Google Knows a Lot About You. Here’s How to Control It

Nearly everyone uses Google in some way or another. The search engine is, by far, the most common way people get answers and find content online. The margins aren’t even close, either. Currently, Google handles about 90% of search queries, while the second and third place goes to Yahoo and Bing, who share just below 5% of the search market share.

Google curates the search results on the fly based on a lot of variables including where you are located, what kind of device you are on, and your online surfing habits. This means Google is collecting a lot of information about how we use the web to give us a better experience. Let’s look at how you can control what Google knows about you to better protect your privacy.

First Off, What Does Google Collect, and Why?

There are a lot of obvious things that Google knows about you. For example, it knows what you search for, and what result you click on. Google watches traffic across the web to determine what web pages are the most popular or the most authentic. Google can tell approximately where in the world you, and that gets even more accurate when you are using a mobile device. Google uses all of this data to refine search results. If you are looking for a place to order lunch, Google wants to give you results that would be feasible.

When it comes to data privacy at this scale, you have a few options. You can either:

1. Ignore it and just allow any entity to collect, store, and share your personal information at any time.
2. Disconnect from the grid, throw your phone into a lake, and move to a self-sufficient cabin in the woods.
3. Do your best to understand and control what data gets collected, and find a balance between being private and being connected.

As nice as option two sounds sometimes, most of us are probably better off with option threen. Let’s dive in and discover what Google knows about us, and how we can control what information they use.

Let’s Look At Your Public Google Profile and Lock Things Down

First, go to https://myaccount.google.com/ and sign in with your Google account.

This page is going to look a little different depending on what services you have and use through Google, but we’re going to be focused on privacy and security-related options.

On the left-hand side, click Personal Info.

Google will display your basic information, such as your name, your date of birth, and any contact information Google has for you.

If you scroll down, you’ll see an option that says Go to About me. Click that and Google will let you control what other people can see about you. You can click the pencil icon to edit any of the information, and click the green globe if you want to hide a particular piece of information from the rest of the world.

This is just a small tip of the iceberg. Next, we’re going to look at Google’s historical record of everything we’ve ever done online.

How to Pause Google’s Web and App Tracking

Google keeps a historical record of all of your Google searches and other online activity to cater their results to you. While you are signed in to your Google account, go to myactivity.google.com to review your activity. You can scroll through years of your personal search history, YouTube videos you’ve watched, apps you’ve used, and more.

Go to https://myaccount.google.com/ while signed in with your Google account.

This time, on the left-hand side, click Data & Personalization.

Look for Activity Controls.

From there, select Web & App Activity.

You can pause all web and app tracking by clicking the blue switch on the right. This will prevent you from seeing relevant search results or recommendations that are catered to you. It doesn’t delete the tracking data Google has on you, but we will go over that in the next step.

Google will warn you that they still might temporarily use information from your recent searches in order to improve the quality of your active search session, which is the norm, even when you aren’t logged into Google.

How To Remove Your Historical Search History from Google

Even if you decide that you want Google to continue to collect data on you to provide a more customized experience (personally, I paused Google from tracking me but ultimately I turned it back on), it’s still a good idea to go through and curate your historical activity.

Go back to https://myactivity.google.com while logged in.

Use the search box to filter your activity by date or by Google product.

For example, if you just want to view and delete data about the Google Assistant, you can select to filter your search results, or set a specific date range.

The resulting list will allow you delete specific entries (click on the Trash Bin icon).

To remove large amounts of data in bulk, click Delete activity by on the left-hand menu.

A pop-up window will appear:

You can set the date range, or choose All time to delete everything. Remember, once it’s deleted, you can’t get that history back!

Remember, all of this data is used to make your experience on Google a little more personalized. Deleting everything will give you a fresh slate but you’d be surprised how much Google does to cater the experience to you.

Fortunately, Google lets you set up automatic deletions, which will keep your most recent data, but after a certain amount of time, purge old data. This gives you the best of both worlds – your historical usage data is eventually removed, but Google will hold on to the most recent to continue to provide a great experience for you.

To set this up, click Set up automatic deletions.

You’ll be given three options.

• Keep until I delete manually – this is the default option. No data gets removed unless you delete it.
• Keep for 18 months – old data gets removed automatically, but the last year and a half get preserved so you can continue to have a personalized experience on Google.
• Keep for 3 months – If 18 months feels like a long time, you can set it to only 3. This will probably lessen the amount of personalization you’ll get, but your data will be preserved for a much shorter amount of time.

Personally, I felt the 18-month middle ground was the way to go, but if you feel differently, that’s totally understandable!

Control Your Google Location History

Google handles your location history a little differently. Your location data can come in through a few different ways, including your smartphone and Google Maps. If you want to truly not allow Google to know where you are, you need to stop using Google Maps altogether.

You can manage your location history.by going to https://myactivity.google.com and clicking Other Google activity on the left-hand menu. Scroll down the list for Location History (it should be in the top 3 options), and click Managed Activity underneath it.

This will open up a map with red dots on all of the places in the world Google has seen you visit.

Underneath the map, click the blue Manage Location History button.

You’ll be able to click the blue toggle switch on the right to pause location history.

It’s important to note that this doesn’t affect all location services. For example, the Find My Device feature on your Android phone will still continue to work.

Of course, this doesn’t delete your historical data. In order to do that, go back to your timeline by going here:  maps.google.com/timeline

Then, click the trash bin icon on the bottom right of your screen.

Remember, this deletes everything and neither you nor Google will have access to it ever again.

What Else Does Google Know?

Google is a whole lot more than just the search engine. Google’s environment also consists of YouTube, Google Ads, Google’s default Android keyboard, Google Voice, Google Play, and a whole lot more.

Take a look at everything here: https://myactivity.google.com/more-activity

You can scroll down the list and manage each individual option.

Most of the time, each link will direct you to a different page across Google’s service stack with similar options to pause historical data gathering, and manage the data that has already been gathered, just like the options we’ve already covered.

Don’t Let It Overwhelm You

Having a decade of search history, every place you’ve been to, and every YouTube video you’ve ever watched flash in front of your face is a very overwhelming thing to put a human mind through. I imagine our readers will have a pretty varied response to all of this. Some of you might go the route of deleting everything, while others might do a little housekeeping.

The thing is, while understanding that Google knows where you are at all times can be pretty off-putting, as long as Google keeps this data very safe, and only uses it for the reasons we already know about, it’s not inherently bad thing. Google has made our lives a million times more convenient.

This doesn’t mean you should take your privacy lightly. While Google promises to only do good things with your data, there have been a few instances in recent years that looked shady. For example, Google scans your Gmail messages to track your purchases, despite saying in 2018 that “To be absolutely clear: no one at Google reads your Gmail, except in very specific cases where you ask us to and give consent, or where we need to for security purposes, such as investigating a bug or abuse.” Read the full article here. In this particular case, no, a human being isn’t reading your email, but Google’s artificial intelligence is.

Your privacy is important, but in a world where we are essentially putting always-on microphones in our homes and cars, and carrying around a device that is constantly sending data to and from various entities, it’s really about controlling and understanding what your data footprint looks like.

When it comes to your business, and protecting your company and customer data, that is a whole other ball game, and we can help. Give Net Activity a call at 216-503-5150 to talk about how we can help you regain control.

6 Time Management Tips For The Busy Entrepreneur

Face it, there will never be enough hours in the day to accomplish everything you need to do. But if you methodically review how you spend your days and instill focus and discipline while completing daily priorities, you will soon find more time to work on the long-term success of your business. Here are six ways to do it.

CONDUCT A TIME AUDIT.

Sit down and review three months of activity. The data from the analysis will show where you spent your time (which projects, tasks and priorities demanded your attention) and with whom you collaborated to get the

work done. The audit will also shed light on areas where you were distracted, where you were the most productive and which tasks/projects took more (or less) time than anticipated.

ELIMINATE TIME DRAINS.

These are the kinds of things that sneak up on you and steal time and can be better put to use growing your business. Look for these time drains: not delegating tasks, not managing meetings efficiently (tip: always

have an agenda!) and spending too much time writing/responding to e-mails. If you’ve done your job as a leader, members of your team can handle a majority of meetings and e-mails. You hired great people. Now let them do their jobs.

TAKE CONTROL OF YOUR CALENDAR.

Remember: you drive your schedule; don’t let others drive it. Block time throughout your day and guard against

changing your schedule to work on tasks that are not important or urgent. The way you allocate your time has a direct correlation to your effectiveness as a leader and, ultimately, the performance of your business. Prudent

calendar management will also send a strong signal to your team that you take this seriously.

PLAN YOUR DAY.

When you know your priorities for the day, you will be better prepared to reset your work schedule if the unexpected comes your way. Once your schedule is set, block off chunks of time to work on your priorities.

I recommend 90-minute blocks so you can concentrate on big-picture items or work on a group of related tasks. Stay disciplined and don’t allow yourself to go over that allotted time.

LIMIT INTERRUPTIONS.

Now comes the hard part. Once you start working on each priority, you need to remain focused. Close the door and don’t answer the phone unless it’s a critical issue. Avoid checking e-mail. Don’t let distractions slow you down.

HOLD YOURSELF ACCOUNTABLE.

Share your tasks, priorities and deadlines with a colleague. Meet with that person at least monthly to review how well you managed your time. The probability of success increases when you have someone watching your progress and coaching you across the finish line.

The End of Windows 7 Support is Almost Here

Do you still have a few machines in your company that are running Windows 7? If so, be aware that Microsoft is formally ending Windows 7 support in less than 2 weeks.

January 14, 2020 is the end of the line. After that, you will have the option to pay for extended security updates for up to three additional years. That will see you through to January 2023, but there are a couple of catches and caveats.

Initially, Microsoft extended the offer of Windows 7 security updates to large companies only. They received volume discounts on Windows 7 licensing. Earlier this year though, in October 2019, the company changed course and made the same offer to small business owners, including sole proprietors, which at least, is good news.

It isn’t, and here’s why: If you got a volume discount on your Windows 7 licenses, Microsoft makes it quick, easy and painless to purchase your ESUs. If your business is small enough that you didn’t qualify for volume discounts, you have to get yours from one of Microsoft’s Cloud Solution Provider partners, which sounds simple, but isn’t.

You’ll find that you have to jump through a number of hoops, fill out online forms, wait for a response, then jump through even more hoops. The process can be intensely frustrating. When you select which Cloud Solution Provider partners you want to work with, the most common reply you’ll get back from the automated system is that the partner you selected is “unavailable.” No reason will be given. It’s just a cryptic, one-word response.

If, eventually, you find a partner that is available, rather than simply being able to click a button and pay for your EUSs, you’ll have to get on the phone and jump through even more hoops to actually get signed up for extended security updates. If you’d rather avoid those hassles, the time to upgrade away from Windows 7 is now. Contact Net Activity today to get started.

Technology Heading Into 2020: What’s Next?

For most businesses, technology has a major role in what they do. They use it in all manners of ways, but there is no question that it has become a driving force for business. As the calendar flips to a new decade, we thought that it would be good to take a look at what the 2010s brought us, and what to expect in the 2020s.

2010: A Decade of Innovation

The 2010s saw the expansion and innovation of technologies and devices that came about after the turn of the century, as well as the new technologies that will see improvements themselves moving forward. Let’s take a look at some of the biggest technologies that came to market in the 2010s:

4G

Technically released in 2009 but deployed over the first few years of the past decade, 4G wireless changed what was capable for wireless data transmission. This had a hand in changing several technologies and forced innovations with others. Companies that depended on app deployment and real-time technologies suddenly became much more viable. The 2010s saw the launch of some of the biggest names in mobile computing: Spotify, Uber, Instagram, Snapchat, and many more. None of these companies would have been able to take the world by storm without 4G wireless.

Apple iPad

It’s hard to believe that it has only been 10 years since the introduction of the iPad.  The first–and for the first couple of years, only–true mass-produced consumer tablet computer, it was quickly emulated by a number of manufacturers. Having a large display, and working on Apple’s iOS, the iPad ushered in the tablet boom. After initial sales of tablet computers were through the roof, the touchscreen technology has settled into a useful device for both individuals and businesses.

IPv6

The sixth version of the networking standard went live in June of 2012, upgrading wireless networking that had been in place for years. The new standard improved networking for a new era of connectivity as well as the rapid growth of the number of devices that soon would need to be connected to the Internet.

Chromecast

Google released their first Chromecast in 2013 and it changed the way people were able to view all the new streaming content that was being unleashed. The technology is now integrated into a lot of televisions that you find on the market today, but at the time, it was a revolutionary technology. Businesses can use it to share presentations in conference rooms without a massive expense.

The Virtual Assistant

Apple has Siri. Amazon has Alexa. Microsoft has Cortana. Samsung has Bixby. Google has Google Assistant. The virtual assistant not only is an increasingly useful software, it also got many of the biggest players in tech competing against one another to develop the most useful features. This invention has improved machine learning exponentially and continues to push the innovation that has come to define these iconic brands.

USB-C

If you want one technology that is never mentioned as essential but has been a complete game changer it is USB type C connector. It is now the industry standard (except on Apple devices) for data transmission and power and can be found on a majority of devices manufactured after 2015.

Windows 10

With Microsoft’s mobile division fledgling, and their “metro” Windows 8.1 OS not replacing the aging Windows 7 OS, Microsoft developed Windows 10 to modernize and standardize the Windows experience. Now, firmly in place, it currently runs on over 64 percent of all PCs in the world and is sure to grow as Microsoft retires Windows 7.

2020: The Decade of Things

Many people might consider the 2010s the decade of things, but rest assured, the 2020s will be the first decade where all these Internet-connected devices have the functionality, integrations, and most importantly the security needed to actually be viable tools. This is for the same reason mobile technology took off this decade: improvements to wireless networks.

The truth is that we’ve just scratched the surface of what is possible. The immediate future is going to introduce us to things that seemed like science fiction just 20 or 30 years ago. Let’s take a look at some of the technologies that we will see developed over the next 10 years:

5G

The new wireless standard, 5G, will be rolling out over the next few years and it’s going to signal a major shift in the way that people use technology. Today, the data demands on networks are massive and rising fast. With 5G there is a legitimate hope that it will bring ubiquitous wireless connectivity that is no longer broadcast from macrocell sites that cover neighborhoods, but smaller more mobile broadcast sites that bring high speed, synchronized connectivity to each user. With the limited amount of 5G users already seeing gigabit speeds, 5G is sure to revolutionize the way we use technology.

Artificial Intelligence

While you shouldn’t expect sentient androids, the deployment of artificial intelligence will increase substantially over the next decade. Neural networks that are already being used to recognize patterns in data to automate simple processes will benefit exponentially from the huge amount of data they will be exposed to. This will allow them to solve more complex problems and be used in more dynamic applications.

The Internet of Things

As was stated above, the 2020s will be the decade of things. All those things that now connect to the Internet will finally have the wireless capabilities to be a massive benefit to society. You will begin to see smart cities developed that use AI to run essential services efficiently and cut down waste. You will see driverless cars make the roadways safer and give more people better opportunities. The things will improve crucial systems in healthcare, infrastructure, and finance.

Mixed Reality

The future will be filled with immersive experiences fueled by mixed reality. Eventually, MR is viewed as an eventual replacement to the mobile platforms we all have come to depend on. MR will reduce data strains by providing interactive and real-time overlays for all types of applications. Entertainment, social interaction, and education could be completely revolutionized as this technology is developed.

The technology that fuels the world is sure to change in the next decade as it did in the previous one. What technology would you like to see developed in the immediate future? Leave your thoughts in the comments section below.

Windows 10 Mobile OS Complete End of Life Is Here

Are you using a device that’s running on Windows 10 Mobile?  If so, you don’t have a lot of company.  Sadly, the OS never really caught on. Microsoft pulled the plug on its development, announcing that support for it would be coming to an end.

Unfortunately, that day has arrived.  In January of this year, Microsoft announced that December 10, 2019 would be the end of the line for the OS.

That means that version 1709 released in November of this year was the last ever software update.  From here on, Windows 10 Mobile users are on their own.  As new security flaws are discovered in the code, no help will be coming from Microsoft.  No more security patches and no options.

If there’s a silver lining here, it lies in the fact that no new Windows 10 Mobile devices have been released since the early part of 2016 and there aren’t many remaining in service.

The devices currently running Windows 10 Mobile are:

• Microsoft Lumia 550
• Microsoft Lumia 650
• Microsoft Lumia 950 and 950 XL
• HP Elite x3 (Version and Telstra)
• Wileyfox Pro
• Alcatel IDOL 4S
• Alcatel IDOL 4S Pro
• Alcatel OneTouch Fierce XL
• Softbank 503LV
• VAIO Phone Biz
• MouseComputer MADOSMA Q601
• Trinity NuAns Neo

The news is even worse for the tiny fraction of consumers still using Windows Phone 8.1, which stopped getting security updates as of July 11, 2017.  As of this month, Windows Phone 8.1 users have lost app store support, which means no access to software of any kind from Microsoft’s app store.

It is the end of a short-lived era, and if you haven’t already moved away from your Windows Mobile-based tech, the time to retire them and get something else is now.

Security Audits are more Crucial than they Seem

Security audits are an excellent way to set the benchmark for your company’s data integrity. It is also a reliable way of identifying gaps in your system before they can be exploited by hackers.

Auditing and the security strategy

Audits are necessary to maintain system integrity and uphold quality. These system checks help identify security gaps and guarantee business stakeholders that the company is doing everything in its power to ensure that all of its information is uncompromised.

The three key procedures of an audit are assess, assign, and audit. Having a methodical way of auditing helps you avoid missing important details. It is also crucial that each stage is treated with the same level of importance to ensure thorough and comprehensive auditing.

During the assessment phase, have your IT partner look at the security system you have in place. All of your business computers and servers need to be checked, as well as every program and every user. Doing an assessment should give you an overview of how secure your business currently is, along with any weak points that need to be improved.
After the assessment, you may begin assigning solutions and solution providers. Ask your IT provider about solutions they can provide for each of your network/system gaps. And for issues that they can’t handle (perhaps because certain machines and software are highly specialized), ask your IT provider for their whitelist of partners.

Finally, you conclude your audit cycle with an “audit” — one last look-around before releasing the system back into the wild. Make sure that installations, patches, and upgrades are integrated properly and working seamlessly. For future reference, you’ll also want to take down notes just in case you need information about software and hardware improvements done during this audit cycle.

What exactly should be audited?

When conducting an audit, there are three factors you should focus on:

The state of your security – Security — especially digital security — is never at an impasse, and it is always in flux. Why? Because according to the Clark School at the University of Maryland, hackers attack every 39 seconds. And that’s not even accounting for other cyberattacks such as phishing, ransomware, and malware. This means that system security has shorter and shorter expiration dates nowadays, which makes audits all the more crucial to accomplishing your security strategy.

The changes made – The key to having long-term data integrity is a continuity plan — and not just one that addresses severe business disruptions such as those caused by calamity or disaster. A true continuity plan tries to address every conceivable risk realistically, especially those that can trip up business operations, such as cyberattacks. This can only be possible if you know what kind of hardware and software comprise your system, as well as their respective updates and improvements.

Who has access to what – Data systems — even proprietary ones — should allow administrators some control over who sees what. Total accessibility is a very dangerous prospect, especially since business nowadays is increasingly hinged on internet presence. An audit will let you check on user access so that you can make necessary adjustments to protect your data.

If you are looking for help in developing a security strategy for your business, contact us today to see how Net Activity’s  managed solutions can help.

Warning Signs That Your Computer Is on Its Last Legs

It is no secret that a computer that doesn’t seem to want to behave (or seems to experience constant issues) is something that most people just want to replace, no questions asked. However, by nature of how computing devices are put together, it is entirely possible that your device could simply be in need of a (much less expensive) repair.

Here, we’ll review some of the issues your device may be exhibiting, and discuss what could potentially be causing them. First, however, we need to address the first step you should take – just to be safe.

Take a Backup at the First Sign of Trouble

The moment you suspect that something may be wrong with your device’s hardware, you need to make a point of taking a backup, double and triple-checking that your data is redundantly saved. Ideally, at least three copies, saved in at least two locations, one of which is located offsite. This way, should something go terribly wrong with your equipment before you can solve the problem, you won’t lose everything.

This is purely a means of mitigating a worst-case scenario, and is really a best practice that you should be following every day as there are a variety of situations where a backup can prove useful.
Once you have done so, you are ready for some basic diagnostics.

Issue: Recurring Software Problems

This is one of the surest signs that there is an issue, as long as a few conditions are met. First off, you need to consider how many software titles are experiencing repeated problems. If it is just one title in particular, the problem is probably with the software, not your device. However, if multiple programs are behaving oddly–crashing, glitching out, or freezing–there could be a much more serious problem at play with the software that supports your computer.

This is when it is time to try reformatting the hard disk and reinstalling the operating system (which is exactly the kind of situation in which it helps to have a data backup at the ready). Most software issues would be resolved by this, so if your issues persist, you likely have an issue with the hardware that actually makes up the device.

Issue: Malfunctioning or Failing Hardware

As your computer is made up of many different parts, any of them could potentially fail… and depending on which part it is that does, you could be facing a relatively simple replacement of a certain component, or the replacement of the entire device.

For example, issues with dead pixels on the screen of your device or an unresponsive touchpad are times when it’s just more economical to replace or repair the part, whereas an issue with the motherboard (which would mean replacing a litany of other components, like your RAM, the CPU…) might make it more worth your while to just replace the entire device. In these situations, it is likely better to turn to an expert for their professional opinion.

Issue: Loud Parts or Lacking Performance

While computers don’t have wrinkles, they certainly show their age in other ways. Devices that haven’t been maintained well or are getting long in the metaphorical tooth can become noisy, hard drives clicking and grinding or fans running on full speed, effectively all the time. These are signs that something isn’t quite right in your computer, and that this something needs to be resolved before the part making the noise fails entirely.
A slower computer can also be a sign that your computer has outlived its productivity, but it could also indicate the need for some maintenance. Before taking any drastic measures, try emptying some space on the device’s hard drive and running a virus check to see if your computer’s resources aren’t being used pointlessly. If this doesn’t help matters, it is likely time to replace the device.

A good rule of thumb to follow when deliberating between repairs or replacement: if your computer is too old to run updated software, or your repairs will cost more than half of what a new device would cost, replace it.

If you still aren’t sure about the state of your current devices, or just want a professional opinion as to what your best option is, reach out to Net Activity. Our job is to ensure that businesses have the resources they need to effectively function. To find out more, give us a call at 216-503-5150.

Is your Business ready for BI?

Most of us don’t normally associate Business Intelligence (BI) with small- or medium-sized businesses (SMBs). The huge investment required to hire data-delving specialists makes us think BI is only for larger organizations. But this is no longer the case. Not only does a growing selection of self-service tools make BI more affordable for SMBs, but it also makes data management more efficient, given that your business probably creates and holds more data than you realize, making it easier for you to get going. It’s time you start harnessing data that will help you to make more strategic business decisions.

You’ve already got the data you need

It’s easy to underestimate the amount of data your SMB already has at its disposal. In every area of your business, from finance and sales to customer relations and website management, the software packages you use to simplify your everyday operations are packed with reams of information that most of us don’t even think twice about. By talking to key stakeholders in your organization’s various departments, you can get an idea of the kind of data you already have, how it’s generated, and where it’s stored. You can then start to think about using BI tools to transform that information into meaningful business insights that will inform your decision-making. No need for you to invest in time-consuming data generation from scratch!

Self-service BI tools are plentiful — and affordable

The emergence of self-service BI puts useful business analytics within reach of smaller business owners who lack the fancy-pants budgets of larger corporations. In fact, there are numerous self-service BI tools that you can use to get started in this area without even spending a dime. Microsoft Power BI is a powerful application that’s pleasingly user-friendly, and most businesses will find the functions they need in the free version. Zoho Analytics has a low entry-level cost, too, and the slightly pricier yet still affordable Tableau is another option that’s worth exploring.

It’s easy to get started

BI is an intimidating term, especially for the average business owner. But by taking small steps, it’s easy for anyone to get started — and before you know it, you’ll be enjoying the benefits of having data-driven, intelligence-based insights that will enable you to make better business decisions.

Most self-service BI tools come with built-in suggestions for reports that businesses commonly run and find useful. Other worthwhile statistics to explore include the percentage of your clients who cancel within a set period, website landing pages that generate the longest visits, your most profitable individual products or services, the days or months in which you generate your highest revenues, and which of your clients bring in the most revenue and profit.

Truly harnessing data is the future of the business world — it’s how companies like yours can make smarter decisions that increase efficiency and profitability. And having self-service tools available means SMBs no longer need a crazy budget to be able to afford the benefits of BI. To find out more about putting in place the tools that can help you do smarter business, just give us a call.

Watch out for new Holiday Scams this Season

The 2019 Holiday Season is officially upon us, and unfortunately, that means that scammers around the world are ramping up for another busy season.

Deals abound on Black Friday and Cyber Monday. Sadly, those two big shopping days mark the beginning of a mad sprint to push out as many shopping-related scams as possible.

Researchers at ZeroFOX have been monitoring the online retail landscape and have identified more than 60,000 potential scams, most of them aimed at mundane product categories that are not categorized as luxury items.  Among the most common scams on tap this year are fake promotions that promise gift cards, discounts that sound too good to be true, or coupons that promise a drastic price reduction on a popular holiday item.

As ever, the rule of thumb is this:  If something seems too good to be true, it almost certainly is.  It’s also worth noting that your personal information is much more valuable than you’ve been conditioned to believe. Even if you feel as though you’re being promised a fair deal in exchange for a raft of personal information, you almost certainly aren’t.

Before you fill out the capture box and give away a wide range of details about yourself, stop and think. Ask how it might be used against you later on, and if it’s worth the promise of (not guaranteed) the generous discount on a single consumer good you’ve got your eye on.  If you stop to think about it in those terms, you’ll find that the answer to that question is almost always a resounding no.

Be especially wary of any ad leveraging any of the following hashtags:

• #blackfriday
• #cybermonday
• #giveaway

While many legitimate merchants use these, scammers know this and won’t hesitate to leverage them this holiday season.  Stay alert.  Stay vigilant.  Guard your data.  Those are the keys to a safe holiday season this year.