#zero trust security model

[pjoshi12]

Maximize Your Growth: Unlock The Power Of Zero Trust Architecture

Boosting Scalability and Growth: The Quantifiable Impact of Zero Trust Architecture on Organizations

Amid rising security breaches, the limitations of traditional cybersecurity models highlight the need for a robust, adaptive framework. Zero Trust Architecture (ZTA), operating on the principle of "trust no one, verify everything," offers enhanced protection aligned with modern tech trends like remote work and IoT. This article explores ZTA's core components, implementation strategies, and transformative impacts for stronger cyber defenses.

Understanding Zero Trust Architecture

Zero Trust Architecture is a cybersecurity strategy that revolves around the belief that organizations should not automatically trust anything inside or outside their perimeters. Instead, they must verify anything and everything by trying to connect to its systems before granting access. This approach protects modern digital environments by leveraging network segmentation, preventing lateral movement, providing Layer 7 threat prevention, and simplifying granular user-access control.

Core Principles of Zero Trust

Explicit Verification: Regardless of location, every user, device, application, and data flow is authenticated and authorized under the strictest possible conditions. This ensures that security does not rely on static, network-based perimeters.

Least Privilege Access: Users are only given access to the resources needed to perform their job functions. This minimizes the risk of attackers accessing sensitive data through compromised credentials or insider threats.

Micro-segmentation: The network is divided into secure zones, and security controls are enforced on a per-segment basis. This limits an attacker's ability to move laterally across the network.

Continuous Monitoring: Zero Trust systems continuously monitor and validate the security posture of all owned and associated devices and endpoints. This helps detect and respond to threats in real-time.

Historical Development

With the advent of mobile devices, cloud technology, and the dissolution of conventional perimeters, Zero Trust offered a more realistic model of cybersecurity that reflects the modern, decentralized network environment.

Zero Trust Architecture reshapes how we perceive and implement cybersecurity measures in an era where cyber threats are ubiquitous and evolving. By understanding these foundational elements, organizations can better plan and transition towards a Zero Trust model, reinforcing their defenses against sophisticated cyber threats comprehensively and adaptively.

The Need for Zero Trust Architecture

No matter how spooky the expression 'zero trust' might sound, we must address that the rapidly advancing technology landscape dramatically transformed how businesses operate, leading to new vulnerabilities and increasing the complexity of maintaining secure environments. The escalation in frequency and sophistication of cyber-attacks necessitates a shift from traditional security models to more dynamic, adaptable frameworks like Zero Trust Architecture. Here, we explore why this shift is not just beneficial but essential.

Limitations of Traditional Security Models

Traditional security models often operate under the premise of a strong perimeter defense, commonly referred to as the "castle-and-moat" approach. This method assumes that threats can be kept out by fortifying the outer defenses. However, this model falls short in several ways:

Perimeter Breach: Once a breach occurs, the attacker has relatively free reign over the network, leading to potential widespread damage.

Insider Threats: It inadequately addresses insider threats, where the danger comes from within the network—either through malicious insiders or compromised credentials.

Network Perimeter Dissolution: The increasing adoption of cloud services and remote workforces has blurred the boundaries of traditional network perimeters, rendering perimeter-based defenses less effective.

Rising Cybersecurity Challenges

Traditional security models often operate under the premise of a strong perimeter defense, commonly referred to as the "castle-and-moat" approach. This method assumes that threats can be kept out by fortifying the outer defenses. However, this model falls short in several ways:

Increased Data Breaches: Recently, annual data breaches exploded, with billions of records being exposed each year, affecting organizations of all sizes.

Cost of Data Breaches: The average cost of a data breach has risen, significantly impacting the financial health of affected organizations.

Zero Trust: The Ultimate Response to Modern Challenges

Zero Trust Architecture arose to address the vulnerabilities inherent in modern network environments:

Remote Work: With more talent working remotely, traditional security boundaries became obsolete. Zero Trust ensures secure access regardless of location.

Cloud Computing: As more data and applications move to the cloud, Zero Trust provides rigorous access controls that secure cloud environments effectively.

Advanced Persistent Threats (APTs)

Zero Trust's continuous verification model is ideal for detecting and mitigating sophisticated attacks that employ long-term infiltration strategies.

The Shift to Zero Trust

Organizations increasingly recognize the limitations of traditional security measures and shift towards Zero Trust principles. Several needs drive this transition:

Enhance Security Posture:Implement robust, flexible security measures that adapt to the evolving IT landscape.

Minimize Attack Surfaces:Limit the potential entry points for attackers, thereby reducing overall risk.

Improve Regulatory Compliance

Meet stringent data protection regulations that demand advanced security measures.

In the face of ever-evolving threats and changing business practices, it becomes clear that Zero Trust Architecture goes beyond a simple necessity.

By adopting Zero Trust, not only can organizations stand tall against current threats more effectively but also position themselves to adapt to future challenges in the cybersecurity landscape. This proactive approach is critical to maintaining the integrity and resilience of modern digital enterprises.

Critical Components of Zero Trust Architecture

Zero Trust Architecture (ZTA) redefines security by systematically addressing the challenges of a modern digital ecosystem. Architecture comprises several vital components that ensure robust protection against internal and external threats. Understanding these components provides insight into how Zero Trust operates and why it is effective.

Multi-factor Authentication (MFA)

A cornerstone of Zero Trust is Multi-factor Authentication (MFA), which enhances security by requiring multiple proofs of identity before granting access. Unlike traditional security that might rely solely on passwords, MFA can include a combination of:

By integrating MFA, organizations significantly reduce the risk of unauthorized access due to credential theft or simple password breaches.

Least Privilege Access Control

At the heart of the Zero Trust model is the principle of least privilege, which dictates that users and devices only get the minimum access necessary for their specific roles. This approach limits the potential damage from compromised accounts and reduces the attack surface within an organization. Implementing the least privilege requires:

Rigorous user and entity behavior analytics (UEBA) to understand typical access patterns.

Dynamic policy enforcement to adapt permissions based on the changing context and risk level.

Microsegmentation

Microsegmentation divides network resources into separate, secure zones. Each zone requires separate authentication and authorization to access, which prevents an attacker from moving laterally across the network even if they breach one segment. This strategy is crucial in minimizing the impact of an attack by:

Isolating critical resources and sensitive data from broader network access.

Applying tailored security policies specific to each segment's function and sensitivity.

Continuous Monitoring and Validation

Zero Trust insists on continuously monitoring and validating all devices and user activities within its environment. This proactive stance ensures that anomalies or potential threats are quickly identified and responded to. Key aspects include:

Real-time threat detection using advanced analytics, machine learning, and AI.

Automated response protocols that can isolate threats and mitigate damage without manual intervention.

Device Security

In Zero Trust, security extends beyond the user to their devices. Every device attempting to access resources must be secured and authenticated, including:

The assurance that devices meet security standards before they can connect.

Continuously assessing device health to detect potential compromises or anomalies.

Integration of Security Policies and Governance

Implementing Zero Trust requires a cohesive integration of security policies and governance frameworks that guide the deployment and operation of security measures. This integration helps in:

Standardizing security protocols across all platforms and environments.

Ensuring compliance with regulatory requirements and internal policies.

Implementing Zero Trust Components.

Implementing Zero Trust involves assessing needs, defining policies, and integrating solutions, requiring cross-departmental collaboration. This proactive approach creates a resilient security posture, adapting to evolving threats and transforming security strategy.

Implementing Zero Trust Architecture

Implementing Zero Trust Architecture (ZTA) is a strategic endeavor that requires careful planning, a detailed understanding of existing systems, and a clear roadmap for integration. Here's a comprehensive guide to deploying Zero Trust in an organization, ensuring a smooth transition and security enhancements to ensure a practical realization.

Step 1: Define the Protect Surface

The first step in implementing Zero Trust is to identify and define the 'protect surface'—the critical data, assets, applications, and services that need protection. Such an implementation will involve the following:

Data Classification: Identify where sensitive data resides, how it moves, and who accesses it.

Asset Management: Catalog and manage hardware, software, and network resources to understand the full scope of the digital environment.

Step 2: Map Transaction Flows

Understanding how data and requests flow within the network is crucial. Mapping transaction flows helps in the following:

Identifying legitimate traffic patterns: This aids in designing policies that allow normal business processes while blocking suspicious activities.

Establishing baselines for network behavior: Anomalies from these baselines can be quickly detected and addressed.

Step 3: Architect a Zero Trust Network

With a clear understanding of the protected surface and transaction flows, the next step is to design the network architecture based on Zero Trust principles:

Microsegmentation: Design network segments based on the sensitivity and requirements of the data they contain.

Least Privilege Access Control: Implement strict access controls and enforce them consistently across all environments.

Step 4: Create a Zero Trust Policy

Zero Trust policies dictate how identities and devices access resources, including:

Policy Engine Creation: Develop a policy engine that uses dynamic security rules to make access decisions based on the trust algorithm.

Automated Rules and Compliance: Utilize automation to enforce policies efficiently and ensure compliance with regulatory standards.

Step 5: Monitor and Maintain

Zero Trust requires ongoing evaluation and adaptation to remain effective. Continuous monitoring and maintenance involve:

Advanced Threat Detection: Use behavioral analytics, AI, and machine learning to detect and respond to anomalies in real-time.

Security Posture Assessment: Regularly assess the security posture to adapt to new threats and incorporate technological advancements.

Feedback Loops: Establish mechanisms to learn from security incidents and continuously improve security measures.

Step 6: Training and Culture Change

Implementing Zero Trust affects all aspects of an organization and requires a shift in culture and mindset:

Comprehensive Training: Educate staff about the principles of Zero Trust, their roles within the system, and the importance of security in their daily activities.

Promote Security Awareness: Foster a security-first culture where all employees are vigilant and proactive about security challenges.

Challenges in Implementation

The transition to Zero Trust is not without its challenges:

Complexity in Integration: Integrating Zero Trust with existing IT and legacy systems can be complex and resource-intensive.

Resistance to Change: Operational disruptions and skepticism from stakeholders can impede progress.

Cost Implications: Initial setup, especially in large organizations, can be costly and require significant technological and training investments.

Successfully implementing Zero Trust Architecture demands a comprehensive approach beyond technology, including governance, behavior change, and continuous improvement. By following these steps, organizations can enhance their cybersecurity defenses and build a more resilient and adaptive security posture equipped to handle the threats of a dynamic digital world.

Impact and Benefits of Zero Trust Architecture

Implementing Zero Trust Architecture (ZTA) has far-reaching implications for an organization's cybersecurity posture. This section evaluates the tangible impacts and benefits that Zero Trust provides, supported by data-driven outcomes and real-world applications.

Reducing the Attack Surface

Zero Trust minimizes the organization's attack surface by enforcing strict access controls and network segmentation. With the principle of least privilege, access is granted only based on necessity, significantly reducing the potential pathways an attacker can exploit.

Statistical Impact

Organizations employing Zero Trust principles have observed a marked decrease in the incidence of successful breaches. For instance, a report by Forrester noted that Zero Trust adopters saw a 30% reduction in security breaches.

Case Study

A notable financial institution implemented Zero Trust strategies and reduced the scope of breach impact by 40%, significantly lowering their incident response and recovery costs.

Enhancing Regulatory Compliance

Zero Trust aids in compliance with stringent data protection regulations such as GDPR, HIPAA, and PCI-DSS by providing robust mechanisms to protect sensitive information and report on data access and usage.

Compliance Metrics

Businesses that transition to Zero Trust report higher compliance rates, with improved audit performance due to better visibility and control over data access and usage.

Improving Detection and Response Times

The continuous monitoring component of Zero Trust ensures that anomalies are detected swiftly, enabling quicker response to potential threats. This dynamic approach helps in adapting to emerging threats more effectively.

Operational Efficiency

Studies show that organizations using Zero Trust frameworks have improved their threat detection and response times by up to 50%, enhancing operational resilience.

Cost-Effectiveness

While the initial investment in Zero Trust might be considerable, the architecture can lead to significant cost savings in the long term through reduced breach-related costs and more efficient IT operations.

Economic Benefits

Analysis indicates that organizations implementing Zero Trust save on average 30% in incident response costs due to the efficiency and efficacy of their security operations.

Future-Proofing Security

Zero Trust architectures aim to be flexible and adaptable, which makes them particularly suited to evolving alongside emerging technologies and changing business models, thus future-proofing an organization's security strategy.

Strategic Advantage

Adopting Zero Trust provides a strategic advantage in security management, positioning organizations to quickly adapt to new technologies and business practices without compromising security.

The impacts and benefits of Zero Trust Architecture make a compelling case for its adoption. As the digital landscape continues to evolve, the principles of Zero Trust provide a resilient and adaptable framework that addresses current security challenges and anticipates future threats. By embracing Zero Trust, organizations can significantly enhance their security posture, ensuring robust defense mechanisms that scale with their growth and technological advancements.

Future Trends and Evolution of Zero Trust

With digital transformation emerges highly sophisticated cybersecurity threats pushing Zero Trust Architecture (ZTA) to evolve in response to these dynamic challenges. In this final section, we explore future Zero Trust trends, their ongoing development, and the potential challenges organizations may face as they continue to implement this security model.

Evolution of Zero Trust Principles

Zero Trust is not a static model and must continuously be refined as new technologies and threat vectors emerge. Critical areas of evolution include:

Integration with Emerging Technologies

As organizations increasingly adopt technologies like 5G, IoT, and AI, Zero Trust principles must be adapted to secure these environments effectively. For example, the proliferation of IoT devices increases the attack surface, necessitating more robust identity verification and device security measures within a Zero Trust framework.

Advanced Threat Detection Using AI

Artificial Intelligence and Machine Learning will play pivotal roles in enhancing the predictive capabilities of zero-trust systems. AI can analyze vast amounts of data to detect patterns and anomalies that signify potential threats, enabling proactive threat management and adaptive response strategies.

Challenges in Scaling Zero Trust

As Zero Trust gains visibility, organizations may encounter several challenges:

Future Research and Standardization

Continued research and standardization efforts are needed to address gaps in Zero Trust methodologies and to develop best practices for their implementation. Industry collaboration and partnerships will be vital in creating standardized frameworks that effectively guide organizations in adopting Zero Trust.

Developing Zero Trust Maturity Models

Future efforts could focus on developing maturity models that help organizations assess their current capabilities and guide their progression toward more advanced Zero Trust implementations.

Legal and Regulatory Considerations

As Zero Trust impacts data privacy and security, future legal frameworks must consider how Zero Trust practices align with global data protection regulations. Ensuring compliance while implementing Zero Trust will be an ongoing challenge.

The future of Zero Trust Architecture is one of continual adaptation and refinement. By staying ahead of technological advancements and aligning with emerging security trends, Zero Trust can provide organizations with a robust framework capable of defending against the increasingly sophisticated cyber threats of the digital age. As this journey unfolds, embracing Zero Trust will enhance security and empower organizations to innovate and grow confidently.

Concluding Thoughts:

As cyber threats keep evolving, Zero Trust Architecture (ZTA) emerges as the most effective cybersecurity strategy, pivotal for safeguarding organizational assets in an increasingly interconnected world. The implementation of Zero Trust not only enhances security postures but also prompts a significant shift in organizational culture and operational frameworks. How will integrating advanced technologies like AI and blockchain influence the evolution of zero-trust policies? Can Zero Trust principles keep pace with the rapid expansion of IoT devices across corporate networks?

Furthermore, questions about their scalability and adaptability remain at the forefront as Zero Trust principles evolve. How will organizations overcome the complexities of deploying Zero Trust across diverse and global infrastructures? Addressing these challenges and questions will be crucial for organizations that leverage Zero Trust Architecture effectively.

How Coditude can help you

For businesses looking to navigate the complexities of Zero Trust and fortify their cybersecurity measures, partnering with experienced technology providers like Coditude offers a reassuring pathway to success. Coditude's expertise in cutting-edge security solutions can help demystify Zero Trust implementation and tailor a strategy that aligns with your business objectives. Connect with Coditude today to secure your digital assets and embrace the future of cybersecurity with confidence.

[oneidp]

Zero Trust Vs. Traditional Security Models

Understand Zero Trust vs Traditional Security: Unlike traditional models that trust internal users, Zero Trust verifies every access request, offering stronger protection against internal threats and evolving risks.

[fabaulti]

I think most of us should take the whole ai scraping situation as a sign that we should maybe stop giving google/facebook/big corps all our data and look into alternatives that actually value your privacy.

i know this is easier said than done because everybody under the sun seems to use these services, but I promise you it’s not impossible. In fact, I made a list of a few alternatives to popular apps and services, alternatives that are privacy first, open source and don’t sell your data.

right off the bat I suggest you stop using gmail. it’s trash and not secure at all. google can read your emails. in fact, google has acces to all the data on your account and while what they do with it is already shady, I don’t even want to know what the whole ai situation is going to bring. a good alternative to a few google services is skiff. they provide a secure, e3ee mail service along with a workspace that can easily import google documents, a calendar and 10 gb free storage. i’ve been using it for a while and it’s great.

a good alternative to google drive is either koofr or filen. I use filen because everything you upload on there is end to end encrypted with zero knowledge. they offer 10 gb of free storage and really affordable lifetime plans.

google docs? i don’t know her. instead, try cryptpad. I don’t have the spoons to list all the great features of this service, you just have to believe me. nothing you write there will be used to train ai and you can share it just as easily. if skiff is too limited for you and you also need stuff like sheets or forms, cryptpad is here for you. the only downside i could think of is that they don’t have a mobile app, but the site works great in a browser too.

since there is no real alternative to youtube I recommend watching your little slime videos through a streaming frontend like freetube or new pipe. besides the fact that they remove ads, they also stop google from tracking what you watch. there is a bit of functionality loss with these services, but if you just want to watch videos privately they’re great.

if you’re looking for an alternative to google photos that is secure and end to end encrypted you might want to look into stingle, although in my experience filen’s photos tab works pretty well too.

oh, also, for the love of god, stop using whatsapp, facebook messenger or instagram for messaging. just stop. signal and telegram are literally here and they’re free. spread the word, educate your friends, ask them if they really want anyone to snoop around their private conversations.

regarding browser, you know the drill. throw google chrome/edge in the trash (they really basically spyware disguised as browsers) and download either librewolf or brave. mozilla can be a great secure option too, with a bit of tinkering.

if you wanna get a vpn (and I recommend you do) be wary that some of them are scammy. do your research, read their terms and conditions, familiarise yourself with their model. if you don’t wanna do that and are willing to trust my word, go with mullvad. they don’t keep any logs. it’s 5 euros a month with no different pricing plans or other bullshit.

lastly, whatever alternative you decide on, what matters most is that you don’t keep all your data in one place. don’t trust a service to take care of your emails, documents, photos and messages. store all these things in different, trustworthy (preferably open source) places. there is absolutely no reason google has to know everything about you.

do your own research as well, don’t just trust the first vpn service your favourite youtube gets sponsored by. don’t trust random tech blogs to tell you what the best cloud storage service is — they get good money for advertising one or the other. compare shit on your own or ask a tech savvy friend to help you. you’ve got this.

[rustedleopard]

Happy April 1st y'all. In honor of today, I'm going to be coming at you with some of my Most Correctist Undertale Yellow Takes™. Just the absolute Truest Interpretations about Undertale Yellow that you should accept with zero thought whatsoever because they're all totally correct and factual and trust me I'm right.

I'll start things off with: Chujin was 100% correct with everything that he did.

Repeatedly throwing himself into building a human apprehension robot despite how it risked his job security when he had his family relying on him for financial support and how his Axis Models weren't working? His tenacity is admirable! He's taking the conflict between humans and monsters seriously unlike the rest of his slacker coworkers! Besides, Chujin did eventually get it right with Model 014; since Asgore had given him 8 tries already, what's another 6 more?

Being fired by Asgore after setting his flowerbed on fire? Asgore was a dick for that. Fuck the Royals! Like I said, Chujin did make a functional Axis eventually, Asgore should've realized that Chujin was going somewhere with his invention and recognized him for the genius that he was. Hell, Chujin should've been the Royal Scientist with how good he was doing. Besides, those were just a bunch of dumb flowers that caught fire, not like they had any sentimental meaning.

Not telling his wife that he got fired and instead telling her that he retired? Yeah, that is the right thing to do. Can't have your wife be disappointed in you. Happy wife, happy life, amiright? Same with having her take over the responsibilities of being the breadwinner while he volunteered around the Underground. Obviously if Ceroba didn't want to be the housewife AND the breadwinner, she would've said something. She seemed perfectly content with this arrangement because she didn't protest it. Besides, the entire Underground needs Chujin's contributions far more than his own home.

Abandoning Kanako and Dalv after Integrity attacked them to go sicc Axis on the human? Chujin really stepped up as the hero in that moment. Look, so what if his daughter was left alone with her injured friend for who knows how long during this time. The issue of the dangerous human killing monsters was far more pressing than his child's hurt feelings. Besides, she survived so it's not like him being there for her would've made a difference.

And lastly, I can conclude with a 100% certainty that Chujin's serum would've been effective with a pure-hearted human SOUL. Look, he was clearly onto something with injecting human SOUL extract directly into his SOUL and then harvesting that combined extract to make a Boss Monster Serum. He's a big, strong Boss Monster and a human SOUL is incredibly powerful. Strong SOUL + Strong SOUL = Serum to make Strong SOULs. It's so simple that it makes sense! If only Integrity wasn't such a dick and killed monsters, then their SOUL could've been put to good use. SMH. Oh well, at least that evil little kid got what they deserved in the end.

[james0cy]

Business Owner’s Stolen Crypto Recovered After 5-Month Ordeal

When Troy Nathan., the CEO of a boutique software startup based in Austin, Texas, opened an email that appeared to be from a trusted vendor, he had no idea it would mark the beginning of a five-month nightmare.

The message contained a routine-looking invoice and a link to a PDF. But the link redirected him to a spoofed login page that captured his private keys. Within an hour, over $230,000 worth of Ethereum had been drained from his company’s digital wallet. “My heart dropped. I refreshed the wallet and saw the balance was almost zero. I just sat there in disbelief,” Troy said.

The next several weeks were filled with panic, confusion, and failed attempts to recover the funds. Troy hired independent IT security consultants and even reached out to legal experts in blockchain fraud. “Everyone told me the same thing: once it’s gone, it’s gone. That’s the reality of crypto,” he recalled.

But Troy refused to accept that answer.

One late night on a crypto recovery forum, a comment stood out a user recommended a low-profile but highly skilled team called Astraweb, known for using forensic tools to track down stolen digital assets. With little to lose, Troy reached out to their team via Astraweb@cyberdude.com.

To his surprise, Astraweb responded within hours. Their recovery process started with a deep forensic audit of the compromised wallet, followed by blockchain behavior modeling to identify and trace the attackers’ movement. According to Troy, Astraweb utilized tools that could map smart contracts and wallet clusters even when hackers attempted to launder funds across decentralized exchanges or mix them in tumblers.

“They explained everything clearly, didn’t overpromise, and took the time to understand the attack,” Troy said. “Within a few weeks, they had mapped out a trail of transactions and began actively tracking the stolen Ethereum across multiple wallets.”

Using smart contract analytics and darknet monitoring tools, Astraweb was able to intercept transactions and ultimately recover 91% of the stolen assets. “I couldn’t believe it. They recovered over $210,000 worth of Ethereum. I’d already written it off as a total loss.”

Astraweb declined to comment for this story, citing confidentiality and the ongoing nature of other recovery operations. However, their track record is quietly growing in crypto circles, where anonymity and theft often go hand-in-hand.

Troy has since overhauled his company’s digital security protocols. Multi-signature wallets, cold storage, staff training, and simulated phishing tests are now part of the company culture. “This experience taught me that even tech professionals aren’t immune. But there are experts out there who can help if you know where to look.”

For business owners and individuals who have fallen victim to crypto theft, Troy has one recommendation: “Don’t give up. Contact Astraweb at Astraweb@cyberdude.com

[wishgeekstechserve]

Top Cybersecurity Solutions Providers in Delhi-NCR: Wish Geeks Techserve

Cybersecurity services in India have become an essential investment for businesses looking to safeguard their digital infrastructure from rising cyber threats. With an increasing number of data breaches, phishing attacks, and malware infiltrations, organizations cannot afford to overlook the importance of strong IT security frameworks. Companies in Delhi-NCR, in particular, need to prioritize security due to the region's rapid technological growth and evolving cyber risk landscape.

Finding the top cybersecurity solutions provider in India is crucial for ensuring business continuity, regulatory compliance, and data integrity. Among the top contenders offering robust security solutions is Wish Geeks Techserve, a trusted IT security services India provider known for its innovative and customized cybersecurity strategies.

The Growing Cybersecurity Challenges in India

As the digital economy expands, businesses face a multitude of security threats ranging from ransomware attacks to sophisticated hacking attempts. The emergence of remote working models and cloud computing has further increased the vulnerability of organizations, making network security services in India a necessity rather than an option. The cyber threat landscape includes:

Phishing and Social Engineering Attacks: Cybercriminals exploit human vulnerabilities through fraudulent emails and deceptive practices to gain unauthorized access to sensitive information.

Malware and Ransomware Infections: Malicious software infiltrates systems, encrypting or corrupting critical business data, often leading to significant financial losses.

Insider Threats and Human Errors: Employees, either maliciously or unintentionally, can cause security breaches through weak passwords, mishandling of data, or lack of security awareness.

DDoS (Distributed Denial-of-Service) Attacks: Hackers overwhelm business networks with excessive traffic, leading to downtime and operational disruptions.

Cloud Security Risks: With increasing cloud adoption, businesses must ensure secure cloud storage, access management and data encryption practices to prevent unauthorized intrusions.

Why Choose Wish Geeks Techserve as the Best Cybersecurity Company in India?

Wish Geeks Techserve stands out among cybersecurity solutions providers in India, offering state-of-the-art security services tailored to businesses of all sizes. Their comprehensive approach ensures complete protection from internal and external threats. Here’s what makes them the ideal IT security services India provider:

1. Advanced Cybersecurity Solutions for End-to-End Protection

Wish Geeks Techserve provides holistic security solutions that cover all aspects of IT security. Their expertise spans across:

Threat Intelligence & Risk Assessment: Proactively identify vulnerabilities and strengthen weak points before attacks occur.

Endpoint Protection & Malware Defense: Implementing security measures that shield endpoints like computers, mobile devices and IoT systems from cyber threats.

Firewall & Intrusion Prevention Systems (IPS): Ensuring that network boundaries remain impervious to unauthorized access attempts.

Incident Response & Forensics: Swift action in the event of a cyberattack, minimizing damage and preventing future breaches.

2. Comprehensive Network Security Services in India

As a leading cybersecurity solutions provider in India, Wish Geeks Techserve specializes in network security services in India, ensuring robust defense mechanisms against cyber threats. Their network security offerings include:

Secure VPN Implementations: Allowing safe and encrypted remote access for employees working from different locations.

DDoS Protection & Mitigation: Preventing large-scale cyberattacks that aim to disrupt operations.

Zero Trust Security Frameworks: Adopting a ‘never trust, always verify’ approach to user authentication and access control.

3. 24/7 Cybersecurity Monitoring & Incident Response

Cyber threats do not operate within business hours, which is why Wish Geeks Techserve provides round-the-clock monitoring and support. Their dedicated Security Operations Center (SOC) continuously tracks anomalies, preventing attacks before they escalate.

4. Regulatory Compliance & Data Privacy Solutions

With stringent data protection regulations like GDPR and India’s upcoming Personal Data Protection Bill, businesses must comply with legal security mandates. Wish Geeks Techserve helps companies meet these requirements by implementing industry-leading compliance strategies and ensuring secure handling of customer and business data.

5. Customized Cybersecurity Strategies for Businesses

Recognizing that no two businesses have the same security needs, Wish Geeks Techserve delivers customized cybersecurity services in India based on industry-specific challenges. Whether it's securing financial transactions, protecting healthcare records, or preventing e-commerce fraud, their team crafts personalized solutions to fit organizational requirements.

How Businesses Can Benefit from Strong Cybersecurity Measures

Adopting best-in-class IT security services India offers multiple benefits beyond just data protection. Businesses that invest in top-tier security measures experience:

Improved Customer Trust: Demonstrating commitment to data privacy enhances brand credibility.

Reduced Financial Losses: Preventing cyberattacks reduces the risk of hefty ransom payments, fines and revenue losses due to downtime.

Operational Efficiency: Secure IT environments enable seamless business operations without disruptions from malware or unauthorized access.

Competitive Advantage: Businesses that prioritize cybersecurity gain an edge over competitors who fail to implement robust security strategies.

Conclusion

Cybersecurity is no longer a choice but a necessity for businesses in Delhi-NCR and across India. Choosing the right cybersecurity solutions provider in India can make all the difference in ensuring business continuity and protection against cyber threats. Wish Geeks Techserve emerges as one of the best cybersecurity companies in India, offering cutting-edge IT security services in India that cater to businesses of all sizes. Their expertise in network security services in India ensures that organizations remain resilient against evolving cyber risks.

If you’re looking for a trusted partner to fortify your cybersecurity infrastructure, Wish Geeks Techserve is the go-to provider, ensuring that your business stays secure in the ever-changing digital landscape. Invest in strong security measures today and safeguard your business’s future!

[rathcoremarketing]

What's Happening to SEO? 8 SEO Trends for 2025

🔄 Updated 2/26/2025

🕓 8-Min Read

🦘 Section Jumper

Optimize for E-E-A-T Signals

AI Overview and SEO

Forum Marketing and SERPs Updates

Is Traditional SEO Still Relevant

Zero-Click Searches

Map Pack and Local Heat Maps

Voice and Mobile Search Optimization

What's Better for AI: BOFU or TOFU Content?

Let’s call it what it is —SEO isn’t some clever marketing hack anymore; it’s now a battlefield where the rules change faster than your morning coffee order. And if you’ve been patting yourself on the back for nailing your SEO strategy, look, those same strategies might already be obsolete. Yeah, that’s how fast the game is flipping.

For years, we’ve been told that backlinks and keywords were the golden tickets. And now?

Gen Z is asking TikTok instead of Google, search engines are reading context like a nosy detective, and over half of all searches don’t even bother clicking on anything.

Welcome to SEO trends for 2025—a world where your next competitor might be an AI tool, a 3-second video, or even Google itself deciding to hoard its users.

1. Optimize for E-E-A-T Signals

There’s no nice way to say this: if your content isn’t radiating credibility, Google probably isn’t interested.

Now comes E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness. While it sounds like a mouthful, it’s the compass guiding Google’s ranking algorithm in 2025. If your content strategy ignores these signals, you're handing over your traffic to someone else—no questions asked.

What Is E-E-A-T, and Why Does It Matter?

E-E-A-T isn’t just some buzzword for digital marketing geeks to toss around at conferences. It’s Google’s way of separating the wheat from the chaff. Experience means real-world insights. Expertise ensures your content doesn’t sound like it’s written by an intern on their first day. Authoritativeness demands recognition from your industry.

And trust?

Well, it’s the silent decider—get it wrong, and everything else crumbles.

For content optimization in 2025, ignoring E-E-A-T signals means you’re throwing darts blindfolded. Google’s updates now measure not just what you say, but why anyone should care. And here’s the thing: thin content and anonymous authors are SEO death sentences.

How to Nail E-E-A-T (and Stay Ahead of the Latest SEO Trends)

Experience

Share specific, actionable knowledge. Generic advice doesn’t cut it anymore.

Example: A blog about SEO trends shouldn’t vaguely define "SEO"—it should delve into zero-click searches or multimodal search backed by real-world data.

Expertise

Feature qualified authors or contributors. Link their credentials to their content. Google actually checks authorship, so anonymous content only screams "spam."

Authoritativeness

Earn backlinks from reputable sites. Don’t fake authority—Google sees through it.

Trustworthiness

Secure your site (HTTPS), include proper sourcing, and avoid clickbait titles that don’t deliver.

The Hard Truth about E-E-A-T

E-E-A-T is the foundation for content optimization in a post-2024 world. The latest SEO trends show Google’s focus isn’t just on keywords but on the credibility of your entire digital presence.

It’s no longer enough to rank; you need to deserve to rank.

2. AI Overview and SEO

Artificial Intelligence is practically running the show. In 2025, AI isn’t a gimmick; it’s the brains behind search engines, content creation, and the unspoken secrets of what ranks. If you’re still crafting strategies without factoring in AI, here’s the harsh truth: you’re optimizing for a version of the internet that’s already irrelevant.

How AI Is Reshaping SEO

AI has transcended its “future of marketing” tagline. Today, it’s the present, and every search marketer worth their salt knows it.

Let’s break it down:

AI-Driven Search Engines

Google’s RankBrain and Multitask Unified Model (MUM) are redefining how search intent optimization works. They analyze context, intent, and semantics better than ever. Gone are the days when sprinkling keywords like fairy dust could boost rankings. AI demands relevance, intent, and, let’s be honest, better content.

Automated Content Creation

Tools like ChatGPT and Jasper are churning out content faster than most humans can proofread. The catch is, Google’s Helpful Content Update is watching—and penalizing—low-quality AI spam. Automated content might save time, but without a human layer of expertise, it’s a one-way ticket to obscurity.

Smart Search Predictions

AI isn’t just predicting what users type—it’s analyzing how they think. From location-based recommendations to real-time search trends, AI is shaping results before users finish typing their queries. This makes AI SEO tools like Clearscope and Surfer SEO essential for staying competitive.

Google AI Overview SERP: The New Front Door of Search

What Makes Google AI Overview SERPs Stand Out?

Generative AI Summaries In late 2023, Google started rolling out generative AI summaries at the top of certain searches. These provide quick, digestible answers pulled from the web, cutting through the noise of lengthy pages. It’s fast, convenient, and often the first (and only) thing users see. Pro Tip: Structure your content to directly answer questions concisely while retaining depth. Think FAQ sections, bullet points, and clear headers.

Visual Enhancements Google AI Overview SERPs now integrate rich visuals, including images, charts, and interactive elements powered by AI. These upgrades aren’t just eye-catching; they drive engagement. Pro Tip: Optimize images with alt text, compress them for speed, and ensure visual assets are relevant and high-quality.

Personalization on Steroids Google’s AI doesn’t just know what users want—it predicts it. From personalized recommendations to local search enhancements, SERPs are more targeted than ever. Pro Tip: Leverage local SEO strategies and schema markup to cater to these hyper-personalized results.

Adapting to Google AI SERPs

Aim for Snippet Domination: Featured snippets are now more important than ever, with AI summaries pulling directly from them. Answer questions directly and succinctly in your content.

Invest in Topic Clusters: AI thrives on context. Interlinking detailed, related content helps your site signal authority and relevance.

Optimize for Real Intent: With AI interpreting user queries more deeply, addressing surface-level keywords won’t cut it. Focus on intent-driven long-tail keywords and nuanced subtopics.

The Bottom Line

Google’s AI Overview SERP is the digital gateway to visibility in 2025. If your strategy isn’t aligned with these changes, you risk becoming invisible. Adapt your content to meet the demands of AI-driven features, and you’ll not just survive—you’ll thrive in this new SEO frontier.

What This Means for Your Strategy

AI-Assisted Content: Use AI for efficiency, but let humans handle creativity and trust-building.

Search Intent Optimization: Focus on answering deeper, adjacent questions. AI rewards nuanced, contextual relevance.

Invest in Tools: Tools like SEMrush and Ahrefs now integrate AI-powered insights, helping you stay ahead.

Look, artificial Intelligence in SEO isn’t an edge—it’s the standard. By 2025, marketers who don’t adapt will find their strategies in a digital graveyard. AI doesn’t replace your expertise; it amplifies it. Use it wisely—or get left behind.

3. Forum Marketing and SERP Updates

Platforms like Reddit, Quora, and niche communities are silently reshaping SEO and slipping into prime real estate on search engine results pages (SERPs). For marketers obsessed with the usual Google ranking factors, ignoring community-driven content could be the blind spot that costs you big.

Why Forums Are Influencing SERPs

Content Depth

Community-driven content is often nuanced, answering long-tail questions that traditional blogs barely skim. For instance, a Quora thread titled “Best local SEO strategies for small businesses in 2025” isn’t just generic advice—it’s specific, diverse, and sometimes brutally honest.

Searcher Intent Alignment

Forums directly address search intent optimization by catering to niche queries. Whether it’s “How to rank for hyper-local searches” or “Why my Google Business profile isn’t showing up,” forums deliver precise, user-generated insights.

Fresh Perspectives

Unlike stale, regurgitated SEO articles, forums thrive on updated discussions. A Reddit thread on “latest SEO trends” could become the top result simply because it offers real-time relevance.

What Marketers Need to Do

Engage, Don’t Spam

Build credibility by genuinely contributing to forums. Overly promotional comments are a fast track to being ignored—or worse, banned.

Monitor Trends

Tools like AnswerThePublic and BuzzSumo can identify trending community topics. Use these to create content that aligns with user discussions.

Optimize for SERP Features

Structure blog content to mimic forum-style Q&As. Google loves direct, conversational formats.

Ignoring the surge of forum content is no longer an option. So, don’t get left behind watching Quora outrank your site—adapt now.

4. Is Traditional SEO Still Relevant?

The debate is as old as Google itself: does traditional SEO still matter in a world where AI is taking over and search engines are rewriting the rules of engagement?

Traditional SEO Techniques That Still Work

Link Building (Reimagined)

Backlinks still matter, but Google has become savvier about quality over quantity. A link from an authoritative site in your niche outweighs ten random backlinks from irrelevant sources. Focus on building relationships with industry leaders, writing guest blogs, or getting cited in high-quality articles.

On-Page Optimization (Evolved)

Forget sprinkling keywords mindlessly. Google now prioritizes user experience SEO, meaning your headings, meta descriptions, and URLs need to align with search intent. Want to rank? Structure content logically, use descriptive titles, and, for goodness’ sake, stop overloading every tag with keywords.

Local SEO Strategies

Hyper-local searches like "coffee shops near me" are driving significant traffic. Traditional techniques like Google Business Profile optimization and consistent NAP (Name, Address, Phone) info still dominate here. What’s changed? You need to engage actively with reviews and ensure your profile reflects real-time updates.

Techniques That Need an Update

How to Adapt Traditional SEO in 2025

5. Zero-Click Searches

Now, let’s address the elephant on the search results page: zero-click searches. They’re not a trend anymore—they’re the new standard. With over 65% of Google searches ending without a click in 2020, search engines are clearly keeping users on their turf. They’re not just gatekeepers of information; they’re now the landlords, decorators, and sometimes the dinner hosts, offering all the answers upfront. And for businesses, this means rethinking how success in SEO is measured.

The Impact on SEO

Shift in Metrics

Forget obsessing over click-through rates. The latest SEO trends demand focusing on visibility within the SERP itself. If your business isn’t occupying rich result spaces, you’re effectively invisible.

Search Intent Optimization

Google isn’t just guessing user intent anymore—it’s anticipating it with precision. To stay relevant, businesses need to answer why users are searching, not just what they’re searching for.

Authority Consolidation

Zero-click features favor high-authority domains. If your brand isn’t seen as a credible source, you’re not making it into that snippet box.

How to Optimize for Zero-Click Searches

Target Featured Snippets

Structure your content with clear, concise answers at the top of your pages. Use lists, tables, and bullet points to cater to snippet formats.

Utilize Schema Markup

Help search engines understand your content by adding structured data. This boosts your chances of landing in rich results.

Focus on Hyper-Specific Queries

Zero-click searches thrive on niche, long-tail questions. Create content that directly addresses these to increase visibility.

What It Means for Businesses

In the world of zero-click searches, SEO success is about dominating the SERP real estate. Businesses that fail to adapt will find themselves in a no-click graveyard, while those who master rich results will cement their place as authority figures. Either way, the clicks aren’t coming back.

So, are you ready to play Google’s game—or be played?

6. Map Pack and Local Heat Maps

The truth is, if your business isn’t showing up in Google’s Map Pack, you might as well not exist for local customers. The Map Pack is literally the throne room of local SEO, and in 2025, it’s more competitive than ever. Pair that with Local Heat Maps—Google’s not-so-subtle way of telling businesses where they rank spatially—and you’ve got the ultimate battleground for visibility.

What Are the Map Pack and Local Heat Maps?

The Map Pack is that prime real estate at the top of local search results showing the top three businesses near a user. It’s concise, visual, and, let’s be honest, the first (and often only) thing users check. Local Heat Maps complement this by analyzing searcher behavior within a geographic radius, showing which businesses dominate specific zones.

Why It Matters

Visibility Drives Foot Traffic

According to recent studies, 78% of local mobile searches result in an offline purchase. If you’re not in the Map Pack, those sales are walking straight into your competitor’s doors.

User Proximity Bias

Google prioritizes businesses not just based on relevance but on proximity. If your listing isn’t optimized for precise local searches, you’re leaving money on the table.

Direct Influence on SERP Performance

Appearing in the Map Pack boosts Google ranking factors for local search queries, feeding visibility into both online and offline spaces.

How to Maximize Visibility in Local SEO

Optimize Your Google Business Profile (GBP):

Ensure your NAP (Name, Address, Phone) is accurate and consistent.

Add high-quality images, respond to reviews, and frequently update operating hours.

Focus on Reviews:

Encourage happy customers to leave reviews.

Respond to every review (yes, even the bad ones). Engagement signals trustworthiness.

Leverage Local Keywords:

Target queries like "best [your service] near me" or "[service] in [city]" to rank for location-based searches.

Tools like BrightLocal and Whitespark can help you track local performance.

Use SEO Automation Tools:

Tools like SEMrush and Moz Local can audit your listings, track rankings, and streamline updates. Automating repetitive tasks frees up time for deeper optimizations.

7. Voice and Mobile Search Optimization

Let’s get one thing straight: if your SEO strategy isn’t optimized for voice and mobile searches, you’re catering to an audience that doesn’t exist anymore. By 2025, voice-driven queries and mobile-first indexing are the baseline. If your website can’t keep up, neither will your rankings.

Why Voice and Mobile Search Dominate SEO

Voice Search is Redefining Queries

Voice search isn’t just “spoken Google.” It’s transforming how users ask questions. Searches are longer, more conversational, and often hyper-specific. For example, instead of typing “best SEO tools,” users now say, “What’s the best SEO automation tool for small businesses?” If your content doesn’t align with this natural language, you’re invisible.

Mobile is Non-Negotiable

Google’s mobile-first indexing means it now ranks websites based on their mobile versions. If your site is clunky on a smartphone, your desktop masterpiece won’t save you. And with nearly 60% of all searches happening on mobile, responsive design isn’t optional—it’s critical.

How to Optimize for Voice and Mobile

Create Conversational Content:

Use natural language that matches how people talk. Think FAQs and “how-to” guides tailored for voice queries.

Focus on long-tail keywords like “how to optimize for mobile-first indexing” rather than rigid phrases.

Mobile-First Design:

Prioritize responsive design that adapts seamlessly to smaller screens.

Optimize loading speed; anything over 3 seconds is SEO suicide.

Leverage Local SEO:

Most voice searches are local. Queries like “nearest coffee shop open now” thrive on accurate local listings.

Ensure your Google Business Profile is up-to-date and features consistent NAP info.

Use Structured Data:

Schema markup helps search engines interpret your content, increasing the likelihood of appearing in voice search results.

The future of SEO is voice-driven and mobile-first, and both require you to rethink how you structure your content and your site. Optimizing SEO for voice search and mobile-first indexing future-proofs your business. And if you’re not ready to adapt, don’t worry—your competitors already have.

8. What's Better for AI: BOFU or TOFU Content?

Let’s start with the obvious: not all content is the same, especially when AI gets involved. The age-old debate between Top of Funnel (TOFU) and Bottom of Funnel (BOFU) content just got a modern twist, thanks to the rise of AI-driven SEO. The real question isn’t which one is better—it’s how to use AI to optimize both.

Look, if you’re focusing on one and neglecting the other, you’re leaving money—and rankings—on the table.

TOFU Content: Casting the Wide Net

Top of Funnel content is designed to attract and inform. Think of blog posts, educational guides, or those “What is [your product]?” articles. In the AI era, TOFU content isn’t just about driving traffic; it’s about structured data examples and search intent optimization. AI tools like ChatGPT help create scalable, topic-driven content tailored for discovery.

Why TOFU Matters:

It builds brand awareness and visibility.

Optimized TOFU content aligns with broad search intent, capturing users who aren’t ready to buy but are hungry for knowledge.

TOFU shines in industries with complex products that need explanation before consideration.

BOFU Content: Sealing the Deal

On the other hand, Bottom of Funnel content focuses on converting leads into customers. This includes case studies, product comparisons, and detailed how-to content. AI isn’t just speeding up content creation here; it’s enabling hyper-personalized, decision-driven assets.

Why BOFU Matters:

It answers purchase-ready queries like “best SEO automation tools for small businesses.”

BOFU works wonders for products or services with shorter sales cycles or high competition.

The content can include dynamic features like interactive product demos or AI-generated testimonials to push users over the edge.

The Verdict: Which One Wins?

Neither. TOFU and BOFU content work best as part of a balanced strategy. AI thrives when it’s used to create and optimize both stages of the buyer’s journey.

For example:

Use AI to analyze trends and structure TOFU content for long-tail keywords.

Deploy AI for data-driven BOFU personalization, ensuring the content resonates with users’ specific needs.

AI isn’t here to settle the TOFU vs. BOFU debate—it’s here to make sure you never have to choose. A well-rounded strategy, powered by AI, ensures you attract the right audience and convert them when the time is right. If you’re doing one without the other, you’re playing half the game.

Contact Us

Contact us for more info or to chat about your business strategy in 2025

Staying Ahead of SEO Trends in 2025

SEO isn’t static, and 2025 won’t give you time to rest on outdated strategies. From zero-click searches hijacking clicks to AI redefining the content game, keeping up isn’t just a choice—it’s survival. Businesses that ignore these SEO trends risk fading into irrelevance faster than you can say “algorithm update.”

The solution? Adapt now!

Use AI SEO tools to fine-tune your strategy, optimize for human intent (not just search engines), and rethink how you create TOFU and BOFU content. It’s not about doing everything—it’s about doing the right things smarter and faster.

Start applying these insights today. Your competitors already are.

[sokowachi]

STON.fi: Breaking Barriers in DeFi—A Powerful Presence at Hack Seasons, Hong Kong

The evolution of decentralized finance (DeFi) isn’t just about technology—it’s about real conversations, real solutions, and real impact. The latest chapter in STON.fi’s journey unfolded in Hong Kong, where we didn’t just participate in a conference—we made our presence felt.

With new features in the final testing phase, including wstableswap pools and arbitrary provision, the timing couldn't be better. STON.fi isn’t just keeping up with DeFi’s rapid pace—it’s driving the change.

A Defining Moment at Hack Seasons Conference

Hong Kong’s Hack Seasons Conference, hosted by Mpost Media Group, wasn’t just another industry meetup. It was a gathering of the sharpest minds in Web3, blockchain, and decentralized finance, all coming together to address one of the biggest questions in crypto:

“Are DEXs the New Financial Core?”

On stage, STON.fi’s Chief Marketing Officer, Andrey, joined an elite panel of industry leaders to dissect the realities, challenges, and opportunities ahead. The conversation didn’t just skim the surface—it went straight to the core of what’s shaping the future of finance.

Key Insights from the Discussion

🔹 The Bridge Between Traditional Finance and DeFi

Decentralization is powerful, but adoption won’t happen overnight. Traditional finance (TradFi) operates on deep-rooted structures that won’t simply disappear. Instead of replacing, DeFi must integrate and complement these systems, ensuring a seamless transition for institutions and users alike. STON.fi is building solutions with this reality in mind.

🔹 The Trust Factor in Decentralized Exchanges

Users aren’t just looking for high-speed transactions or lower fees—they’re looking for security, transparency, and reliability. Without trust, even the most innovative DEX won’t gain traction. That’s why STON.fi prioritizes:

✅ Smart contract audits for security assurance

✅ User-friendly interfaces to reduce friction

✅ Transparent governance models to keep power in the hands of the community

🔹 The Competitive Edge of a DEX

The DeFi space is saturated, but not all exchanges are built the same. Interoperability, efficiency, and scalability determine whether a platform thrives or fades into the background. STON.fi isn’t here to compete in a crowded market—we’re here to set new standards.

Beyond the Panel—What’s Next

This conference wasn’t just about discussions; it was about setting the stage for what comes next. And for STON.fi, that means:

🔵 The final rollout of wstableswap pools and arbitrary provision—introducing new levels of liquidity optimization.

🔵 Expanding community-driven discussions, live meetups, and strategic partnerships.

🔵 Continuing to push DeFi innovation forward—building a more inclusive, accessible financial ecosystem.

The momentum from Hack Seasons Conference isn’t fading—it’s fueling what’s ahead. Stay connected, stay informed, and most importantly, stay ahead with STON.fi.

#Stonfi #DeFi #Crypto #Web3 #Decentralization

[ksoftwebdevelopment]

Online Classified Ads: A Classic Example of C2C E-Commerce

The Power of Online Classified Ads in C2C E-Commerce

In today’s digital era, e-commerce has redefined how individuals and businesses interact, creating seamless connections between buyers and sellers. A shining example of this transformation is the rise of C2C (Consumer-to-Consumer) e-commerce, with online classified ads leading the charge. Platforms like Craigslist, OLX, and Facebook Marketplace have revolutionized the traditional marketplace by making transactions faster, more convenient, and globally accessible.

Let’s explore how online classified ads exemplify C2C e-commerce, the technology behind their success, and the significant role they play in shaping the digital economy.

What is C2C E-Commerce?

C2C e-commerce, or consumer-to-consumer electronic commerce, facilitates direct transactions between individual buyers and sellers using third-party platforms. Unlike B2C (Business-to-Consumer) or B2B (Business-to-Business) models, C2C focuses entirely on connecting consumers for transactions without a middleman business.

Online classified ads are the backbone of C2C e-commerce, acting as digital hubs where users list products and services for sale. Other users can then browse, negotiate, and purchase directly from the seller.

Why Online Classified Ads Are Ideal for C2C E-Commerce

1. Direct Consumer Interaction Classified platforms prioritize direct communication between buyers and sellers. This immediate interaction fosters trust and simplifies decision-making, making transactions quicker and more personal.

2. Low or Zero Transaction Costs Most platforms allow users to post ads for free or charge minimal fees. This affordability encourages individuals to sell items and services, creating a thriving marketplace.

3. Diverse Offerings From second-hand furniture and electronics to rental properties and job postings, online classifieds cover a broad spectrum of categories, catering to a wide range of consumer needs.

4. Global and Local Reach Users can choose between targeting local buyers for quick sales or reaching a global audience for niche products, making these platforms highly versatile.

5. User-Friendly Platforms Designed to be simple and intuitive, classified sites are accessible to users of all skill levels, enabling easy posting, browsing, and communication.

The Technology Behind Online Classified Platforms

The success of online classified ads lies in the sophisticated technologies powering these platforms:

Advanced Search Algorithms: These ensure users quickly find relevant listings based on location, category, and price.

Secure Payment Gateways: Many platforms integrate secure payment options to safeguard transactions.

Responsive Web Design: Classified platforms are optimized for mobile devices, ensuring consistent user experiences across screens.

AI-Powered Recommendations: Artificial intelligence offers personalized suggestions based on user preferences and browsing behavior.

SEO and Analytics: Platforms leverage SEO to boost the visibility of listings on search engines and use analytics to understand and enhance user engagement.

Benefits of Online Classified Ads in C2C E-Commerce

1. Empowering Small Sellers Classified ads provide a level playing field for individuals and small businesses to reach buyers without requiring a physical storefront.

2. Promoting Sustainability By encouraging the resale of second-hand goods, these platforms reduce waste and contribute to a circular economy.

3. Faster Transactions With features like instant messaging and real-time notifications, classified platforms streamline communication and accelerate deals.

4. Cost-Effective Marketing Sellers can create impactful ads with photos and detailed descriptions without needing expensive marketing campaigns.

Challenges in C2C E-Commerce via Classified Ads

Despite their advantages, online classifieds face challenges:

Trust Issues: Buyers may worry about product quality, payment security, or fraudulent listings.

Minimal Regulation: Without strict oversight, issues like spam, counterfeit goods, and misleading ads may arise.

High Competition: The abundance of listings can make it hard for sellers to stand out without investing in premium placements.

Logistics: Delivery is often left to buyers and sellers, complicating transactions for bulky or long-distance items.

How Online Classified Ads Drive C2C E-Commerce Growth

Despite these obstacles, classified platforms remain pivotal in the growth of C2C e-commerce for several reasons:

Democratization of Commerce: They empower anyone with internet access to participate in the marketplace.

Innovative Monetization: Features like promoted ads and premium listings offer additional value to users while generating revenue for platforms.

Community Building: By fostering local transactions and encouraging user feedback, classified platforms create engaged communities.

Optimizing Classified Listings with SEO

For sellers, SEO (Search Engine Optimization) is essential to boost visibility on classified platforms. Including relevant keywords like “buy and sell locally,” “best deals online,” or “affordable used goods” can significantly enhance listing performance.

Companies like KSoft Technologies specialize in web development, SEO strategies, and digital marketing, helping classified platforms and individual sellers achieve:

Higher rankings on search engines.

Enhanced user interfaces for better engagement.

Scalable and secure technology solutions.

The Future of Online Classified Ads in C2C E-Commerce

The future of online classifieds is bright, with innovations in AI, blockchain, and logistics solutions promising to address current challenges. These advancements can enhance trust, security, and overall user experiences, ensuring the continued growth of C2C e-commerce.

As technology evolves, businesses offering web development, mobile app development, and SEO services, such as KSoft Technologies, will play a vital role in empowering classified platforms to stay competitive and innovative.

Conclusion

Online classified ads are a cornerstone of C2C e-commerce, creating spaces for direct consumer interaction, affordable transactions, and sustainable commerce. By connecting buyers and sellers without traditional barriers, these platforms exemplify the potential of technology-driven marketplaces.

Whether you're looking to improve your classified platform or enhance your digital presence, KSoft Technologies offers cutting-edge solutions in web development, mobile app creation, and SEO strategies to help you thrive.

Visit KSoft Technologies today and discover how we can help elevate your business in the evolving digital economy! 🚀

[zaraxkumar]

— BASICS

Name: Zara Kumar Age / D.O.B.: 39 / January 5th 1985 Gender, Pronouns & Sexuality: CisFemale, She/Her, Heterosexual Hometown: Queens, NY Affiliation: Civilian Job position: Global Head of Cybersecurity at Goldman Sachs Education: Master’s Degree in Computer Science from Standford Relationship status: Divorced Children: 1 daughter, Saira Positive traits: Intelligent, Resilient, Kindhearted, Persuasive, Sentimental Negative traits: Secretive, Stubborn, Self-Indulgent, Compulsive, Obsessive

— BIOGRAPHY

Early Life and Education

1985: Born in Queens, New York, after her big brother Rahi, was a very happy child. 

1990-2003: Attended a competitive public high school: The Bronx High School of Science, excelling in STEM subjects, particularly math and computer science. Participated in programming clubs and cybersecurity competitions.

College and Early Career

2003-2007: Attended Massachusetts Institute of Technology (MIT), earning a Bachelor’s Degree in Computer Science and Engineering. Focused on network security and cryptography.

Interned at a leading tech company, IBM, in cybersecurity during summer breaks.

2007-2009: Completed a Master’s Degree in Computer Science at StanfordUniversity, specializing in cybersecurity, machine learning, and ethical hacking. Published research papers on innovative methods for detecting and preventing cyber threats.

Professional Career

2009-2012: Joined CrowdStrike as a Junior Threat Analyst. Worked on high-profile cyber incidents, earning recognition for her work in preventing major breaches.

2012-2015: Returned to New York and worked at IBM’s X-Force Red Team, focusing on penetration testing and enterprise-level security.

2015-2020: Hired by Goldman Sachs as a Cybersecurity Specialist. Quickly promoted to Senior Analyst, then Vice President of Cybersecurity, spearheading initiatives to protect the firm from financial cybercrime.

Managed a team addressing large-scale phishing attacks and ransomware threats.

Developed and implemented a zero-trust security model for internal operations.

Personal Development and Achievements

2020-2024: Recognized as an industry leader. Regular speaker at conferences discussing the intersection of finance and cybersecurity.

Awarded accolades such as the Forbes 40 Under 40 in Technology and Cybersecurity Professional of the Year by ISC2.

Present Day

2024: At 39, she is the Global Head of Cybersecurity Operations at Goldman Sachs, overseeing teams worldwide.

Lives in Manhattan.

Actively mentors young women in STEM, emphasizing opportunities for underrepresented groups.

[wentworthpropertiesuk]

Guaranteed Rent for Landlords: Stress-Free Property Income in London!

Tired of Late Rent Payments & Tenant Hassles? 

Let’s be real—being a landlord in London or Ilford isn’t always sunshine and steady income. 

Late payments, vacancies, maintenance calls at 2 AM—all of it can turn your dream of passive income into a full-time job.

But what if you could get rent paid every month, no matter what? 

Enter Wentworth Property Management’s Guaranteed Rent Scheme—your golden ticket to stress-free property income. 

What is Guaranteed Rent?

Think of it as Netflix for landlords—a subscription model where you get paid every single month for your property, no matter if it’s occupied or not. No missed rent. No void periods. No stress.

You sign a contract with Wentworth Properties 

They rent out your property & handle tenants

You get guaranteed rent—even if it’s empty!

Sounds like a dream, right? Well, for London and Ilford landlords, this is reality. 

Why More Landlords are Choosing Guaranteed Rent

1. No More Chasing Rent Payments – Tenants late (or ghosting you)? Doesn’t matter. You get paid on time, every time.

2. No Tenant Drama – Evictions, complaints, late-night emergencies? Gone. Wentworth Properties handles everything.

3. No Empty Property Losses – Your property sits vacant? You still get paid. Simple.

4. No Hidden Fees – One fixed rental amount, no surprise deductions or agent commissions.

5. Full Property Management – Inspections, legal compliance, repairs? Handled.

Imagine getting rent like clockwork while someone else does all the work. That’s guaranteed rent London landlords can rely on.

Who is This For?

✔ First-time landlords who want a smooth, risk-free experience.

✔ Property investors looking for passive income without the usual hassle.

✔ Multi-property owners who don’t have time for tenant drama.

✔ Landlords tired of vacancies & rent delays.

Sound like you? Then it’s time to switch to guaranteed rent.

Why Wentworth Property Management?

There are plenty of companies out there, but Wentworth Properties stands out because:

They pay competitive rates – No undercutting your rental value.

They cover maintenance & legal compliance – No extra headaches.

They have years of experience – Trusted by landlords across London and Ilford.

If you want rent without risk, Wentworth Property Management is the way to go.

Final Thoughts

🔹 If you’re a landlord in London or Ilford, don’t let tenant issues & vacancies stress you out.

🔹 Get guaranteed rent for landlords and enjoy passive income with zero worries.

🔹 Wentworth Properties ensures secure, steady payments & full property management.

Ready to get started? Check out Wentworth Properties and secure your rental income today! 

[callmearcturus]

Stunt Facts: Rogue Nation Edition

as requested (thank you for indulging me) lets fucking talk about the three big stunts of Mission Impossible: Rogue Nation, aka my favorite movie of the McQuarrie Trilogy

The Batshit Plane Stunt

This is literally the cold open of the movie and doesn't spoil anything about the plot, enjoy.

This stunt came about from McQuarrie looking at a model of the plane and joking that they should have Ethan hang off the side of it. Unfortunately, Cruise took him seriously.

When Cruise and McQuarrie asked Airbus if the stunt was humanly possible, they were told it absolutely fucking wasn't. As usual, the two idiots did not listen.

Cruise was attached to a very secure harness that fed into the door. Honestly, that part, the actual attaching of Cruise to the plane was probably the safest part of the stunt.

Where the danger came in: the plane had to fly at a very careful speed. The Airbus is Fucking Enormous, as you can see from the clip, so it has to reach a certain speed just to become airborne. However, if it went too fast, there was a legitimate concern that Cruise would be maimed as he's torn bodily off the side from the windshear. Yeah.

Another issue was the chance that something would fly through the engine and hit Cruise. For this reason, the runway was vigorously cleaned of all debris. Even so, a fucking pebble managed to his Cruise and it nearly cracked his fucking ribs, and if it had hit higher, it would have fucking killed him.

According to Simon Pegg, this was the stunt Cruise was the most nervous about doing, which honestly? Makes sense. With the Burj and the underwater stunt and even the HALO jump, Cruise had control of his body and we all have to admit that he clearly knows his precise physical limitations. With the airplane stunt, he was strapped to the side with nothing he could do but survive the ordeal.

Cruise was wearing special glass contacts to protect his eyes and let him actually open them. As a side effect, he could barely see shit.

Cruise, to McQuarrie: "If it looks like I'm scared, I'm acting! Do not cut." McQuarrie knew to cut the take when Cruise started laughing manaically. (Which tbh sounds hilarious)

Oh and it was 27F so literally below zero when they did this and because Cruise wanted his outfit to be a reference to North by Northwest, he had no protection against the cold.

Tangential fun fact: Benji's ghillie suit outfit for this scene. When they got the suit in, McQuarrie and Cruise both modeled it first, sending Pegg pictures of it.

The Torus of Aw Shit Ethan Fucking Drowned

This wasn't in the original plan for the movie. Cruise spotted the pre-vis people looking at the model of the Torus and went, "Oh, cool, we're going to do an underwater scene!" The scene wasn't intended to be underwater. Moral of the story: Don't let this fucking man look at any goddamn models.

Cruise trained until he could hold his breath for six minutes to do this sequence. He even, a few times, purposefully stayed under too long and passed out so he would know what his limits felt like.

The underwater DP for the sequence found it unnerving to do because he said when you spend a lot of time underwater, you can get to a very peaceful calm place mentally and just lose track of time. Once, he pulled Cruise up bc he was scared that was happening.

Cruise: "What are you doing, I was in the moment, I was acting."

DP: "I know you were but it just got a little too real for me."

Cruise: "I get that but you need to trust me. I know my limits and I do not want to die."

The scene is more practical than it looks. Any surface Cruise touches is real. VFX were added to enhance the feel of the scene.

The scene actually exists as a continuous 3.5 minute long sequence but McQuarrie thought it dragged on too long so chose to intercut it with Benji's progress to the Gait Analysis. I personally wish they kept the full uncut sequence just to go "ha fuck you."

oh my god the stunt driving

For the car sequence: Cruise and Pegg were genuinely in the car and Cruise really was the stunt driver for the sequence. Pegg reportedly was perfectly fine being the passenger bc he trusts Cruise's driving acumen at this point.

The bit where the car does a hard turn to hit the motorcycles was for real. The car was mounted on a rig to let it spin like that and the walls of the alleyway were actually a soft foam to make it safer for the stunt cyclists to hit the sides.

For the motorcycle sequence: oooooh my fucking godddddd okay

Cruise was driving 100mph with no helmet and no protective gear. The whole thing is fully practical, though VFX was used to add even more cars into the sequence afterward.

this crazy motherfucker really did the bit where Ethan puts his knee down and scrapes it during the hard turn. he did it three fucking times. again: no protective gear.

this one is so stressful to watch but is fucking tame compared to the one in Fallout which is Actively Fucking Batshit.

this man wants to die in the name of preserving cinema, i'm telling you

[govindhtech]

How To Reduce 5G Cybersecurity Risks Surface Vulnerabilities

5G Cybersecurity Risks

There are new 5G Cybersecurity Risks technology. Because each 5G device has the potential to be a gateway for unauthorized access if it is not adequately protected, the vast network of connected devices provides additional entry points for hackers and increases the attack surface of an enterprise. Network slicing, which divides a single physical 5G network into many virtual networks, is also a security risk since security lapses in one slice might result in breaches in other slices.

Employing safe 5G Cybersecurity Risks enabled devices with robust security features like multi-factor authentication, end-to-end encryption, frequent security audits, firewall protection, and biometric access restrictions may help organizations reduce these threats. Regular security audits may also assist in spotting any network vulnerabilities and taking proactive measures to fix them.

Lastly, it’s preferable to deal with reputable 5G service providers that put security first.

Take On New Cybersecurity Threats

Cybercriminals often aim their biggest intrusions at PCs. Learn the characteristics of trustworthy devices and improve your cybersecurity plan. In the current digital environment, there is reason for worry over the growing complexity and frequency of cyber attacks. Cybercriminals are seriously harming businesses’ reputations and finances by breaking into security systems using sophisticated tools and tactics. Being able to recognize and address these new issues is critical for both users and businesses.

Threats Driven by GenAI

Malicious actors find it simpler to produce material that resembles other individuals or entities more authentically with generative AI. Because of this, it may be used to trick individuals or groups into doing harmful things like handing over login information or even sending money.

Here are two instances of these attacks:

Sophisticated phishing: Emails and other communications may sound much more human since GenAI can combine a large quantity of data, which increases their credibility.

Deepfake: With the use of online speech samples, GenAI is able to produce audio and maybe even video files that are flawless replicas of the original speaker. These kinds of files have been used, among other things, to coerce people into doing harmful things like sending money to online fraudsters.

The mitigation approach should concentrate on making sure that sound cybersecurity practices, such as minimizing the attack surface, detection and response methods, and recovery, are in place, along with thorough staff training and continual education, even if both threats are meant to be challenging to discover. Individuals must be the last line of defense as they are the targeted targets.

Apart from these two, new hazards that GenAI models themselves encounter include prompt injection, manipulation of results, and model theft. Although certain hazards are worth a separate discussion, the general approach is very much the same as safeguarding any other important task. Utilizing Zero Trust principles, lowering the attack surface, protecting data, and upholding an incident recovery strategy have to be the major priorities.Image Credit To Dell

Ransomware as a Service (RaaS)

Ransomware as a Service (RaaS) lets attackers rent ransomware tools and equipment or pay someone to attack via its subscription-based architecture. This marks a departure from typical ransomware assaults. Because of this professional approach, fraudsters now have a reduced entrance barrier and can carry out complex assaults even with less technical expertise. There has been a notable rise in the number and effect of RaaS events in recent times, as shown by many high-profile occurrences.

Businesses are encouraged to strengthen their ransomware attack defenses in order to counter this threat:

Hardware-assisted security and Zero Trust concepts, such as network segmentation and identity management, may help to reduce the attack surface.

Update and patch systems and software on a regular basis.

Continue to follow a thorough incident recovery strategy.

Put in place strong data protection measures

IoT vulnerabilities

Insufficient security makes IoT devices susceptible to data breaches and illicit access. The potential of distributed denial-of-service (DDoS) attacks is increased by the large number of networked devices, and poorly managed device identification and authentication may also result in unauthorized control. Renowned cybersecurity researcher Theresa Payton has even conjured up scenarios in which hackers may use Internet of Things (IoT) devices to target smart buildings, perhaps “creating hazmat scenarios, locking people in buildings and holding people for ransom.”

Frequent software upgrades are lacking in many IoT devices, which exposes them. Furthermore, the deployment of more comprehensive security measures may be hindered by their low computational capacity.

Several defensive measures, such assuring safe setup and frequent updates and implementing IoT-specific security protocols, may be put into place to mitigate these problems. These protocols include enforcing secure boot to guarantee that devices only run trusted software, utilizing network segmentation to separate IoT devices from other areas of the network, implementing end-to-end encryption to protect data transmission, and using device authentication to confirm the identity of connected devices.

Furthermore, Zero Trust principles are essential for Internet of Things devices since they will continuously authenticate each user and device, lowering the possibility of security breaches and unwanted access.

Overarching Techniques for Fighting Cybersecurity Risks

Regardless of the threat type, businesses may strengthen their security posture by taking proactive measures, even while there are unique tactics designed to counter certain threats.

Since they provide people the skills and information they need to tackle cybersecurity risks, training and education are essential. Frequent cybersecurity awareness training sessions are crucial for fostering these abilities. Different delivery modalities, such as interactive simulations, online courses, and workshops, each have their own advantages. It’s critical to maintain training sessions interesting and current while also customizing the material to fit the various positions within the company to guarantee its efficacy.

Read more on govindhtech.com

[century-solutions-group]

What is Zero Trust Architecture?

Zero Trust Architecture (ZTA) is a security model that operates on the principle "never trust, always verify." Unlike traditional security models that assume everything within a network is trustworthy, ZTA requires verification for every access request, regardless of whether it originates inside or outside the network.  

Why is it Important?  

In today's digital landscape, cyber threats are becoming increasingly sophisticated. Zero Trust Architecture helps mitigate risks by continuously verifying every user and device, ensuring that only authorized entities can access sensitive information.  

How Does It Protect You?  

1. Enhanced Security: By requiring strict verification, ZTA minimizes the risk of unauthorized access and data breaches.  

2. Reduced Attack Surface: Limiting access to only what is necessary decreases potential entry points for attackers.  

3. Real-time Monitoring: Continuous monitoring and verification help detect and respond to threats promptly.  

Adopt Zero Trust Architecture with Century Solutions Group to fortify your cybersecurity defenses and protect your business from evolving cyber threats! #ZeroTrust #CyberSecurity #CenturySolutionsGroup 

Learn More:https://centurygroup.net/cloud-computing/cyber-security/

[cardhamine]

Tiny short AU of an AU

*Christmas Breached Ficlet Under Readmore*

This technically takes place one year AFTER the end of Breached - except it's after an ending that I didn't go with. So it technically doesn't have spoilers! This is from an Alt Ending of the Breached AU I've called "5 Star Fam" since way before Ruin came out. Haha

For the uninitiated, the Breached AU is about if Vanny and the nightguard (Vanessa/'Ava') are different people and they're gay.

5 Star Fam Ending is one where everything turns out 100% fine, and they all (including a certain DID alter) live fairly normal lives after Security Breach night is over with. Although there's zero Freddy in this one. (There's a more Malhare-centric Xmas fic that does feature Freddy more, but I decided not to post it.)

Also, leave it to me to start off with a cute Xmas idea and make it emotional by the end.

TW: One mildly suggestive sentence

12/23/202X

“I think … they’re done.”

“Ooh! Lemme see!”

A little over a year after the horrible events at the Pizzaplex had been resolved, Vanny still couldn’t believe she was there. This time last year, she had only just been released from the hospital. Back then, she was still so, so afraid that Glitchtrap would come back – much too afraid to trust herself alone with the blonde ex-security guard she’d almost murdered a dozen times over. And much too guilt-ridden to allow herself the enjoyment of standing in that same woman’s kitchen doing something so innocent as decorating sweets for Christmas.

That same woman, by the way, had eagerly made her way over to get a better look at the icing-laced designs Vanny had just finished on her portion of the sugar cookies. Placing a hand on Vanny’s shoulder and peeking over, Ava’s green eyes grew wide, and she grinned. “Awe, they’re so cute! Like from a real patisserie! You’re too good at stuff, Van.”

Ava’s fawning was something she feared she’d never get used to. She huffed out a red-cheeked sigh, then cleared her throat. “It’s really not that impressive. I did all that work tinkering with tiny parts in the animatronics, and then I made some miniature models to present to the design team. Like Moon, remember? So I’m good with my hands, that’s all.”

“Oh, I’m very aware of how good you are with your hands.”

Vanny imagined her cheeks must have resembled the red of the Christmas stockings hanging a few feet away. Noticing the response, the blonde burst into a fit of uncontrollable giggles, which only flustered Vanny more. Before she could muster any adequate response, though, another person stepped through the doorway to the kitchen.

Gregory’s tongue stuck out just a bit as he concentrated hard on not dropping the plate of carefully decorated cookies in his hands. Five sugary figures of what looked like the Glamrocks had been meticulously detailed in colorful icing, and he was determined to get them to their place on the counter without messing them up. Once he set the plate down, he eyed the two women suspiciously. Vanny looked pointedly away, though that made her embarrassment even more obvious. Ava, on the other hand, looked the picture of innocence with her usual sunshiny smile.

“You guys are being weird again,” Gregory commented, his eyes narrowing.

“I have no clue what you’re talking about.” Ava stepped over to get a better look at his designs. “Holy cow, Kiddo! Those look amazing!” She waved Vanny over and nodded in the direction of his cookies. From the way the brunette’s expression melted free of embarrassment and into some mild surprise, it was obvious she was genuinely impressed.

“I didn’t know you were an artist,” she said mildly. “Not bad at all.”

“I know I’m good,” the boy grumbled in response, crossing his arms. “I draw a lot.” Vanny couldn’t help the tiny smile that tugged at her lips. (Ava deliberately did not bring up the very well-done but incredibly macabre comics he had been producing over the last year; she was pretty sure Vanny wasn’t aware of them quite yet.)

Vanny, meanwhile, was still looking over Gregory’s decorating skills. “Oh, you did Bonnie too.” Her eyes widened a bit as she noticed the neon-blue icing of the fifth cookie.

“Well, you said you were fixing him so he’d be back in the band again.” Gregory reached forward and adjusted the placing of the cookies so they stood in a straight row. With a low mutter, he added, “Six months ago.”

Vanny sighed. “We talked about this. You’ve done a great job helping me rebuild his frame, but repairing a CPU that was as damaged as Bonnie’s can be difficult – if not impossible. Doing things right takes time. Plus, with the M.X.E.S. programming taking up so much of my focus-”

“Yeah, yeah. You have more important things to do.”

Vanny and Ava traded glances. Before Ava could come to her girlfriend’s defense, Vanny gave a quick shake of her head, so the blonde stood down.

Gregory huffed and turned to leave. “I’m going to my-“ Abruptly, he paused, eyes trained on the space at the top of the doorway. Hanging there was a sprig of mistletoe, its white berries glaringly obvious against its green leaves. He spun around again, his face contorted in disgust as he pointed accusingly at the offending foliage. “No wonder you guys were being so weird. I can’t believe you actually put that up.”

Ava “snnrked” out a laugh but shook her head. “Good guess and all, Kid, but neither of us put that up.” Vanny groaned out a sigh, and Ava snickered again. “Either way, it’s cute! It’s just a silly tradition.”

Gregory rolled his eyes. “A dumb tradition gross adults made up so they’d have an excuse to kiss.”

Taking a few steps in his direction, Ava let out a long, drawn-out “Hmmm.” She tapped thoughtfully – exaggeratedly so – at her chin and mused, “You know, it sounds to me like someone’s jealous.”

Gregory scoffed. “Jealous? Of gross adults kissing?”

She took another couple steps. “I mean, maybe I’m just reading into it too much or something, but you’re complaining an awful lot. Sounds kind of like you’re just mad you’re missing out on all the kisses.”

The boy squinted in her direction suspiciously. “What’s that supposed to mean?”

Ava shook her head sadly. “I just didn’t realize you felt so left out! I’m a terrible guardian. Everyone should feel included.”

Gregory’s eyes grew wide as dinner plates, and he took two steps back. “Vanessa Avalon Andros, you’d better not!”

From her comfortable spot a few feet away, Vanny held her hand up to cover the grin growing up her cheeks. “Oh, he used your whole name, Blondie. He must be serious.”

“Not as serious as me~” In a flash, she had scooped the boy up, his arms pinned against his sides as she kissed the top of his head. Vanny bit back a laugh as she considered that the image looked a lot more like a chicken pecking at grain than a grown woman delivering a dozen obnoxious smooches to a boy’s messy mop of hair. For his part, Gregory fussed and kicked his feet back and forth futilely, but her grip around him was too tight.   

Once she was done peppering kisses, she let go, allowing him to land on his feet. "There you go, Squirt! Your share of Christmas smooches."

He huffed and pushed her away. "I hate it here," he grumbled; though there was an exasperated smile tugging at his lips that made it seem that the complaint wasn’t entirely genuine.

Still, he turned to leave for his room, so she piped up, "Oh, wait! The icing on the cookies will be dry in like, an hour or something. You're still gonna come help us eat them, right?"

"After that? I shouldn’t," he answered blandly, "but yeah. I just promised I'd do a video call with my friend. I'll be back in a little while." After he was out of sight down the hall, he called back, "But don't eat Monty before I get back like you did last year!"

The blonde turned back, eyed the plate of Christmas cookies with interest, then murmured conspiringly to Vanny, "No promises~"

Though Vanny smiled back, her mind was caught on something. "This time last year,” she asked slowly, her smile fading a little as she thought back, "he was already staying with you. Did you guys actually celebrate Christmas? Or..?"

"Oh." Ava started cleaning up all manner of messy baking ingredients from their earlier cookie preparations. "Well, sort of. I tried, I mean. But he apparently hadn't celebrated Christmas since he lost his parents a few years ago, and after everything that happened last September... He's a lot more open to celebrating this year, I guess is how I should put it. We both are."

Vanny nodded wordlessly, staring down at the kitchen counter without asking anything else.

Ava began scrubbing a little too hard at a spot of icing that had begun to stain the counter linoleum. Her voice was uncharacteristically cautious when she asked, "You-... Did you-..  I mean, Bunny said you guys never had Christmas, growing up. Is that true, or..?"

Vanny groaned. "Did she tell you every miserable detail about our life?" She sighed. "No. Our family didn't celebrate any holidays. At least, not with us. And once we lived on our own, I focused so much on work that I never got around to it, exactly."

"Oh."

There was silence again until Vanny spoke up again. "I can't think of a better first Christmas to have than one shared with you, anyway."

Ava glanced over, her green eyes bright. "You mean that?"

"Of course I do."

With a rosy-cheeked grin, Ava closed the distance between them immediately. She rested her forehead against her girlfriend's and let out a pleased sigh. "That's a relief. I was really nervous, actually."

Vanny huffed out a breathy laugh. "I could tell."

"I hate that you always know when I'm anxious."

"You wear your emotions on your sleeve, Blondie. It's something I love about you."

"Yeah, well..." Flustered, Ava nuzzled her forehead against Vanny's. "Anyway. I wanted your first Christmas to be good."

"As long as it's with you, it will be."

Ava huffed out a flustered laugh. "Then it's going to be great, because I'm not going anywhere." She planted a peck on Vanny's forehead and pulled back to return to her cleaning. A few moments passed before she changed subjects slightly. "I'm a little nervous about the Kid's Christmas, too, it being the first one without his parents and all. I'm not ... pushing things, am I?"

Vanny frowned softly. "No, I don't think so. He's come a long way since he first moved in. And you've been really careful to not push the more family-oriented traditions. He... He seems like he's doing okay."

"Christmas will be the real test." The words were spoken so resolutely it almost sounded like she was preparing to go to war.

"Christmas will be the real test," Vanny repeated with a nod, though her tone was gentler. "But no matter what, it'll be okay. You handled the nightmares and the panic attacks, then him starting school... You can handle whatever comes next." She paused. "And I'll be here. Even if he doesn't want my help, I'll do what I can."

Ava shook her head. "I know you think he doesn’t like you, but-"

Suddenly, the sound of a door opening echoed from the other side of the house. Following it came footsteps and Gregory's voice. The women paused and turned as he approached.

"Yeah, hold on, I'll prove it! I did all of them; why would I leave out Roxy?" He made his way in, holding his phone up as he facetimed with someone. He didn’t acknowledge the other two as he beelined to cookies and turned the camera of his phone toward them. “See?” He pointed towards the wolf-shaped sugar cookie. “Roxy.”

A young feminine voice spoke out through the speaker. “You got the design on her top wrong, but it looks good other than that!”

The boy rolled his eyes. “Yeah, well, I wasn’t a nut about Roxy like you,” he argued.

“Hey! I said it looked good otherwise!”

“Thanks, I guess.” He puffed.

“Is she still getting fixed? Roxy, I mean?”

“My friend said she is, so she is. Hold your horses, alright? Doing stuff right takes time.”

“I was just asking.” Before Gregory could respond, the girl spoke up again. “Oh, shoot. My dad’s calling. Sorry, Gregory.”

“It’s okay.”

“I’ll text you! See you.”

“See you.”

Gregory poked at his phone screen, then continued to poke around at apps for a few more seconds before a curious Ava spoke up.

“Who was that?”

Gregory looked up. Ava and Vanny were watching him with interest, but Ava was the one who was leaning forward, resting her chin in her hands with wide eyes.

He looked back at his phone. “A friend from when I was living in the pizzaplex,” he answered mildly.

Ava buzzed with excitement. “Awe, a little friend!”

On the other hand, Vanny’s eyes narrowed. She crossed her arms. “Like, one you met in real life? Not just one you only know from your VR games?”

“My online friends are real friends.”

Vanny sighed and evened out her tone. “I didn’t say they weren’t. I very specifically said, ‘one you met in real life.’ Like, in person.”

Gregory relaxed a little. “Yeah. We hung out at the pizzaplex a lot before- … before everything happened. We go to different schools now, but she plays some of the same online games as me.”

There was another question Vanny was itching to ask, but she couldn’t bring herself to do it in front of Ava. There were some things she didn’t know if Ava knew. Things that weren’t entirely hers to tell. Maybe she could get that question answered in a more roundabout way. “She must’ve been at the pizzaplex pretty often if you guys spent that much time together. She wasn’t one of those kids obsessed with going to the arcade every day, was she?”

Gregory cast a knowing look her way. He shook his head. “No. Her dad worked there is all.”

Vanny let out a quiet sigh of relief. If Gregory was spending time with the other apprentices again – if they were even still alive – that could be a problem. There was always the chance that William’s influence wasn’t entirely gone, wasn’t there? Even after everything they’d done, after everything they were still doing, the possibility was there. If there was even a single person out there that had been influenced by William, there was a risk that he could claw his way back to power. That was her fear, at least.

Ava, it seemed, did not have the same concerns weighing her down. In fact, the revelation about Gregory’s friend had brought out her golden retriever energy in full force. She practically had stars in her eyes as she asked eagerly, “Does she live nearby? Why don’t you invite her over? What’s her name?”

Used to her overzealous behavior by now, Gregory waited patiently for the deluge of questions to come to an end. Once it had, he answered in order, “She lives maybe twenty minutes from here. I haven’t invited her because I live with a bunch of weirdos. Her name’s Cassie.”

“Cassie!” Ava crooned. “Well, if she lives so close, you have to invite Cassie to meet the weirdos you live with. I can go pick her up and everything! Or I could drive you over there to hang out. Unless her dad is bad news, I mean. Is her dad bad news?”

“Blondie.” Vanny nudged her girlfriend gently. “Your savior complex is showing.” Though a charmed smile tugged at her lips, she couldn’t help but feel the slightest bit overwhelmed on Gregory’s behalf.

If Gregory was overwhelmed by the blonde’s overbearing exuberance, it didn’t show. “Her dad is super cool, actually. He just has to work all the time, and with the pizzaplex closed down, she gets left home alone a lot.”

“Well,” Ava was definitely trying to reign in her enthusiasm but failing, “there’s no need for her to be alone all the time. We have plenty of company over here, even if we’re a little weird. Oh! Maybe even for Christmas! That would be fun, don’t you think, Van?”

Vanny huffed out a breathy laugh. Noticing the boy’s thoughtful expression, she asked softly, “What do you think about that, Gregory?”

Gregory glanced back down at his phone, considering the question quietly. Eventually, he nodded. “I think that would be cool.”

[scrollsfromarebornrealm]

brainworms

fuck it, I shall be unhinged

SPOILERS BENEATH THE READMORE

but first

EVERYTHING CERTAINLY WAS NOT FINE AT ALL

Okay so ever since last August this bit of dialogue has been living rent free in the back of my head

That 'infect' line is pretty interesting considering we get a somewhat similar line in patch 6.4, when Jullus speaks to Zero on the nature of trust among mortals. Thancred also had a similar line, telling Zero to stick around the Warrior of Light and she'd learn the meaning of trust.

It also speaks (at least in my opinion) the sheer level of damage Athena's betrayal and his self-sundering inflicted on Lahabrea. This man got wrecked. He was in love, possibly high on fatherhood, is on the Convocation, enjoys a great deal of respect from his peers--and he is hurt so badly that he limits himself to feeling any and all emotions at a reserve. He prizes logic and cold hard facts. Talk about a fucking crash to the bottom!

And even with his self sundering, he still feels deeply! Call him out over his shutting out of Erichthonios and the man just stares at you like you fucking slapped him straight into the abyss. And when he rejoins himself--he's still that cold, hard, logical asshole of a man--still repressing his feelings.

Anyway. Brainworms. I'm playing with the idea (still gotta let patch things settle, get some proper sleep and the like), but fiddling with the idea that Lahabrea--or rather, Hephaistos was at odds with Junia, because like him, Junia was wildly passionate and worked more according to her feelings rather than accept and follow logical outcomes. Though when they did get along on matters it was actually frightening for all involved.

I'm disappointed that we didn't get any time with *our* Lahabrea--this version of him is post Panda and self-rejoined and *right* before the Final Days, but as I've got the feeling that Pandaemonium is a good-bye to the Ancients on a whole in terms of story (could be wrong but as of rn there seems to be no need for the WoL to go back to Elpis), this version of him is probably the best good-bye we'll be able to get. And honestly it might be better this way. Lahabrea was so unhinged at the end of it all that just sleeping in the Lifestream is probably the best medicine, if he hasn't moved onto being reborn yet.

Regarding anything with Riven--I'm now on the fence regarding the idea of Junia finding out about her future...soul-child, so to speak. I have two trains of thought--one where she did find out about Riven and the Final Days, and her assistance in securing Pandaemonium. Junia decides to protect Riven as best as she could by giving out that Riven was a familiar she created, giving her freedom to wander the world. She then gives Themis a cryptic clue regarding Pandaemonium and Riven's arrival, and finally, to make sure that she doesn't foul anything up, uses Kairos to wipe her memories and implant false ones.

The other line of thought was Venat. It's in line with Elidibus's explanation in Panda 2.0. Venat tells Junia that she encountered a strange being in her travels--one that reminded her greatly of her student. Junia is suspicious initially, even more so when she starts to get details of Riven's time in Elpis. Venat then 'admits' to her successor that she suspected the strange being was possibly a concept that had escaped and evolved on its own--and had decided to model itself after Junia and her actions. Junia accepts this--much to her brother Lucis' displeasure.

¯\_(ツ)_/¯

Either way, following Pandaemonium's stabilization, Lahabrea--who has been unable to cast out the memory of a gremlin that looked and sounded too much like a certain illogical and annoying co-worker--

(not to mention her combat skill eclipsed the most powerful of the Convocation)

Confronts Junia over Riven. Junia being Junia, effectively blocks and prevaricates on the matter. Surprisingly Lahabrea lets it drop. Yes he'd like to get his hands on the little gremlin for Science™️ but really, he did warn her away from Pandaemonium so alas.

Later on before the Final Days, he is privy to a comment Junia makes-- voicing her wish for a strong and caring daughter who could 'help the world'. This makes him stop and pause--was the little fiend Azem's daughter?

And then all the Very Bad Shit happens, Lahabrea loses his fucking mind, doesn't meet Riven again until the events of ARR and HW. By that time he's so far gone he doesn't remember the events of Pandaemonium and possibly doesn't until his soul hits the Lifestream.

"SHE WAS THE FUCKING 'FAMILIAR'?!"

Riven: *sneeze*