Making Money Without

Social Networks

According to Cisco, criminals are targeting social network users more aggressively. In particular, criminals are spending more time and effort trying to steal users' social networking credentials, since that makes it possible to exploit the trust of all that users' friends.

Although the exploitation of trust is crucial, Cisco predicts a decline in simple phishing and social networking scams. The company expects instead a rise exploits similar to the Zeus trojan, which steals banking credentials and propagates on social networks, mobile devices and more.

Social Engineering

Cisco warns of the "seven deadly weaknesses" exploited by social engineers:

• Sex Appeal


• Greed


• Vanity


• Trust


• Sloth


• Compassion


• Urgency

Even the most savvy users can fall prey to social engineering. For example, Thomas Ryan of Provide Security created fake identity called "Robin Sage." Ryan was able to get hundreds of government officials and security professionals to friend this imaginary person on social networking sites and, as a result, share personal information with Ryan.

According to the report:

Clickthrough rates for most malware or spam incidents consistently hover at around 3 percent, according to data from Cisco ScanSafe. While 3 percent may not seem high, imagine the impact of repeated waves of spam to which 3 percent of workers consistently respond to and click on. Even this small percentage is the equivalent of having a gaping hole in the network firewall that cannot be closed. Instead of trying to change human behavior, security researchers are exploring the possibility of changing the way we use software to reduce risks.

Java: The New Number One Target

Java and PDF are both frequently exploited, but according to Cisco Java exploits rose last year and PDF exploits fell. Java surpassed PDF as the most commonly exploited technology.

Cybercrime in the Post-PC Era

According to the report, Windows has been so prevalent and so easy to exploit that there was no need for criminals to try to exploit other systems. However, the proliferation of other devices and OSes along with improved security in Windows 7 has changed that.

However, this move is happening slowly. A report from Forrester on security in the post-PC era notes that mobile device OSes are inherently more secure than desktop OSes due to sandboxing. This means that even jailbroken iPhones and rooted Android phones will be harder to compromise than older Windows PCs. However, social engineers can prey on anyone, regardless of the device they are using.

The Cloud: Friend or Foe?

The report cites the cloud as having both benefits and drawbacks for security. The drawback is that data can be intercepted while traveling between a server and the devices that access it. The advantage is that having data stored off-device makes it hard to extract sensitive information from lost or stolen devices.

Money Mules

The report has an interesting section on "money mules." Once a criminal has stolen a victim's bank account information, they need a way to get the money into their own accounts without getting caught. Money mules are people who transfer money from a victim's bank account to a criminal. One way to do this is to transfer money into the mule's account, then have the mule wire it via Western Union to the criminals overseas. The recipient of the wire from Western Union might not have to provide bank account information to receive the money, making them more difficult to trace.

Some mules are low-level criminals who participate for the money. Others are duped by work at home job ads. Students and people with large debts are often targets.

However, there's a shortage of mules. "Currently, the ratio of stolen account credentials to available mule capacity could be as high as 10,000 to 1," says the report.

Winners of the Cybercrime Showcase

Cisco highlights two winners in this year's "Cybercrime Showcase" - a "good" winner and an "evil" winner.

The Good winner is Thorsten Holz of the security firm LastLine. Holz identified the top 30 servers that the botnet Pushdo/Cutwail used for sending spam. Holz got ISPs to shutdown those servers and, as a result, the rate of spam decreased from 350 billion messages per day to 300 billion per day.

The Evil winner is Stuxnet, which we've covered frequently.

What, No Malvertising?

Surprisingly, there is no discussion of malvertising in the report. You can read our post "What You Need to Know About Malvertising" for more about this threat.

Not making money as a YouTube partner? Here are some tips from YouTube itself

YouTube hosted a live event today to help partners get the most out of their YouTube revenue.

Phil Farhi of YouTube, began the event by telling partners about a few of the new initiatives that YouTube is working on, to help make partners as successful as possible. He started by bringing us through the history of advertising on YouTube.

Phil mentioned that just 3 short years ago, YouTube began using in-video and overlay ads, the first step in monetizing videos. And following the first format of ads, YouTube brought Ad Sense ads, enabling smaller advertisers/customers to get on board, allowing YouTube to capture a broader range of advertisers.

Next came in-Stream Ads (mid and pre-roll ads), a format that was launched about two years ago. YouTube said this has been popular because advertisers will pay more for ads that are similar to the format on TV. At almost the same time, promoted ads were introduced and it was proven to drive traffic to videos that were featured using the ‘promoted video’ format.

A few months ago, a new ad format for partners called TrueView was rolled-out. This format lets users watching a video skip the ad after five seconds. An ad format that YouTube says is less interruptive and doesn’t risk annoying your audience because it gives them the chance to hit stop.

Phil asked the question “ What makes a movie a successful?” Using the movie industry as an analogy, he went on to explain that there are many factors that come into play that make up the overall picture; ticket prices, seats filled, distribution etc. It’s the same with YouTube as he pointed out. Partners shouldn’t look at one aspect such as RPM (revenue per thousand page views) or CPM (cost per thousand, as an example $1 or $5 per thousand views), they should look at everything including geography.

A few points to take away

Good partners focus on overall revenue and aren’t fixated on “ticket price”. They also work hard at building a strong audience as well as trying to increase views. Good partners look at geography, RPM and CPM.

Bad partners look at the wrong metrics and don’t build up their audience. Partners who only focus on RPM might think everything is fine however, it’s critical that users concentrate on CPM as well and continue to build audience loyalty.

YouTube says advertisers are creating content that competes with user content, and millions of users are watching advertisements on the site. Think about the popularity of Superbowl ads.

Keep experimenting! Compare ad formats by type and geography and play around with different scenarios. Try enabling ads after your loyal audience has seen them or try it in reverse. Play with different recipes and see what happens when ad formats are enabled/disabled. There is a wide variety of ways to make revenue.

Take a good look at revenue break downs and compare formats; True View, in-Stream, etc.

Better reporting for ad formats coming soon. YouTube admits that partners don’t have the best reporting feature right now.

YouTube will be adding an option for partners to opt-in to just TrueView Ads without needing to be signed up with other formats.

Ensure the metadata on videos have the correct information and enough words to help YouTube’s algorithm bring the best targeted ads to your videos

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