only allows OpenAI to scrape Politico’s free, ad-supported content. This new product, created in partnership with the startup Capitol AI, is trained exclusively on Politico Pro reporting and analysis, surfacing information that cannot be found using other gen AI products.

And rather than function as a chat bot or summarization tool, the Policy Intelligence Assistant generates personalized white papers using custom prompts and parameters.

For instance, from the Politico Pro dashboard subscribers can enter a prompt requesting the Policy Intelligence Assistant to compare the executive orders of former President Biden and President Trump on domestic energy policy.

The user can also set other parameters that determine the depth of the report, selecting either two minutes, five minutes, or ten minutes to indicate how long the white paper would take to present.

Citations and making subscribers’ lives easier

The detailed white paper is studded with data inserts that can be exported, and subscribers can edit and annotate its contents.

Like all gen AI, the Policy Intelligence Assistant is susceptible to hallucinations, although the publisher and Capitol AI have experimented with the tool for months to reduce their incidence. 

Whitepapers cite the Politico reporting that it used to compile the document, making it simple for readers to double-check the source material for any given claim. Still, the publisher recommends as a best practice that subscribers read through the report before using it.

The rollout of the tool comes at a particularly auspicious, if completely coincidental time for Politico. In February, as part of President Trump’s broader promise to cut government waste, the White House announced plans to cancel $8 million of Politico Pro subscriptions.

While the debut of Policy Intelligence Assistant has nothing to do with the proposed cancellations—Politico and Capitol AI began working together last fall—the two share overlapping mandates, according to Loeffler.

“It’s a happy coincidence,” Loeffler said. “We are always trying to make our subscribers’ lives easier and more efficient. This tool helps us do both.”

https://www.adweek.com/media/politico-ai-tool-policy-reports/




Google Pushes Trump DOJ to Pull Back Calls to Break Up Company


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Google is hoping that a change in regime leads to a change in its perception as an illegal monopoly in the online search sector by regulators in Washington, D.C.

Sources familiar with the discussions told Bloomberg that Google representatives met with the Department of Justice last week and urged the DOJ to rescind its push to break up the company, citing national security concerns, among their arguments.

“We routinely meet with regulators, including with the DOJ, to discuss this case,” Google communications manager Peter Schottenfels said in a statement shared by Bloomberg. “As we’ve publicly said, we’re concerned that the current proposals would harm the American economy and national security.”

The DOJ, with former President Joe Biden still in office at the time, said in its closing arguments last November in its antitrust lawsuit against Google that Google should be forced to sell off its Chrome web browser. The DOJ also recommended the courts force Google to license data to its competitors, cease payments to Apple and other companies for pre-installing its search engine on devices, and cut back investments in artificial intelligence companies.

Bloomberg noted that the trial is currently in its remedy phase, where the court is in the process of deciding which actions to take, adding that both sides are scheduled to file their final proposals Friday, with a ruling expected in April.

The DOJ’s recommendations will be overseen by Acting Assistant Attorney General for Antitrust Omeed Assefi, Bloomberg reported, as a vote has not yet been scheduled on the confirmation of Gail Slater, President Donald Trump’s appointment for the role.

Google’s move to slash diversity, equity, and inclusion initiatives in February was seen by many as a step to curry favor with the Trump administration.

https://www.adweek.com/media/google-trump-doj-break-up/




Microsoft Lures Brands to Advertise in Chatbot Copilot with New Formats and AI Agents

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Microsoft is blurring the line between search and shopping with new AI-powered ads in its generative AI chatbot, Copilot.

It unveiled several AI ad formats and tools today at its Advertising Accelerate event in the Dominican Republic, including Showroom Ads, an interactive split-screen experience that mimics in-store guidance, and branded AI agents that let brands engage directly in Copilot responses. It also introduced an “ad voice” feature to explain why certain ads appear in response to queries. Currently, Copilot ads are live in English, French, and German, with Spanish and Japanese set to launch this month.

“Copilot ads experience [is a] critical component of how we’re going to evolve our business,” Paul Longo, general manager, AI in Ads, Microsoft Advertising, told ADWEEK.

For advertisers, the shift in search represents both an opportunity and a challenge: the chance to speak to people more conversationally—but also the need to rethink traditional search-driven ad strategies.

And

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.zephr-form-login-link{ margin-bottom: 0px; } .zephr-form .box-bottom{ margin-bottom: 0px;!important; margin-top: 0px; !important; padding-top: 0px !important; } .inner-box{ border-top-left-radius: 20px !important; border-top-right-radius: 20px !important; border-bottom-left-radius: 20px !important; border-bottom-right-radius: 20px !important; } .box-top{ margin-right: 30px; margin-left: 30px; border-top-left-radius: 20px !important; border-top-right-radius: 20px !important; overflow: hidden; } .box-top:empty { display: none; } .zephr-form-summary{ container border: none; !important } .zephr-payment-form-summary-line-right{ display: flex; align-items: center; margin-right: 0px !important; } .zephr-payment-form-summary-promo-middle{ top: unset !important; } input#zephr-form-promo-code{ background: var(--zf-container-bgColor); } .zephr-payment-form-promo-activate-line span{ font-size: .8rem !important; } #stripe-element{ background: #fff; } input[type='checkbox']{ margin-top: 20px 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Amazon’s Latest Tool Automates Big Parts of Buying TV Ads, Vying With Google and The Trade Desk


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Amazon wants a bigger piece of TV ad dollars that are going programmatic.

The company is launching a new tool called Complete TV within its demand-side-platform, Amazon DSP, for advertisers to plan and manage their TV budgets, including linear and streaming deals. 

With Complete TV, advertisers can track their upfront commitments—year-long TV budgets that are allocated across networks and platforms. Amazon is also pitching the tool as a way for advertisers to buy scatter TV inventory—ad space that wasn’t sold during the upfront.

“The current TV advertising landscape is full of inefficient spending, fragmented controls, and TV linear buys are shifting over to programmatic,” Kelly MacLean, VP of Amazon DSP told ADWEEK. “Our goal is to act as a neutral party because we know that these agreements are already transacted between advertisers and publishers—we just want to facilitate that.”

The tool uses artificial intelligence to track the pacing of upfront commitments. And for scatter budgets, Amazon’s AI identifies the best platforms to spend dollars, including its own Prime Video platform as well as other premium publishers. Advertisers upload their audience data from their TV deals, and Amazon DSP recommends where advertisers should spend to reach those audiences across TV and the open web. Amazon also has direct integrations with publishers through its Amazon Publisher Direct team.

Amazon’s tool aims to track metrics like reach and frequency—two metrics that advertisers use to ensure that they’re not targeting the same person watching TV across different devices or networks. In some cases, Amazon has seen that advertisers waste 55% of TV budgets by repeatedly targeting the same person, said MacLean.

Advertisers can also integrate their own measurement partners into Complete TV, MacLean added.

Amazon said that it has beta-tested the tool and it will be available for all advertisers who participate in the upcoming 2025 to 2026 upfront season.

Amazon is incentivizing advertisers to use the tool with low fees. Advertisers who use Complete TV for programmatic guaranteed deals on Amazon’s own properties will not be charged a fee. For programmatic guaranteed deals with other streaming publishers, Amazon charges a 1% fee.

“We recognize that the transition from linear to programmatic is challenging, it’s manual—we can very simply help advertisers understand those cost savings,” MacLean said.

Amazon is hungry for programmatic ad dollars

Adam Epstein, cofounder and CEO of retail media tech firm Gigi, said that Amazon’s new tool takes direct aim at The Trade Desk and Google, who are both aiming to grow the amount of TV inventory that flows through their ad-buying platforms. 

“Amazon’s big bet is to consolidate the DSP for most of their big buyers,” he said. 

Amazon has steadily built out its publisher-focused technology to allow advertisers to buy publishers’ TV ads through Amazon DSP, he said. Epstein suggested that the goal of doing so is to quell advertisers’ concerns that Amazon’s adtech favors buying ads on its own platforms.

But to continue growing the number of advertisers that use Amazon DSP, Amazon needs to appeal to TV advertisers, Epstein said.

“They’re trying to make it as enticing as possible on all fronts for an advertiser to consolidate their spend, specifically around TV commitments,” he said.

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Gen Z Is More Worried About AI Taking Their Jobs Than You Might Think, According to New Study


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It turns out that Gen Z is often just as anxious about artificial intelligence booting them from a job as many other people.

One of the most common assumptions made in corporate America over the last quarter century is that “digital natives”—a term coined by educator Marc Prensky in 2001—are inherently comfortable with digital technology. It’s a logical inference. Almost any discipline one grows up with is easier to master than one learned in adulthood, which gives a natural edge to millennials (born between 1981 and 1996) and Gen Z (born between 1997 and 2012).

But just because young people might be comfortable with technology doesn’t mean they don’t worry about it—especially when it comes to the growing influence of AI.

“Gen Z: Redefining the Future of Work,” a white paper from Netherlands-based Top Employers Institute, draws its insights from interviews with 1,700 people aged 18-17 who live in nine countries on four continents. And while some of its analysis confirms common assumptions about Gen Z’s workplace attitudes (83% of them said employers are responsible for their workers’ mental health, for example), one finding is something of a needle scratch.

For example, while 77% of Gen Zers hoped that AI would “allow them to learn new skills” and 72% said they felt prepared to take advantage of the technology, only 60% thought that AI would have a positive effect on their individual careers. Indeed, a fifth of the young respondents disagreed—somewhat or strongly—that AI would benefit their professional lives.

That disgruntlement was even more pronounced when it came to young workers in media and advertising jobs. Only 50% of them thought that AI “will create new work opportunities for me,” a chilly retort to the common narrative that AI will create new jobs even as it eliminates others.

“What we found in our research was a much more muted outlook,” the paper’s authors state. “This generation recognizes that AI is here to stay, and has some short-term benefits, but [Gen-Z employees] also have some anxiety about how it may impact their lives, and the lives of other employees, in the long-term.”

In a notable wrinkle, Gen-Z wariness over AI was predominantly a western-world phenomenon. Only about half of respondents in the U.K. and the U.S. (50% and 54%, respectively) believed that AI would have a positive effect on their careers. By contrast, in China and India, those figures were 73% and 80%, respectively.

The bifurcated feeling that AI could be a force for good in the workplace even as it threatens individual workers also appeared in a Deloitte paper published last year.

In that study, while 79% of Gen-Z workers who frequently used AI believed in AI’s ability to “improve the way they work” in the future, 78% admitted that AI would eventually force them to “look for job opportunities that are less vulnerable to automation.”

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Cybersecurity Risk Assessment: approcci moderni e metodologie

Il Cybersecurity Risk Assessment rappresenta la pietra angolare per la gestione del rischio informatico in ambienti digitali complessi. In un panorama in continua evoluzione, dove le minacce si perfezionano e si adattano costantemente, diventa fondamentale adottare un approccio metodico e integrato per proteggere dati sensibili e garantire la continuità operativa.

Attraverso l’uso di tecnologie avanzate, sistemi di monitoraggio in tempo reale e algoritmi predittivi basati sull’intelligenza artificiale, è possibile mappare l’intera infrastruttura, identificare le vulnerabilità critiche e attuare controlli mirati in linea con gli standard internazionali e le best practice del settore. Questo processo di valutazione continua trasforma le criticità in opportunità, offrendo un vantaggio competitivo strategico e rafforzando la resilienza dell’organizzazione.

Il processo di Cybersecurity Risk Assessment

L’architettura del processo valutativo del rischio informatico si configura come un sistema multilivello integrato, dove componenti tecniche, organizzative e procedurali si fondono in un ciclo continuo di assessment. Questo approccio sistematico inizia con un’analisi approfondita dell’infrastruttura tecnologica esistente, dove la mappatura topologica della rete costituisce il fondamento essenziale per comprendere l’ambiente operativo dell’organizzazione.

Nel contesto dell’analisi infrastrutturale, particolare attenzione viene dedicata all’identificazione dei percorsi critici e dei potenziali punti di vulnerabilità nella rete. Gli strumenti di network discovery vengono impiegati per creare una rappresentazione dettagliata dell’architettura, evidenziando le interconnessioni tra i diversi segmenti e le zone di sicurezza implementate. Questa fase comprende anche un’attenta valutazione dei protocolli di routing e switching, elementi cruciali per garantire la resilienza dell’infrastruttura.

La categorizzazione degli asset aziendali rappresenta un passaggio fondamentale nel processo valutativo. Ogni risorsa viene classificata secondo criteri di criticità e sensitività dei dati gestiti, considerando non solo gli aspetti tecnologici ma anche il valore strategico per l’organizzazione. Le dipendenze applicative e i flussi di dati vengono mappati con precisione, prestando particolare attenzione ai sistemi legacy e alle tecnologie che potrebbero presentare vulnerabilità intrinseche.

L’intelligence sulle minacce cyber costituisce il secondo pilastro del processo valutativo. L’integrazione con feed OSINT e l’analisi dei report provenienti dalle organizzazioni di settore permettono di mantenere una visione aggiornata del panorama delle minacce. Il threat modeling avanzato si avvale della metodologia STRIDE e del framework MITRE ATT&CK per sviluppare scenari di attacco contestualizzati alla realtà aziendale. Questo approccio permette di comprendere non solo le vulnerabilità tecniche, ma anche le tattiche, le tecniche e le procedure utilizzate dagli attori malevoli.

Il continuous monitoring rappresenta un elemento distintivo del processo moderno di valutazione del rischio. L’implementazione di sistemi SIEM, soluzioni EDR/XDR e strumenti di network behavior analysis consente un monitoraggio costante dell’ambiente operativo. La definizione di Key Risk Indicators specifici per dominio facilita la valutazione continua della postura di sicurezza, mentre dashboard interattive forniscono una visione real-time dello stato del sistema.

L’analisi predittiva costituisce un’innovazione significativa nel processo valutativo. L’utilizzo di modelli statistici avanzati e algoritmi di machine learning permette di identificare pattern anomali e prevedere potenziali rischi prima che si materializzino. Questa capacità predittiva viene potenziata dall’integrazione di sistemi di early warning e dalla correlazione avanzata degli eventi di sicurezza.

L’automazione e l’orchestrazione giocano un ruolo cruciale nell’efficacia del processo valutativo. La raccolta dati viene ottimizzata attraverso connector personalizzati e processi ETL che garantiscono la normalizzazione e la qualità delle informazioni. Workflow automatizzati e playbook di risposta permettono una gestione efficiente delle minacce identificate, mentre l’integrazione con sistemi di orchestrazione della sicurezza assicura una risposta coordinata agli incidenti.

Il controllo qualità permea l’intero processo attraverso meccanismi di validazione specifici. I dati raccolti vengono sottoposti a rigorosi controlli di completezza e accuratezza, mentre le fonti di intelligence vengono costantemente validate per garantirne l’affidabilità. Le analisi prodotte sono soggette a peer review, e l’efficacia delle misure di mitigazione proposte viene verificata attraverso test specifici.

La reportistica assume un ruolo strategico nel processo di valutazione, con l’implementazione di framework standardizzati che garantiscono coerenza e completezza nella comunicazione dei risultati. I workflow automatizzati per la generazione dei report si integrano con sistemi di ticketing e incident management, assicurando una gestione efficiente delle escalation basata su soglie predefinite.

Questa strutturazione metodologica del processo di Cybersecurity Risk Assessment consente alle organizzazioni di mantenere una visione comprensiva e accurata del proprio profilo di rischio. L’approccio integrato, che combina elementi tecnici, procedurali e organizzativi, fornisce le basi per l’implementazione di strategie di mitigazione efficaci e proporzionate alle minacce identificate. La continua evoluzione del panorama delle minacce cyber richiede un processo valutativo dinamico e adattivo, capace di evolvere in parallelo con le nuove sfide alla sicurezza informatica.

Cybersecurity Risk Assessment: metriche e indicatori

Nel contesto del Cybersecurity Risk Assessment, l’implementazione di un sistema robusto di metriche e indicatori rappresenta un elemento fondamentale per trasformare l’analisi qualitativa in una valutazione quantitativa accurata e actionable. La metodologia di scoring del rischio si basa su algoritmi complessi che integrano molteplici variabili, ciascuna pesata secondo la sua rilevanza nel contesto organizzativo specifico.

I moderni sistemi di scoring implementano funzioni matematiche avanzate che considerano la probabilità di occorrenza degli eventi avversi, moltiplicata per l’impatto potenziale e modulata da fattori di contesto specifici. La formula base R = P x I viene arricchita con coefficienti che tengono conto della maturità dei controlli implementati (Cm) e della velocità di propagazione della minaccia (Vt), generando un indice composito più accurato: R = (P x I x Vt) / Cm.

L’impatto viene quantificato attraverso una metodologia multi-dimensionale che considera le ripercussioni finanziarie dirette, i danni reputazionali e gli effetti operativi. Gli analisti sviluppano matrici di correlazione tra diverse tipologie di incidenti e le loro conseguenze, utilizzando dati storici e modelli predittivi per stimare l’entità delle perdite potenziali. Particolare attenzione viene dedicata all’analisi degli effetti a cascata, dove un singolo incidente può propagarsi attraverso l’infrastruttura tecnologica generando impatti secondari significativi.

La misurazione dell’efficacia dei controlli implementati richiede l’adozione di metriche specifiche che valutano sia l’aspetto preventivo che quello detective. Il Mean Time To Detect (MTTD) e il Mean Time To Respond (MTTR) forniscono indicazioni preziose sulla capacità dell’organizzazione di identificare e contenere le minacce. Questi parametri vengono integrati con metriche di copertura che valutano la percentuale di asset protetti rispetto al totale e l’efficacia delle soluzioni implementate attraverso test di penetrazione periodici e vulnerability assessment.

L’implementazione di Key Performance Indicator (KPI) dedicati alla sicurezza permette di monitorare costantemente lo stato della postura difensiva. Il Security Posture Index (SPI) rappresenta una metrica composita che integra diversi parametri: il livello di patch management, la conformità delle configurazioni alle baseline di sicurezza, la copertura delle soluzioni di monitoring e l’efficacia dei controlli di accesso. Questo indice viene calcolato attraverso una formula ponderata che assegna pesi differenti ai vari componenti in base alla loro criticità.

La gestione dinamica del rischio richiede l’implementazione di sistemi di threshold management che definiscono soglie di accettabilità per ogni metrica monitorata. Queste soglie non sono statiche ma vengono periodicamente riviste in base all’evoluzione del panorama delle minacce e ai cambiamenti nell’infrastruttura tecnologica. L’approccio adaptive thresholding utilizza algoritmi di machine learning per identificare pattern anomali e aggiustare automaticamente i livelli di allerta.

Il framework di metriche include anche indicatori predittivi che anticipano potenziali incrementi nel livello di rischio. Il Risk Velocity Index (RVI) misura la velocità con cui nuove vulnerabilità vengono scoperte e potenzialmente sfruttate, mentre il Threat Intelligence Score (TIS) quantifica l’intensità delle minacce specifiche per il settore di appartenenza dell’organizzazione. Questi indicatori vengono combinati per generare un Early Warning Score (EWS) che supporta il processo decisionale nella pianificazione delle strategie di mitigazione.

L’efficacia complessiva del sistema di metriche viene essa stessa misurata attraverso indicatori meta-analitici che valutano l’accuratezza delle previsioni e la tempestività degli alert generati. Il Prediction Accuracy Score (PAS) confronta le previsioni di rischio con gli incidenti effettivamente verificatisi, mentre il Detection Efficiency Index (DEI) misura il rapporto tra alert significativi e falsi positivi.

La visualizzazione e il reporting delle metriche rappresentano un aspetto cruciale per la loro effettiva utilizzabilità. Dashboard interattive permettono di navigare attraverso diversi livelli di dettaglio, dal quadro strategico complessivo fino all’analisi granulare dei singoli indicatori. Il sistema di reporting implementa logiche di aggregazione che consentono di presentare le informazioni in modo differenziato per diversi stakeholder, dal board esecutivo ai team operativi.

L’evoluzione continua del panorama delle minacce richiede un approccio dinamico alla gestione delle metriche. Il framework viene periodicamente rivisto e aggiornato per incorporare nuovi indicatori rilevanti e rimuovere quelli obsoleti. Questo processo di continuous improvement si basa su un’analisi retrospettiva dell’efficacia delle metriche e sulla loro capacità di supportare efficacemente il processo decisionale nella gestione del rischio informatico.

Framework e Standard Internazionali per la Sicurezza Informatica

Nel panorama della sicurezza informatica, l’adozione di framework e standard internazionali rappresenta un elemento fondamentale per garantire un approccio strutturato e verificabile alla gestione del rischio. Il National Institute of Standards and Technology (NIST) ha sviluppato un Cybersecurity Framework che costituisce un riferimento metodologico essenziale, articolato in cinque funzioni fondamentali: identificare, proteggere, rilevare, rispondere e recuperare. Questo modello si distingue per la sua flessibilità implementativa e per la capacità di adattarsi a organizzazioni di diverse dimensioni e complessità.

La struttura del NIST Cybersecurity Framework si caratterizza per un approccio basato sul rischio che permette alle organizzazioni di calibrare gli investimenti in sicurezza in base al proprio profilo di rischio specifico. Le categorie e sottocategorie definite dal framework forniscono un linguaggio comune per la comunicazione dei requisiti di sicurezza tra diverse parti interessate, facilitando la collaborazione e l’allineamento degli obiettivi di protezione.

Lo standard ISO/IEC 27001 introduce un sistema di gestione della sicurezza delle informazioni (SGSI) che si fonda su un ciclo di miglioramento continuo. L’approccio Process-Based Assessment definito dalla norma richiede l’implementazione di controlli specifici selezionati attraverso un’analisi approfondita del contesto organizzativo e dei rischi associati. La peculiarità di questo standard risiede nella sua capacità di integrare la sicurezza informatica nei processi di business, promuovendo una visione olistica della protezione delle informazioni.

Il processo di certificazione ISO 27001 prevede una valutazione rigorosa della maturità dei controlli implementati, basata su evidenze oggettive e verificabili. L’impostazione risk-based thinking introdotta dalla norma permette di sviluppare strategie di protezione proporzionate e contestualizzate, evitando approcci generalisti che potrebbero risultare inefficaci o eccessivamente onerosi.

I CIS Controls rappresentano un framework pragmatico che identifica venti controlli di sicurezza prioritari, organizzati in tre categorie di implementazione progressive. Questi controlli sono stati sviluppati attraverso un processo di consensus che ha coinvolto esperti di sicurezza globali, sintetizzando le migliori pratiche di difesa contro le minacce cyber più comuni. La loro efficacia è dimostrata dalla capacità di prevenire fino all’85% degli attacchi più diffusi quando implementati correttamente.

L’implementazione dei CIS Controls segue una metodologia defense-in-depth che parte dai controlli base, essenziali per qualsiasi organizzazione, per arrivare a misure di sicurezza avanzate. Questa stratificazione permette una pianificazione graduale degli investimenti in sicurezza, prioritizzando le iniziative con il maggior impatto sulla riduzione del rischio.

Le metodologie di compliance si sono evolute verso un approccio integrato che considera le sovrapposizioni tra diversi standard. Il concetto di Unified Compliance Framework emerge come soluzione per gestire requisiti multipli attraverso un insieme coordinato di controlli. Questo approccio riduce la duplicazione degli sforzi e ottimizza le risorse necessarie per mantenere la conformità con diverse normative e standard.

L’implementazione pratica richiede una mappatura dettagliata dei controlli comuni tra i vari framework, supportata da strumenti di governance, risk e compliance (GRC) che automatizzano il monitoraggio e la reportistica. La definizione di policy e procedure deve considerare i requisiti specifici di ogni standard applicabile, mantenendo al contempo una coerenza complessiva nel sistema di gestione della sicurezza.

Le best practice di settore si sono consolidate attorno al concetto di “security by design“, che integra i requisiti di sicurezza fin dalle fasi iniziali di progettazione di sistemi e servizi. L’approccio Zero Trust emerge come paradigma fondamentale, sostituendo il tradizionale modello perimetrale con un sistema di verifica continua dell’identità e dell’autorizzazione degli accessi.

Il monitoraggio continuo della conformità richiede l’implementazione di processi automatizzati di assessment che verificano costantemente l’allineamento con i requisiti degli standard adottati. Strumenti di continuous compliance monitoring permettono di identificare tempestivamente eventuali deviazioni e attivare azioni correttive prima che queste possano tradursi in vulnerabilità significative.

L’evoluzione degli standard internazionali riflette la necessità di adattarsi a un panorama di minacce in continua evoluzione. Le revisioni periodiche dei framework incorporano nuove best practice emergenti e considerazioni su tecnologie innovative come il cloud computing, l’Internet of Things e l’intelligenza artificiale. La capacità di mantenere un equilibrio tra standardizzazione e flessibilità rappresenta una sfida cruciale per l’efficacia continuativa di questi framework nel supportare la sicurezza delle organizzazioni moderne.

L’Intelligenza Artificiale nel Cybersecurity Risk Assessment

L’integrazione dell’intelligenza artificiale nei processi di Cybersecurity Risk Assessment rappresenta una svolta metodologica significativa nel campo della cybersecurity. L’approccio tradizionale, basato su analisi statiche e regole predefinite, viene superato da sistemi dinamici capaci di apprendere e adattarsi all’evoluzione delle minacce. I modelli predittivi basati su reti neurali profonde analizzano enormi quantità di dati storici sugli incidenti di sicurezza, identificando pattern complessi e correlazioni non evidenti attraverso metodologie tradizionali.

Nel contesto della previsione delle minacce, gli algoritmi di deep learning implementano architetture sofisticate che processano simultaneamente diverse tipologie di input: log di sistema, traffico di rete, indicatori di compromissione e feed di threat intelligence. Questi sistemi costruiscono rappresentazioni multidimensionali del rischio, dove ogni dimensione corrisponde a un particolare aspetto della sicurezza aziendale. La capacità di processare e correlare informazioni eterogenee permette di anticipare potenziali vettori di attacco prima che questi vengano effettivamente sfruttati.

L’automazione dell’analisi del rischio attraverso sistemi cognitivi ha rivoluzionato la velocità e l’accuratezza delle valutazioni. Gli algoritmi di Natural Language Processing analizzano report di sicurezza, bollettini tecnici e discussioni sui forum specializzati per estrarre automaticamente informazioni rilevanti su nuove vulnerabilità e tecniche di attacco. Questa capacità di processare fonti non strutturate arricchisce significativamente la base di conoscenza utilizzata per le valutazioni, incorporando anche insight qualitativi difficilmente quantificabili attraverso approcci tradizionali.

Le tecniche di machine learning supervisionato trovano applicazione particolare nella classificazione automatica degli incidenti di sicurezza. Algoritmi come Support Vector Machines e Random Forest vengono addestrati su dataset storici di incidenti classificati per costruire modelli predittivi accurati. Questi sistemi non solo categorizzano gli eventi in tempo reale ma assegnano anche score di rischio basati sulla similarità con pattern di attacco noti, permettendo una prioritizzazione efficace delle risorse di risposta.

L’apprendimento non supervisionato rivela il suo potenziale nell’identificazione di anomalie comportamentali. Le reti neurali autoencoder, ad esempio, costruiscono modelli del comportamento normale dei sistemi e delle reti, identificando deviazioni significative che potrebbero indicare attività malevole. Questa capacità di rilevare anomalie subtle, difficilmente individuabili attraverso regole statiche, risulta particolarmente preziosa nella difesa contro minacce avanzate e persistenti.

Nel campo della detection delle minacce, i sistemi di intelligenza artificiale implementano approcci ibridi che combinano diverse tecniche di apprendimento. Le architetture ensemble integrano classificatori specializzati per differenti tipologie di minacce, mentre meccanismi di voting pesato combinano le loro predizioni per ridurre i falsi positivi. L’implementazione di tecniche di active learning permette inoltre di raffinare continuamente i modelli incorporando il feedback degli analisti di sicurezza.

L’applicazione pratica di questi sistemi si concretizza in diversi scenari operativi. Nel contesto della protezione delle infrastrutture critiche, i modelli predittivi analizzano in tempo reale i dati provenienti da sensori industriali e sistemi SCADA per identificare potenziali compromissioni. Nel settore finanziario, algoritmi specializzati processano pattern di transazioni per individuare attività fraudolente, mentre nel campo della protezione degli endpoint, sistemi cognitivi analizzano il comportamento dei processi per identificare malware precedentemente sconosciuto.

La gestione dinamica delle politiche di sicurezza beneficia particolarmente dell’approccio basato su intelligenza artificiale. Sistemi di reinforcement learning ottimizzano continuamente le configurazioni di sicurezza in base all’evoluzione delle minacce e al comportamento degli utenti legittimi. Questi sistemi adattivi bilanciano efficacemente le esigenze di sicurezza con la necessità di mantenere l’operatività aziendale, implementando controlli proporzionati al rischio effettivo.

L’evoluzione delle tecniche di adversarial machine learning ha portato allo sviluppo di modelli robusti contro tentativi di evasione e poisoning. Tecniche avanzate di feature engineering e data augmentation vengono impiegate per migliorare la resilienza dei sistemi di detection, mentre approcci basati su ensemble diversity riducono la vulnerabilità a attacchi mirati contro specifici modelli.

L’integrazione di questi sistemi avanzati richiede un’infrastruttura tecnologica adeguata e competenze specialistiche per la gestione e il monitoraggio dei modelli. La sfida principale risiede nella capacità di mantenere l’accuratezza predittiva in un contesto di minacce in rapida evoluzione, richiedendo processi continui di riaddestramento e validazione. Nonostante queste complessità, l’adozione di approcci basati su intelligenza artificiale rappresenta ormai una necessità imprescindibile per organizzazioni che intendono mantenere un’efficace postura di sicurezza nel panorama attuale delle minacce cyber.

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Under Armour Taps Estée Lauder Exec to Lead AI and Analytics


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Under Armour has tapped Liz Bacelar, former executive director of global tech innovation at Estée Lauder, as its new head of AI and advanced analytics.

Bacelar’s role is to “fuel an era of generative AI for our organization”, the company confirmed with ADWEEK. Bacelar is responsible for assembling a team of data scientists, engineers, and AI specialists to integrate gen AI deeper into Under Armour’s operations.

Bacelar most recently spent four years at Estée Lauder, where she was tasked with directing a research and insights team that provided analytics reports and briefings on industry trends, emerging technologies, and innovative digital experiences.

She created global innovation competitions, including two AI Ideathons with more than 700 participants and a competition for the online division with more than 200 startups. She also worked with Microsoft to launch an AI Lab, and spearheaded AI training for 500 employees across five departments.

Bacelar led the development of Estée Lauder’s first NFT and Metaverse projects, including Clinique’s Metaoptimist NFT.

Under Armour’s hire comes after the brand saw backlash from a 60-second ad last year created with AI that featured British boxer Anthony Joshua. The ad was criticized for seemingly reusing others’ work without credit.

Elsewhere, sports brands like Puma are also leaning into gen AI, using it to interact with consumers and enhance digital customer engagement.

Under Armour declined to outline the full scope of its AI strategy, but Bacelar’s appointment suggests the brand sees gen AI as a key part of its future.

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