Tag Archives: digital transformation

What’s On The Line For Malaysia With Telecoms DNS Security

Digital transformation is expected to have the single biggest impact on Malaysia’s economy in the near future, contributing at least 20% to the country’s GDP by 2020. But what does this mean for Malaysia’s telecom industry – and its consumers?

Thanks to the government’s sustained investment in telecommunications infrastructure over the last 20 years, Malaysians are now more connected than ever – through social media networks, mobile and other digital services – with broadband penetration approaching 90%, according to the Malaysian Communications and Multimedia Commission (MCMC). The telecommunications industry has been the biggest beneficiary of this investment. Today, Axiata Group, Malaysia’s largest telecommunications company, has over 350 million subscribers across multiple Asian countries.

On the other hand, growth in connectivity has also spurred an increase in cyber attacks. While Malaysia ranks 3rd in the 2017 Global Cybersecurity Index (GCI), a Microsoft survey estimates that economic costs to the Malaysian economy due to cyber attacks can reach as high as US$12.2 billion.

A common target for cyber-criminals is the Domain Name System (DNS)– a first line of protection for a company’s network. Businesses that are targeted face the prospects of lost revenue as well as reputational damage due to breaches of customer trust. The consequences are perhaps most damaging for the telecom industry; EfficientIP’s 2018 DNS Threat Report found that the telecom industry had the most sensitive customer information stolen across all sectors from DNS attacks, with nearly a third of companies in Asia-Pacific becoming victims of data theft.

Following DNS attacks, Malaysian political party websites went down on the day of last year’s general election. In response, Malaysia’s National Cyber Security Agency (NACSA) issued an advisory to all government and private organizations that improving their network security is critically important in safeguarding the continued growth of the digital economy. At around the same time, the Malaysian Digital Economy Corporation partnered with the Axiata Group to develop greater capabilities for Malaysia’s cybersecurity industry.

While EfficientIP’s report found that the rate of DNS attacks is steadily on the rise, the news isn’t all bleak – many telecom companies already monitor and analyze DNS traffic in real time to detect data exfiltration attempts. Businesses can further improve their cybersecurity capabilities by adopting simple measures such as optimizing IT infrastructures with high-performance DNS servers and decentralizing the DNS architecture. These measures build resiliency to withstand attacks and more often than not, also improve the user experience.

At this critical juncture point in Malaysia’s development, the telecom industry has a critical role to play in ensuring the continuity and success of the nation’s digital transformation. The challenges being faced are high and the stakes are even higher – but such challenges can be overcome and safeguarded with a holistic approach to cybersecurity, starting with DNS.

Digital Transparency: Peeling the Programmatic Onion

A new survey from the ANA looking at how marketers are conducting their programmatic media buying, revealed that 85% of marketers are currently conducting programmatic initiatives, either in-house or with an agency. However, more than a third of respondents (35%) have reduced the role of their external agencies over the past year as a result of the expansion of their in-house programmatic media buying capabilities. This is a notable increase from a 2016 study that found only 14% of marketers in-housing programmatic.

Other key findings to emerge from the study included:

  • 78% of marketers are “concerned, or very concerned about brand safety and programmatic.”
  • Only 40% of marketers are comfortable with “the level of transparency about their programmatic media investments” with “hidden costs” a particular concern.
  • “Better audience targeting”, “building audience reach”, and “real-time optimization” were the top three cited benefits among marketers that opted to in-house.

It seems overall, transparency in programmatic is on the rise and non-disclosed models are in decline. But what is true transparency in programmatic?

The Programmatic Onion – Layers of Programmatic Transparency

the programmatic onion

Previously in programmatic, all the above layers of cost would be bundled into a CPM, CPA or CPC – for example, an advertiser would book a campaign with an agency or trading desk at $4 CPM with a minimum spend of $50k per month and all of the operating costs are covered.

Now, slowly, the costs are being unbundled from top to bottom of the programmatic supply chain as we peel back the layers of the programmatic onion. During this unbundling process, some of the people, contracts and relationships are shifting from 3rd parties and into advertisers themselves.

Not every marketer needs or wants to peel the onion. Outcomes based marketing is well suited to many, and certainly simplifies a complex ecosystem. But for many marketers, it seems there is an emerging need for transparency at every step of the supply chain, and a perception that this transparency can be better facilitated through direct relationships with publishers and tech.

Peeling the programmatic onion is a crucial exercise in transparency for our industry, an opportunity for agencies, tech vendors and publishers to build trust, and a key part of building spend in digital channels outside the Duopoly.

PWC Digital IQ study reveals appetite for change from the top

The latest PWC Digital IQ study shows that Asia CEOs lead the way on Digital. There is however concern on the ability of businesses in Asia to deliver transformational Digital strategies top to bottom. Continue reading PWC Digital IQ study reveals appetite for change from the top