Grisoft Software, the developer of A VG Internet security products, has introduced a free product aimed at detecting and removing rootkits. Rootkits, a specific malware type which hides in other applications or in a computer's operating system kernel, allow malicious applications to collect passwords and sensitive data from the infected computer without user knowledge. This collected personal information can be used to create spam from the infected computer as well as other criminal activities.
Rootkits have become a severe threat in comparison to traditional malware because conventional antivirus systems often miss the hidden rootkit. They execute by embedding applications within the operating system, which is also an essential application to many necessary programs including antivirus protection, so it is important to correctly distinguish between malicious rootkits and legitimately hidden processes.
Rootkits were originally used by hackers to cover their tracks after unauthorized access to computers. Today, these techniques have been redesigned in order to mask the presence of malicious software used to gather and exploit personal information such as credit card numbers and social security numbers, creating a serious threat to users.
Users can download the standalone rootkit detection software to run locally on their computers. Grisoft's root kit detection application compares a user's Windows kernel with detailed snapshots of uninfected systems. If anomalies are detected, the software makes changes to correct the problems.
Grisoft decided to release the free rootkit download now rather than waiting. The company plans to offer a paid version of the rootkit technology in the fall as part of the release of its version 8.0 security suite.
Is In-Game Advertising About to Take Off?
Advertisers face multiple new challenges today. Consumers' viewing and purchasing habits are changing dramatically, the number of ways to reach potential customers is increasing and new techniques to measure advertising effectiveness are emerging. The confluence of these changes is leading advertisers to a new medium: in-game video game ads.
The in-game advertising model is new, and the metrics to determine its success or failure are imprecise at the moment. In addition, advertisers need to make sure that their product placements do not detract from the gaming experience or create negative rather than positive impressions - something that occurred with Internet pop-up ads.
The concept of placing advertisements in video games emerged during the last few years. One driver is that gaming has become a mass market. Also, technology solutions have emerged to allow companies to place their advertisements in packaged or online games. Initially, the ads appeared similar to product placements in movies and TV shows. The number of items that can be displayed is limited only by the advertisers' imagination.
These advertisements can be more targeted than traditional media. For example, the ad displays can be based on a game's plot, an emerging storyline or served up based on specific actions, like achieving a certain score.
The in-game ads may be effective because players have no choice but to observe them. Gaming offers advertisers a way to market to a highly desired demographic. Recently, advertisers have struggled to reach 18- to 34-year-old males because they spend less time with traditional outlets, such as television and newspapers, than other target groups.
The in-game ads also provide gaming companies with a new revenue stream. Advertisers pay game publishers $ 1 to $2 for each game they ship.
While many companies are entering this marketplace, one of its biggest questions revolves around the lack of third-party measurements to gauge the ads' effectiveness. In addition to the various in-game vendors, companies such as Nielsen Media Research are working on ways to measure the advertising's effectiveness.
Techniques now being tested to tighten the bond between player and advertiser include special promotions, rebates, coupons, newsletters and text messaging follow-ups.
Nevertheless, the most viable of these techniques will emerge in the next few years, and that is one reason why Parks Associates expects the ingame advertising market to grow to $400 million in worldwide revenue in 2009.
The Greening of Technology
The world is taking a closer look at how human activities affect the environment. Some of the technology industry's biggest players have taken the lead in the development of green IT and green technology, working to mitigate the effects of global warming and greenhouse gases, as well as protecting the environment.
While lawmakers around the world wrangle over car and factory emissions, international treaties, fossil fuels and the promotion of alternative energy, there are simple steps individuals and businesses can take to conserve energy and responsibly recycle their computers and other electronic devices.
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