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Amazon has opted out of Phorm's controversial targeted advertising technology, delivering a serious blow to the UK-listed company which has already prompted a European commission legal action against the British government. Phorm's technology, which is yet to be launched in the UK, allows ISPs to track their customers' activity on the internet in order to target adverts on pages they subsequently visit. Amazon's absence from Phorm's Webwise system deprives the company of the second most visited destination, after eBay.co.uk, among shopping and classified websites in the UK, according to data from Hitwise. It means Phorm will not have access to crucial information about what Amazon users are interested in. Last month the Open Rights Group, privacy campaigners, sent a letter to nine of the internet's biggest names, including Amazon, Google, Bebo, Facebook and Yahoo, asking them to opt out of Phorm's technology "to protect your users' privacy". Google and Bebo are actively considering whether to opt out and a spokesman for Amazon said the company has now removed all its domain names - including Amazon.com - from Webwise. A spokesman for Phorm said the company does not comment on individual cases but the it is understood to be planning a meeting with Amazon's management to explain the benefits of the Webwise system.

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"Identity theft can happen to anyone," is the frequent refrain of government and advocacy groups warning consumers about bank fraud. What they don't add: The crime is far more likely when that "anyone" is a woman. A study released Monday by the fraud-tracking firm Javelin Research showed that women are 26% more likely than men to be the victims of identity theft. While 3.8% of men had their banking details stolen and used for fraud in the last year, 4.8% of women were victimized. And women took far longer on average to discover their financial identities had been compromised, leading to far greater risk of repeat fraud: Women took 83 days to detect they'd been targeted, compared with 45 days for men. The growing reason behind this disparity, argues Javelin President James Van Dyke, is an often-misunderstood trend: Digital commerce is making identity theft harder, rather than easier. Because men are statistically more likely than women to adopt newer technologies such as online banking and shopping, they more often have the benefit of high-tech safeguards, Van Dyke says. Women, because of their lesser use of Web banking and sales, suffer from more old-fashioned fraud caused by stolen credit cards or retail employees, he says. Fifty-eight percent of women, for instance, have never banked online, compared with 55% of men, according to Javelin's study. That means women are less likely to sign up for fraud protection programs like text message or e-mail alerts that warn of abnormal transactions. Twenty-three percent of men use e-mail alerts, compared with 15% of women; 8% of men receive text message warnings, compared with just 3% of women.

Social networking phenomenon Facebook has beaten out arch-rival and former market leader MySpace by most measures of popularity, except the one that pays the bills. While Facebook has outpaced MySpace in bringing in members - it has 175 million active users at the latest count, compared with around 130 million for MySpace - it has struggled make money from them. While MySpace is closing in on $1 billion in revenues, Facebook generated less than $300 million in sales last year, reports say. Indeed, Facebook's efforts to drum up revenue have led to it repeatedly becoming the target of some of the biggest online privacy protests on the Web. Its most recent fight earlier this month followed Facebook's attempt to redefine its own rules and assert ownership over anything its members posted on the site. The company has since backed off and is rethinking its policies. Why hasn't Facebook benefited from the vaunted "network effect" that makes such services more valuable the more its adds members and connections between them? After all, Facebook is spreading quickly in nearly 100 languages, while MySpace has focused on the United States and five other markets where Web advertising flourishes. The answer may lie in the origins of the five-year-old site started by then Harvard University student Mark Zuckerberg. Its appeal at the outset was that it was a place where users could share tidbits of their personal lives with selected friends and acquaintances. This blurred the distinction between a private space and a public one. MySpace is more explicitly a public place where friends hang out in the equivalent of a cafe or a club and the aim is often to meet new people. Most of all, MySpace is a place to share music with other fans.

To address important consumer privacy concerns associated with online behavioral advertising, the staff of the Federal Trade Commission today released a set of proposed principles to guide the development of self-regulation in this evolving area. Behavioral advertising is the tracking of a consumer's activities online - including the searches the consumer has conducted, the Web pages visited, and the content viewed - in order to deliver advertising targeted to the individual consumer"s interests. For more than a decade, the FTC has engaged in investigation, law enforcement, studies, and other privacy developments to protect consumers' privacy online. Concepts used to develop the principles emerged from the agency's longstanding privacy program and, more recently, from two conferences hosted by the FTC. In the fall of 2006, a three-day public hearing, "Protecting Consumers in the Next Tech-ade," examined technology developments that could raise consumer protection policy issues, including privacy, over the next decade. This past November, building on the Tech-ade hearings, the FTC hosted a Town Hall entitled "Ehavioral Advertising: Tracking, Targeting, and Technology," to focus in on privacy issues raised by behavioral advertising. "The purpose of this proposal is to encourage more meaningful and enforceable self-regulation to address the privacy concerns raised with respect to behavioral advertising. In developing the principles, FTC staff was mindful of the need to maintain vigorous competition in online advertising as well as the importance of accommodating the wide variety of business models that exist in this area," according to its proposal "Behavioral Advertising: Moving the Discussion Forward to Possible Self-Regulatory Principles." The proposal states that behavioral advertising provides benefits to consumers in the form of free content and personalized advertising but notes that this practice is largely invisible and unknown to consumers. To address the

A health care industry coalition on Monday released a prescriptive security framework that organizations can use to safeguard patient records as they increasingly move online. The framework, released by the Health Information Trust Alliance (HITRUST) -- which represents health care providers, pharmacies, insurers, biotech firms and medical device manufacturers -- is based on well-known standards such as COBIT, NIST and ISO 270001. But this is the first benchmark developed specifically for protecting health data. "It's tailored to protecting health information right out of the gate," Michael Wilson, vice president and chief information security officer of McKesson, the largest U.S. pharmaceutical distributor, told SCMagazineUS.com on Monday. "It's just a different sort of data. It's still structured [like other verticals], but there's a lot more of it in health care." The framework was created to improve adoption rates with regulations such as the Health Insurance Portability and Accountability Act (HIPAA) and increase patient confidence in the security of their information. It also arrives on the heels of the new $787 billion economic stimulus bill, about $20 billion of which is earmarked to encourage health care organizations to adopt electronic health records as a way to reduce the number of medical errors and save money. The stimulus bill, in itself, contains srict privacy and security regulations for patient information. The standards took about 18 months to devise and can be implemented by organizations of any size, according to HITRUST. "2009 will be a turning point for information security in the health care industry, when organizations will begin implementing the framework...and create a cascading effect that will impact and benefit the entire health care ecosystem," Daniel Nutkis, CEO of HITRUST, said in news release. Wilson said the framework also will enable companies such as McKesson to show their customers and business partners that they are taki

IT security typically has been deemed one of those services best provided in-house. But the stigma attached to outsourcing security and Security as a Service -- namely that an outsider does not know your company well enough to protect it -- may be falling away, as businesses look for more ways to cut costs. Certainly, some heavy-hitter providers believe attitudes are changing. This month, McAfee Inc. announced its new SaaS Security Business Unit. Headed by former Hewlett-Packard Co. SaaS executive Marc Olesen, the unit will oversee all McAfee products delivered over the Internet, including security scanning services, Web and email security services and remote managed host-based security software and hardware. Meanwhile, last April, IBM launched some hosted and managed services that it says help midsized businesses better manage risk and improve the security of their IT systems, all while offering cost savings over traditional products. Indeed, much of IBM's security strategy during the next 24 months will focus on moving security technologies into the cloud and expanding its managed services offerings, said Jason Hilling, an enterprise services business line executive with IBM Internet Security Systems. That includes providing some hosted implementations of technologies that once were located only at the customer premises. "Because the economy is struggling, I think there will be enough excitement in the marketplace over the cost benefits of Security as a Service that we are going to see a much higher degree of willingness to look at it as a real viable option," Hilling said. Hilling contended that a midmarket company with between 500 and 700 employees can realize costs savings from 35% to upwards of 60% by doing security as a managed service. Savings diminish as the deployment gets larger and more complicated, and the costs of managed services escalate. Yet outsourcing security is not just about cost. The world is becoming very hostile, said Sadik Al-Abdulla,

We all like to think our privacy is absolute. But if your job involves working across borders, you'll want to talk about privacy as a matter of degree rather than as an uncompromising right. Why? Not only do you want to be seen as someone who can get things done globally, but you also may personally want to be part of advancing social objectives that are arguably as important as privacy. Have you ever had to re-architect your global rollout of PeopleSoft or Lawson because of European Union privacy concerns? Or adjust how your company offers technical support to medical products sold in Europe? Have you ever been part of acquiring a failing European company where the privacy of employee data was a final sticking point? If you've seen projects with obvious social benefit get held up by seemingly minor data-related questions, then you might have been running up against this notion of "nothing trumps privacy." It's a popular idea. The half-billion people of Europe do view privacy as a human right. And they're not the only ones. As one of the first acts of the UN, Eleanor Roosevelt and the U.S. delegation in 1948 lobbied for the global adoption of the Universal Declaration of Human Rights(UNDHR), whose Article 12 states, "No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to attacks upon his honour and reputation." With Europe and the UN using absolute-sounding language to describe a right to privacy, it's no wonder we have all of these delayed and downsized corporate projects. People are legitimately concerned about our sometimes reckless march into the Information Age, and they want to put some brakes on it. But does privacy trump all foes? I can think of at least six other equally important social objectives that regularly put limits on privacy: 1. Personal health. We all want to stay healthy - even when we lose the ability to communicate and give consent. Emergency-room personnel need access t

Online fraud is a $4 billion dollar a year industry. It grows as the unemployment rate increases and the jobless attempt to earn a living through whatever means necessary. Meanwhile, the Internet's footprint on the global economy and culture becomes larger every day. The expansion of fraud and the identification of this risk will create more jobs in the fields of compliance, risk management, and best practices. Who will fill these positions? For many companies looking to take action, the initial move will be to consolidate roles. Individuals in areas such as sales and marketing will absorb fraud identification, reporting, and prevention responsibilities. This will prove to be ineffective for the following reasons: 1. The sales and marketing staffs are not trained to identify fraud and they cannot keep up with the ever-changing tactics. 2. Associates are conflicted when faced with a fraud incident. They are not motivated to report fraud and their compensation structure dissuades them from reporting incidents. 3. Business goals are not aligned appropriately, which naturally moved fraud last on the priority list for the associates assigned the additional responsibilities. 4. While the internal attempt is made, no time is spent on partner due diligence and monitoring. Organizations will benefit in the long term by hiring dedicated staff. This tactic is one component of my company's Best Practice approach to doing business. My dedicated team helped realign business goals and create a culture that now embraces a higher set of standards and expectations. Staffing and training were the largest challenges I have faced in the last year. The positions were new, the skill set was specific, and as a result we received a dichotomous set of resumes. Applicants with online marketing experience had little to no experience with fraud, or they came from companies where more unscrupulous methods were used, and I was not confident those habits would be easily kicked. The app

The dark figure of fraud drove the development of best practices at Memolink. I harnessed the fear of the unknown and used basic change management to gather support internally. I knew the approach would indefinitely change how we did business and alter our company's culture. Like many dot coms, my company has an entrepreneurial spirit, and like not-so-many dot coms, we have been in business for 15 years. The culture is well established and the work we do is exciting and fun. Would a company with an innovative and "don't-box-me-in" mentality openly receive a new set of standards and expectations? The implementation of the Best Practice approach required two important change management tactics: consistent messaging and constant and varied communication. It was not enough to tell associates that the proposed transition, which included separating processes that traditionally had been managed by a sales team, would benefit the company in the long term. The main component of the message had to be the "What's in it for me?" value proposition. At the time, the sales associates had nothing to gain, and, in fact, they would lose commission. For example, when my department rolled out the Best Practice approach to partner vetting, fewer partners would meet the standard and be accepted, which meant incremental commission loss for the sales team. Money matters create major stress and tension, so it was important that this conflict be addressed early in the implementation process. Management responded by restructuring commissions so that employee motivations were aligned with business goals. This move also made the adoption period for other processes and procedures shorter and less chaotic. In essence, align the money motivators and people will buy in more quickly. Associates were not reeling about their payment structure, but were they and other stakeholders, who were originally unaffected by the commission structure, truly behind the idea? In order to gain the

Affixing a dollar cost to a problem has immense benefit, and The Ponemon Institute goes to great lengths to arrive at the figures for its Annual Cost of a Data Breach Study. We painstakingly analyzed the financial impact a data breach has on a company by examining 43 different companies from a cross section of industries, all of which experienced a significant data breach affecting a range of data records representative of the norm. And knowing that a data breach may cost your company $6.65 million dollars may be all the information that is needed for a company to assign an appropriate budget to those tasked with information security. In 2008 the average total cost of a data breach was $6.65 million, up from $6.35 million last year and $4.54 in 2005. In 2008, the per-victim cost of a data breach was $202, up from $197 in 2007, and from $138 when the study was launched in 2005. Breaches involving a third party to which data had been outsourced bore a per-victim cost of $231, whereas self contained breaches bore a per-victim cost of $179. Breaches that were the result of a malicious act bore a per-victim cost of $225, whereas breaches that were the result of negligence bore a per-victim cost of $199. Breaches that were the result of a lost of stolen laptop computer bore a per-victim cost of $249, whereas breaches that did not involve a lost or stolen laptop computer bore a per-victim cost of $177. If the data breach was a first-time event for the company the per victim cost was $243, but if the company had experienced a breach previously the per victim cost was $192. The simple conclusion to these numbers is clear: the financial impact for a company that experiences a data breach is significant and rising. That finding alone may be alarming, but it seems to merely quantify what most people already knew to be true. The "wow" factor comes when you realize that we haven't simply identified the cost of an inevitable outcome, as if to tell the world, "buckle up and brac

Educating consumers about what behavioral targeting is and is not up to, deep within the cookies of their browser, seems to be a bit like alternative energy development. Pretty much everyone says the industry should be doing more about it, and yet it is hard to see where and with whom it starts. Most online materials related to BT are pitched to one end of the value chain, marketers. It's not clear to me that most of the companies in this space are even comfortable talking directly to consumers, let alone taking the time to develop an accessible language to describe their process. Specific Media controls the BehavioralTargeting.com domain and uses it to educate marketers about its methods. Even the Wikipedia entry for this field is really an explanation for advertisers. This is understandable, since most people who are familiar with the term likely come from the industry. But it seems to me the industry misses an opportunity to practice more often, and in more places, what it knows ultimately needs to be done. You guys need to find better, clearer, simpler ways to explain what it is you are doing in our browsers -- and why you are doing it. And what are the real benefits and risks a consumer incurs by tacitly agreeing to your presence? Isn't every possible point of contact with a suspicious consumer a teachable moment? In an earlier post, I recounted how I struck some retargeting gold when FetchBack tagged and remarketed me during my travels online. An opt-out option is clearly available at the front page of the FetchBack site. Unfortunately, from there you either opt-out (kick over to the Network Advertising Initiative site) or click into a long scrolling privacy policy that doesn't actually get around to explaining retargeting until a few screens down.

This tip is part of Mitigating Web 2.0 threats, a lesson in SearchSecurity.com's Data Protection Security School. Visit the lesson page or our Security School Course Catalog for additional learning resources. Social networking, a term relatively new to the computing vernacular, has already become part of the cultural norm for a great proportion of Internet users. Even more recently, the use of online communities to establish and build connections among those with shared interests has become part of the corporate world as well. As professional social networks such as LinkedIn and Blue Chip Expert continue to grow, and professional groups gain in popularity on once-personal sites like Facebook and MySpace, enterprise security and risk management professionals must face the reality that these sites are emerging conduits for the unauthorized disclosure of confidential corperate information. Add the use of public social networking tools to the list of concerns, and the effectiveness of the traditional corporate security perimeter is further diminished. However, a robust set of policy, process and architecture aids in mitigating the risks of being social. Broadly, social networking is described as software that lets people interact, rendezvous, connect, play or collaborate by use of a computer network. This definition covers the popular social networking sites, including those mentioned above, as well as blogs, wikis, RSS, podcasts, tags, and more recently, search engines. While there are numerous benefits to social network solutions, including reducing costs and increasing collaboration, we'll focus on addressing the risks.

In this expert videocast, you will learn about Web 2.0 software, the threats they pose, and whether the benefits outweigh the risks. Key areas covered include the threats posed by services like Facebook, MySpace, and LinkedIn, as well as wikis and blogs. Our expert also dives into particular attack vectors and scenarios that are becoming popular, defensive policy, and technology best practices and Web 2.0 trends to monitor going forward. Speaker David Sherry CISSP, CISM - CISO, Brown University As chief information security officer of Brown University, David Sherry is charged with the development and maintenance of Brown's information technology security strategy, IT policies and best practices, security training and awareness programs, as well as ongoing risk assessment and compliance tasks. Sherry has 20 years of experience in information technology. He most recently worked at Citizens Bank where he was vice president for enterprise identity and access management, providing leadership for compliance and security governance. He had also served as Citizens' vice president for enterprise information security, overseeing the company's security operations and controls. He has taught classes at colleges in both Massachusetts and Rhode Island, as well as spoken on identity management strategy and implementation at industry conferences. He holds undergraduate and graduate degrees in business management.

Federal regulators on Tuesday met to hear about whether the benefits of cloud computing justify increased regulation, as privacy activists claim, or whether such an approach would do more harm than good. "We need to be smarter about dealing with technology, and cloud computing is posing (a) risk for us," said Hugh Stephenson, deputy director for international consumer protection at the Federal Trade Commission's Office of International Affairs. The FTC convened the two-day meeting in its offices here, which follows a series of similar workshops held in previous years on topics like spam, privacy, and behavioral advertising. The agency may file lawsuits to halt "unfair or deceptive acts or practices," meaning that if cloud computing is not unfair or deceptive, the FTC would likely not have jurisdiction. To secure personal information on the cloud, regulators may have to answer questions such as which entities have jurisdiction over data as it flows across borders, whether governments can access that information as it changes jurisdiction, and whether there is more risk in storing personal information in data centers that belong to a single entity rather than multiple data centers. The current panoply of laws at the state, national, and international level have had insufficient results; FTC Commissioner Pamela Jones Harbour cited a 2008 PricewaterhouseCoopers information security survey (PDF) in which 71 percent of organizations queried said they did not have an accurate inventory of where personal data for employees and customers is stored. With data management practices that are not always clear and are subject to change, companies that offer cloud-computing services are steering consumers into dangerous territory, said Marc Rotenberg, executive director of the Electronic Privacy Information Center. Already, problems of identity theft are skyrocketing, he said, and without more regulation, data management services may experience a collapse analogous to that

On November 1 and 2, 2007, the Federal Trade Commission will host a Town Hall entitled "Ehavioral Advertising: Tracking, Targeting, and Technology." The event will bring together consumer advocates, industry representatives, technology experts, and academics to address consumer protection issues raised by the practice of tracking consumers' activities online to target advertising - or "behavioral advertising." The Town Hall is a follow-on to a dialogue on behavioral advertising that emerged at a November 2006 FTC forum, "Tech-Ade," which examined the key technological and business developments that will shape consumers' core experiences in the coming ten years. In addition, several consumer privacy advocates, as well as the State of New York, recently sent letters to the FTC asking it to examine the effects of behavioral advertising on consumer privacy. The Town Hall will explore how the online advertising market, and specifically behavioral advertising, has changed in recent years, and what changes are anticipated over the next five years. Among other things, it will examine what types of consumer data are collected, how such data are used, what protections are provided for that data, and the costs and benefits of behavioral advertising to consumers. The Town Hall will also address what companies are disclosing to consumers and what consumers understand about the online collection of their information for use in advertising. In addition, the Town Hall will look at what regulatory and self-regulatory measures currently govern the practices related to online behavioral advertising, as well as anticipated changes in the behavioral advertising space in the future. The Commission invites interested parties to submit requests to be panelists and to recommend other topics for discussion. The requests should be submitted electronically to behavioraladvertising_requests@ftc.gov by September 14, 2007. The Commission asks interested parties to include a stat

The global business community is faced with an unprecedented level of uncertainty and risk. Are you prepared? The BCI announces Business Continuity Awareness Week, a week-long global event that is aimed at raising awareness of business continuity, disaster recovery and resiliency around the globe and bringing to the forefront the escalating significance of Business Continuity Management (BCM) as a critical management tool for corporations and government groups of all sizes and industries. We have aligned with other industry leaders in the Business Continuity education, development and standards fields to support The Business Continuity Institute (BCI) in its production of a series of 9 FREE webinars and virtual meetings throughout the world which will include surveys, case studies, analysis processes and much more. We would strongly urge you to mark the dates on your calendar and take advantage of all of this great knowledge! Please feel free to forward this announcement to anyone that you feel would benefit from this event. For the most up to date information and event schedule please visit: www.businesscontinuityawarenessweek.org

Customers of CVS' pharmacy will be able to import their prescription records into a Google Health account as a result of an expanded deal between the two companies. The deal was announced Monday. An earlier deal already allowed workers whose company uses CVS Caremark to handle drug benefits to use Google Health to store their drug records. The new deal expands this to customers of CVS' network of retail pharmacies. "We now offer all of our consumers the ability to download their prescription and medication history into their Google Health Personal Health Record, whether they are CVS/pharmacy customers, CVS Caremark plan participants or visitors to our MinuteClinic locations," said CVS Caremark Executive Vice President Helena Foulkes in a statement. "By enabling patients to download their prescription information directly into their personal health record, we are helping to close the gap in today's fragmented health care system and provide a full view of a patient's health." To use the tool, the companies said, consumers need to sign up for the prescription management feature on CVS.com as well as be authenticated. With the latest deal, Google said it now believes more than 100 million Americans will have the option of viewing their drug history within Google Health. Microsoft, which is also trying to sign consumers up for its HealthVault service, announced a deal with New York-Presbyterian Hospital on Sunday which will allow patients of that hospital system to export their records to a HealthVault account.

The new Obama Administration and a stronger Democratic party control of Congress set in the midst of a struggling economy and foreign policy issues, has created an interesting environment for legislation and regulations affecting customer interactions both federally and at state levels. While contact center-and-direct marketing-affecting issues such as offshoring, privacy, and telemarketing may haven been pushed offstage, they are not out of the hall. Ironically, economic pressures may shove them back into the spotlight as governments, especially states, seek ways to keep jobs and revenue sources, which contact centers provide. Federal Legislation Here is an examination of federal industry issues that lawmakers and regulators are and may be addressing in 2009: * Offshoring Federal lawmakers may reintroduce a bill similar to HR 1776, The Call Center Consumer's Right to Know Act, which would require contact center agents to disclose the physical location of such employee at the beginning of inbound and outbound calls. Firms would also have to annually certify to the Federal Trade Commission (FTC (News - Alert)) their compliance with such requirement. HR 1776 is an attempt to restrict offshoring by making customers aware that their calls may be going to or originating out of country. The bill's supporters hope customers and negative publicity would pressure firms to bring such jobs back to the U.S. The downsides are that such bills may significantly add to contact center costs in both onshoring and time spent location disclosing and in compliance, which would ultimately be paid for by consumers. In doing so bills like it that hike contact center expenses may also be self-defeating as they may result in fewer domestic jobs. "The particular type of disclosure contemplated by HR 1776 is a burdensome additional disclosure without clear benefit to the consumer," American Teleservices Association (ATA) CEO Tim Searcy told the House Energy and Commerce subcom

Now that behavioral targeting has become more pervasive (and more effective), it is being talked about not only by publishers and advertisers, but also by privacy advocates -- organizations like the NAI and IAB and, in Washington, the FTC. At issue is if BT players are doing enough to disclosure to consumers how BT works and offering them the opportunity to opt out of being tracked by BT vendors and publishers. There has been much discussion about how to regulate behavioral marketers; but no solution that satisfies everyone. The BT industry so far has contended that website privacy policies are sufficient disclosure since many of them contain links to opts out opportunities like the NAI site. Google and Bluekai have announced 'preference pages' or registries that allow Web users to say what type of BT they are interested in receiving. But, the other, more common option is to put that information in the Privacy Policy of the site. But the problem with that is that no matter where disclosures are placed on the service provider's site, most people won't ever see them. How will a customer visiting Retail SiteX know that Company Y is going to use their browsing behavior to later display relevant ads to them as they surf the Web on Network Z? The average customer won't. The only way a customer will know what forms of BT advertisers are using is if the advertisers themselves tell them. I think that it's time for advertisers to step up in this privacy debate. Thus far the pressure for disclosure has been placed on networks, behavioral marketing providers and publishers. The key players in those industries have done a good job of becoming more transparent (though there is still work ahead of us), while advertisers haven't been asked to do anything. Advertisers are clearly benefiting from behavioral marketing, and its time they disclosed what type of behavioral marketing they participate in, and allow customers to opt-out. How they do this is open for discussion: Tag each

In belt-tightening times, making the case for security investment is more difficult than ever. Security Catalyst founder Michael Santarcangelo details five steps risk professionals can use to communicate value effectively. The biggest challenge security teams face in their organization is one of perception, according to Michael Santarcangelo, founder of Security Catalyst, a New York-based consultancy focused on changing the way people protect information. Santarcangelo, who was recently a keynote speaker at the CSO Perspectives conference, said professionals focused on security are practiced at looking at risks and reducing them. Unfortunately, the rest of society often doesn't see risks the same way, making communication difficult (See also: Security and Business: Communication 101). "They lack relevant context," said Santarcangelo. "So security people get wrapped up in thinking: 'The CFO wants an ROI. We better work on ROI.' But what the CFO is really saying is:' I don't understand what you do. So you have to justify it to me.' Santarcangelo outlined his strategies for making the case for security investments at the three-day event held in Clearwater, Florida. He gave an audience of security professionals the details of his five step process for getting executives and boards to understand, and even approve, spending decisions in tough economic times. Create Santarcangelo believes one of the most effective ways to communicate value is to place focus back on the person to whom you are trying to make your pitch (See also: A CEO and CSO Who Actually Communicate). "The reason why someone changes a behavior or takes an action is because there is an inherent benefit to the person," said Santarcangelo. "But when many people start to create, they forget that. They tend to fall into the trap of thinking: 'I'm really smart and I know a lot of stuff. So I'm just going to say it and hope they will understand the value of it.'" Instead, Santarcangelo recommends creating