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<ul class="summary-list"><li>Warning: Major spoilers ahead if you haven't seen "<keyword id="9609802" type="UNKNOWN" weightage="60" keywordseo="the-rental">The Rental</keyword>." </li><li>Dave Franco's new horror film follows two couples as they escape to a remote home for a weekend getaway. </li><li>But upon arriving, tensions within the group, as well as some seriously disturbing occurrences, quickly turn the vacation into a nightmare. </li><li>The <keyword id="6356021" type="UNKNOWN" weightage="60" keywordseo="movie">movie</keyword> ends with a mysterious masked man killing the group.</li><li>Here's what you need to know about the surprising ending and end-credits scene of "The Rental." </li></ul><p>The premise of "The Rental" is deceptively simple: two couples book a beautiful and remote home for an impromptu weekend getaway. </p><p>But from the start, the couples' trip is doomed. The sexual tension between Mina (Sheila Vand) and her coworker Charlie (Dan Stevens) culminates in drunken shower sex, even though she's dating Charlie's brother Josh (Jeremy Allen White). Also in the mix is Charlie's sweet, upbeat wife Michelle (Alison Brie), who seems blissfully unaware of her husband's infidelity. </p><p>Petty arguments coalesce into a hostile dynamic. Eventually, the tensions within the group, as well as the home's racist host, cause things to spiral out of control. It leads to a shocking and violent finale.</p><p>Here's exactly what went down at the end of "The Rental." This is your last chance to head back before major spoilers.</p><p><div type="image" title="THE+RENTAL+Still+3" height="1971" width="2628" msid="77150341" hostid="261"></div></p><h2>Thanks to hidden cameras in the shower, Michelle discovers Charlie's infidelity and tries to leave the property</h2><p>While Mina and Charlie thought their late-night encounter would remain a secret, after Mina discovers hidden cameras in the shower, it becomes clear that someone is watching them — and has proof of their infidelity. </p><p>Although the two do their best to find the footage and keep Michelle and Josh in the dark, Michelle is eventually lured upstairs by the sound of a shower, and sees Charlie and Mina's filmed encounter playing on a TV. Distraught, she screams at Charlie and leaves the home in the car, only to have her tires blown out down the road. </p><p>As Michelle frantically texts Charlie for help, a mysterious masked man runs up to her car and kills her, leaving her body (and phone) for Charlie to find. </p><h2>Charlie goes to help Michelle with her car, but is also bludgeoned to death by the mysterious masked man</h2><p>Upon arriving at the car, Charlie soon realizes something is wrong when he finds the driver's side window shattered, and Michelle's bloody phone in the bushes. Unfortunately for him, he's also attacked and killed by the mysterious man before he has time to warn the others.</p><p><div type="image" title="THE+RENTAL+Still+2" height="1969" width="2625" msid="77150343" hostid="261"></div></p><h2>Back at the house, Mina and Josh search for the video receiver, only to be derailed when Josh receives footage of Mina and Charlie's sexual encounter</h2><p>As they search for the wireless receiver and attempt to destroy footage of themselves in the home, Josh is distracted by strange texts from Charlie. The texts include audio footage of Mina and Charlie discussing their affair, as well as video of their sexual encounter. </p><p>Furious, Josh tears through the home demanding Charlie come out and confront him about the affair, but when he opens a closet door, the masked man steps out and stabs him through the head, killing him. </p><h2>Mina flees the house but dies while trying to escape the masked killer</h2><p>Mina escapes from the killer and runs out of the house and into the woods. Unfortunately, the killer spots her, leading to a terrifying chase through the misty forest. </p><p>After crouching behind a tree, Mina tries to make one last run for survival, but as she turns back to look for her pursuer, she inadvertently stumbles over a cliff and falls to her death. </p><p><div type="image" title="the_rental_reggie_edited 1" height="900" width="1200" msid="77150345" hostid="261"></div></p><h2>After butchering Michelle, Charlie, Josh, and Mina, the masked intruder removes all the cameras from the home</h2><p>In a shocking twist, the killer calmly goes back into the home and removes all of the cameras and video equipment from hidden places making it clear that he, not the host, was responsible for recording the group and exposing the affair.</p><p>The killer even attempts to give Josh and Mina's dog Reggie a scratch on the head. Earlier in the film, Reggie went missing, causing the group to think that their racist host had taken him, but this moment implies that it was the killer (yet again) who was responsible for Reggie's temporary disappearance. </p><p>During his cleanup of the house, the killer is shown taking off his mask in the bathroom, although the audience still doesn't see his face. </p><p><div type="image" title="the_rental_2_edited 1" height="900" width="1200" msid="77150348" hostid="261"></div></p><h2>In a chilling twist, the intruder is shown checking into another property, making keys to the door and installing cameras everywhere </h2><p>The final few minutes of "The Rental" make it clear to the audience that his attack on the group wasn't random, but expertly planned.</p><p>After leaving the scene of his crime, the killer checks into another property (this time, an apartment), and once again switches out the normal shower heads for ones with cameras, installs other video equipment, and even makes a copy of the keys. </p><p>While the killer's attack on Michelle, Josh, Charlie, and Mina may have seemed random (he only appeared in the final portion of the film, after all), these last few minutes prove the murders were meticulously planned, and he'll strike again.</p><p><div type="image" title="the_rental_final_moment_edited 1" height="900" width="1200" msid="77150351" hostid="261"></div></p><h2>During the credits, footage shows the subsequent guests in the new property enjoying their stay, blissfully unaware of the bloody fate awaiting them</h2><p>Unlike the previous group, the guests in the new property seem to happily coexist with one another, enjoying their vacation without arguments or infidelities. </p><p>But the last few seconds of the film, in which the killer jumps out of a closet and makes his way towards the bed where a couple is sleeping, make it clear that this group is destined for the same bloody end. </p><p><em>"The Rental" is currently in theaters, select drive-ins, and On Demand. For more of our coverage, <a href="https://www.insider.com/category/the-rental">click here</a>.</em></p>

The terrifying twist ending of 'The Rental,' explained

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<keyword id="6354616" type="UNKNOWN" weightage="20" keywordseo="Twitter">Twitter</keyword> has said it will start writing improved headlines and short descriptions for some of the trends on its platform to make those less confusing for the users.<br /><br />The micro-blogging platform said earlier this month that it will add pinned Tweets and descriptions on trends to help explain why something is trending on its platform.<br /><br />"More trend updates, even more context. We'll now add improved headlines and short descriptions to some Trends, so you can get the rundown on why something's trending when you're in the Explore tab or you tap into a Trend," the company said in a tweet on Tuesday.<br /><br />In the coming weeks, Twitter users would see brief descriptions added to some trends as well to help add context to the trending topics.<br /><br />The idea is to make Twitter's Trending section feel more like a newspaper experience.<br /><br />Descriptions are developed by Twitter curation team and follow guidelines. Descriptions on trends will be available on twitter.com and Twitter for iOS and Android.<br /><br />According to the company, a combination of algorithms and the curation team determine if a Tweet represents a trend by evaluating if the Tweet is very reflective of the trend and popular.<br /><br />"Our algorithms are designed to identify representative Tweets that aren't potentially abusive, spam, or posted by accounts trying to take advantage of our system," Twitter said.<br /><br />Representative Tweets and descriptions on trends will be available in Argentina, Australia, Brazil, Canada, Colombia, Egypt, France, India, Ireland, Japan, Mexico, New Zealand, Saudi Arabia, Spain, the United Kingdom, the United Arab Emirates, and the United States.<br /><br />Descriptions will provide straightforward, clearly sourced context around why something is trending.<br /><br /><strong>SEE ALSO:<br /><a href="https://www.businessinsider.in/science/space/news/northrop-grumman-names-its-next-space-ship-after-kalpana-chawla-the-first-woman-of-indian-origin-to-go-to-space/articleshow/78018575.cms">Northrop Grumman names its next space ship after Kalpana Chawla — the first woman of Indian-origin to go to space</a><br /><br /><a href="https://www.businessinsider.in/policy/news/self-regulation-code-adopted-by-disney-hotstar-amazon-prime-and-other-ott-platforms-what-is-this-code/articleshow/78009955.cms">Self regulation code adopted by Disney+ Hotstar, Amazon Prime Video and other OTT platforms could either be a huge success — or go the Facebook-Twitter way</a><br /><br /></strong><a href="https://www.businessinsider.in/business/startups/news/india-launches-15-challenges-for-indian-startups-and-msmes-to-solve-for-a-grant-of-50-lakh-each/articleshow/78011599.cms"><strong>India launches 15 challenges for Indian startups and MSMEs to solve for a grant of ₹50 lakh each</strong></a><br />

Top Twitter trends will be explained with headlines and descriptions

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>NASA/GSFC</span></p></div><p></p></div></div></p><p>At Business Insider, we love maps. There is no better way to convey data about people and places than with a map.</p><p>To that end, we've put together 22 maps that explain various economic, social, demographic, and linguistic aspects of the United States of America. Check them out.</p><p><em>Rob Wile contributed to an earlier version of this post.</em></p>

22 maps that explain America

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Reuters</span></p></div><p></p></div></div>After a brutal week that lobbed $20 billion off of Valeant Pharmaceuticals market cap, the firm is explaining itself on a conference call to investors Monday.</p><p>Already it has disavowed any legal responsibility for questionable business practices at Philidor, a specialty pharmacy that sells its dermatological products. Valeant owns part of Philidor and has the option to buy to buy more.</p><p>It also rolls Philidor's revenue into its own accounting - a practice that it defended <a href="http://ir.valeant.com/investor-relations/news-releases/news-release-details/2015/Valeant-Pharmaceuticals-Confirms-Appropriateness-Of-Accounting-Appoints-Ad-Hoc-Board-Committee-To-Review-Philidor/default.aspx">in a statement</a> released before the call.</p><p><span>"As we have said previously, our accounting with respect to the Company's Philidor arrangements is fully compliant with the law," </span>J. Michael Pearson<span>, Chairman of the Board and Chief Executive Officer of Valeant said. </span></p><p><span>"However, other issues have been raised publicly about Philidor's business practices, and it is appropriate that they be fully reviewed. This decision to create an ad hoc committee of the board, which I fully support, will help free management to focus on continuing to serve doctors and patients and run our business."</span></p><p>It also said it stands by Andy Daveport, the CEO of Philidor.</p><h2><span>What the heck is Philidor?</span></h2><p>Until last Monday no one had ever heard of Philidor or its "network" of other specialty pharmacies. Its existence was revealed during Valeant's third quarter earnings call after the company had already come under intense political scrutiny for its pricing practices. </p><p>Then pieces in the <a href="http://www.nytimes.com/2015/10/20/business/drug-makers-sidestep-barriers-on-pricing.html?_r=0">New York Times</a> and <a href="http://sirf-online.org/2015/10/19/hidden-in-plain-sight-valeants-big-crazy-sort-of-secret-story/">The Southern Investigative Reporting Foundation</a> highlighted questionable practices at Philidor, and on Wednesday short seller Citron Research accused Valeant of using its specialty pharmacies to perpetrate fraud. </p><p>As proof, Citron offered a California lawsuit between Valeant/Philidor and R&amp;O. In a letter, Valeant claimed R&amp;O owed it $69 million, R&amp;O responded with a lawsuit saying that it had no relationship with Valeant and had never received correspondence from the company until that day.</p><p>Citron's report cratered Valeant's stock, and Valeant has said it will submit a request that Citron be investigated by the SEC.</p><p>Either way, as details of the R&amp;O lawsuit trickled out to the public, Wall Street started asking a new set of questions about Valeant, and how much of its business leans on opaque specialty pharmacies.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/carl-icahn-video-danger-ahead-taxes-rates-trump-2015-9">This is what Carl Icahn would do first if he ruled America</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="B5cWF0dzrm80_Ke7p6i1txaAjVgvRQyy" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

LIVE: Valeant explains itself

<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Business Insider Video</span></p></div><p></p></div></div>We remain convinced that the best way to explain anything is through maps. They combine the frenzy over data with an instantly recognizable visualization for how all that data fits. </p>
<p>With that in mind, we've put together a new edition of the 27 maps that explain America.</p>
<p>You'll find pretty much everything in here: Eating and drinking habits, pet ownership, ethnicity, language, and more.</p>
<p>Check it out.</p>

The 27 Maps That Explain America

<ul class="summary-list"><li>Director George Miller gives "Furiosa" a dramatic conclusion.</li><li>It features a faceoff between the two leads played by Anya Taylor-Joy and Chris Hemsworth.</li></ul><p>"<a target="_blank" href="https://www.businessinsider.com/furiosa-review-what-critics-saying-mad-max-movie-2024-5">Furiosa: A Mad Max Saga</a>" is a thrilling revenge tale set over 15 years that finds Furiosa (<a target="_blank" href="https://www.businessinsider.com/anya-taylor-joy-furiosa-mad-max-prequel-filming-2024-5">Anya Taylor-Joy</a>) plucked from her family in "The Green Place" as a child by the egotistical Dementus (<a target="_blank" href="https://www.businessinsider.com/chris-hemsworth-marvel-critcisim-from-martin-scorsese-actors-francis-coppola-2024-5">Chris Hemsworth</a>) and his gang. Growing up in the Wasteland and eventually under the rule of <a target="_blank" href="https://www.businessinsider.com/mad-max-hugh-keays-byrne-immortan-joe-toecutter-2020-12">Immortan Joe</a>, Furiosa's lifelong quest is to find her way home and kill Dementus, the man who filled her life with chaos.</p><p>But by the end of "Furiosa," she's only able to accomplish one of those goals.</p><h2 id="cc26bc93-e1c3-46ae-9d7d-c399bdc7797e">The ending features a dramatic showdown between Furiosa and Dementus in the middle of the Wasteland</h2><div type="image" title="Chris Hemsworth in a beard kneeling in the sand" height="863" width="1854" msid="110407240" hostid="261" sizebytes="38788"></div><p>At the conclusion of the movie, Furiosa teams with Immortan Joe to successfully end Dementus's reign at the Gas Town outpost, which is known as "The 40-Day War." That leads to Furiosa's high-speed bike race through the Wasteland to track down a fleeing Dementus.</p><p>The warlord and his goons split up in different directions to distract Furiosa. The villain rides off into the Wasteland in the middle of a sandstorm, thinking he has escaped her wrath, letting his ego get the better of him.</p><p>But Dementus later wakes up in his makeshift shelter to find that Furiosa has emptied his water flask and stolen the front wheel of his bike. She strands him in the middle of nowhere, similar to the way he captured Furiosa's mother, Mary Jo Bassa (Charlee Fraser), in the opening sequence.</p><p>Furiosa beats him into submission and ferociously demands that he give her back the memory of her mother because the warrior is haunted by the way Dementus crucified her. Unfortunately, he can't recall Bassa's death because of how many people he's killed over the years.</p><p>By this point, the mustachioed villain has accepted his inevitable fate. But he taunts Furiosa, questioning whether she has it in her to make his death "epic."</p><h2 id="933562f1-e544-47b5-a59f-1808e8fcaab1">The fate of Dementus is a shocking one</h2><div type="image" title="Chris Hemsworth in a beard in front of bars" height="700" width="1400" msid="110407241" hostid="261" sizebytes="48782"></div><p>The demise of Dementus in the final scene of the movie is quintessential George Miller as it mixes violence with a poetic sense of irony.</p><p>In a voiceover from The History Man, he explains that most believe Furiosa cut out Dementus' tongue and then shot him in the head to kill him. However, as the years passed, other stories began to spread. One was that she chained Dementus to the back of her car and dragged him for days before killing him, similar to how Dementus killed the original War Rig driver, Praetorian Jack. Another is that she strung up Dementus on a stake and tortured him, as he did to Furiosa's mother.</p><p>But The History Man then revealed Dementus's true fate, told to him straight from Furiosa's lips. High above the Citadel outpost, Dementus spent the rest of his days lying in a room where a peach tree grew from his body.</p><p>Furiosa was in possession of peach pits from "The Green Place." Earlier in the movie, we saw one pit that was stuck in the wig she created to escape Rictus Erectus grow into a small tree. Now, we see that under Furiosa's care, the pit created a massive peach tree with an elderly and emaciated Dementus as the root. Miller here shows the irony that a massive piece of sweet nature could come from the body of such evil.</p><p>We then see Furiosa pluck the first peach from the tree and bring it to The Breeders, the wives of Immortan Joe, who play a major role in "<a target="_blank" href="https://www.businessinsider.com/mad-max-director-tom-hardy-charlize-theron-feud-fury-road-2024-5">Mad Max: Fury Road.</a>"</p><p>The final shot of the movie shows Furiosa hiding the wives in the War Rig, ending the movie the night before the events of "Fury Road" begin.</p>

The dramatic 'Furiosa' ending, explained

<p><span><span><span><span><div class="image-container float_right click-to-enlarge"><div class="image"><a title_source="" title_caption="" class="zoomin" href="http://static1.businessinsider.com/image/5086c11aecad049310000024-960/ma.png"><span class="click-to-enlarge-icon" title="Click to enlarge"></span></a></div></div>We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected <keyword id="6354485" type="CITY" weightage="60" keywordseo="mobile">mobile</keyword> devices for up to 16 hours a day. </span></span></span></span>Mobile audiences have exploded as a result.</p>
<p><span><span><span><keyword id="564900" type="ORGANIZATION" weightage="60" keywordseo="Mobile-advertising">Mobile advertising</keyword> should be a bonanza, similar to online advertising a decade ago. However, it has been a bit slow off the ground, and its growth trajectory is not clear cut.</span></span></span></p>
<p>In a <strong><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">recent report</a></strong> <span>from </span><strong><a href="https://intelligence.businessinsider.com/mobile-usage-how-we-use-our-phones-and-what-it-means-2012-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MA3&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">BI</a><a href="https://intelligence.businessinsider.com/mobile-usage-how-we-use-our-phones-and-what-it-means-2012-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MA3&amp;utm_content=link&amp;utm_campaign=BIIMobile%20"> Intelligence</a></strong> on the mobile advertising ecosystem<strong>, </strong>we explain the complexities and fractures, and examine the central and dynamic roles played by mobile <keyword id="1135002" type="UNKNOWN" weightage="60" keywordseo="ad-networks">ad networks</keyword>, demand side platforms, mobile ad exchanges, real-time bidding, agencies, brands, and new companies hoping to upend the traditional banner ad.</p>
<p><strong><a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile">Access The Full Report And Data By Signing Up For A Free Trial Today &gt;&gt;</a></strong></p>
<p><strong>Here's the dynamics surrounding the mobile advertising ecosystem:</strong></p>
<ul>
<li><strong>Mobile advertising is relatively tiny: </strong>U.S. mobile ad revenue was $1.2 billion last year, a tiny fraction of overall U.S. ad spend. <a href="https://intelligence.businessinsider.com/global-mobile-ad-spend-by-category?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">And most "mobile ads" were simply search and display ads viewed on mobile. </a> <a href="https://intelligence.businessinsider.com/chart-mobile-accounts-for-7-percent-of-the-us-digital-ad-market-2012-10">According to BI Intelligence estimates, mobile advertising is on track to hit $3.2 billion this year</a>. </li>
<li><strong>Why?</strong> <a href="https://intelligence.businessinsider.com/effective-cpm-desktop-vs-mobile?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Mobile CPMS are low</a><span>, and ads are oftentimes intrusive. </span><a href="https://intelligence.businessinsider.com/mobile-ad-spend-wont-ever-catch-up-with-eyeballs-2012-4?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Ad spending has therefore not caught up with time spent on mobile.</a><span> These will remain significant challenges to <keyword id="827181" type="UNKNOWN" weightage="60" keywordseo="Mobile-Ads">mobile ads</keyword>.</span></li>
<li><strong>Also, the mobile ad ecosystem is very complex: </strong><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">The mobile ad ecosystem is not as strictly delineated as the desktop ecosystem.</a> <span>In mobile advertising, the rules of the road change with different combinations of device, wireless operator, and operating system.</span></li>
<li><span><strong>And there are few shared protocols or standards:</strong> <a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">M</a><span><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">obile lacks the technical consensus that enables ad targeting, delivery, and measurement to work fairly seamlessly across the desktop world.</a> <span>As the mobile ad industry matures it will likely become more streamlined and simple, but for now there are innumerable actors interacting with one another and attempting to find a niche.</span></span></span></li>
<li><strong>The display ad category presents a dynamic and complicated future: </strong><span></span>Google <span>dominated the paid search category, which accounted for</span> <a href="http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-060612_global">62 percent of mobile global ad spend last year</a>. <a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">But, mobile ad networks, demand side platforms, mobile ad exchanges are all part of a dynamic ecosystem that is constantly evolving and trying to grow non-search mobile related advertising.</a> New companies are also testing out and finding some success with mobile native ad formats. </li>
</ul>
<p>I<strong>n full, <a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">the report:</a></strong></p>
<ul>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Explains how the mobile ad ecosystem is fractured and complex</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Analyzes how mobile ad networks play a central role that is coming under threat</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Examines how demand side platforms and mobile ad exchanges are streamlining the market</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Breaks down how real-time bidding will play a growing role</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Details how agencies are coming around to mobile and are trying to bring big brands along</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Explains how new companies are emerging with native ad formats that are hoping to upend the traditional banner ad</a></li>
</ul>
<p><span><a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile"><strong>To access BI Intelligence's full reports on The Mobile Advertising Ecosystem, sign up for a free trial subscription here.</strong></a></span></p>
<p><span><br /></span></p>

The Mobile Advertising Ecosystem Explained 

<p><keyword id="1751384" type="UNKNOWN" weightage="60" keywordseo="Native-Advertising">Native advertising</keyword> is all the rage, but few people can agree on what it actually means. </p>
<p><div class="image-container float_right" style="width:400px"><div class="image"><p class="source">BII</p></div></div></p>
<p>Native ads, by design, clash with attempts to define them.</p>
<p>Native ads are conceived by specific publishers with the purpose of creating an ad unit that does not overly interfere with user experience, unlike distracting and ineffective banner ads. So native ads are going to come in all shapes and sizes: promoted tweets, sponsored content, etc. </p>
<p>But that doesn't mean that they can't be categorized, and doing so helps make sense of the complex native ad ecosystem.</p>
<p><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile">In a new report from BI Intelligence</a> on native <keyword id="35666" type="COMPANY" weightage="60" keywordseo="advertising">advertising</keyword> and native ads on <keyword id="6354485" type="CITY" weightage="60" keywordseo="mobile">mobile</keyword>, <a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">we interview a half-dozen industry experts</a> on how they see the native ad ecosystem, we explain away the confusion surrounding native ads, and we categorize the various types of native ads that have gained traction. We also explain why native ads are especially key on mobile and social, and finally - we examine the growing role played by publishers and agencies in nurturing the native-mobile ecosystem and upending the traditional banner ad and the ad networks that deal in them. </p>
<p><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile"><strong>Access The Full Report And Data By Signing Up For A Free Trial Today &gt;&gt;</strong></a></p>
<p><strong>Here are the main categories in the emerging world of native ads:</strong></p>
<ul>
<li><strong><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile">Branded content</a>:</strong> Also called sponsored content or sometimes just referred to as native advertising, it has become something of a buzzword in the past year. It refers to publisher-created content that is sponsored by and created for advertisers. BuzzFeed is a pioneer of sorts in branded content, although most major publishers - including Business Insider - employ some form of it now.</li>
<li><strong><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile">In-Stream</a>: </strong>Social networks are increasingly standardizing around in-stream native advertisements because of their transferability across desktop and mobile, as we discussed in our report on <keyword id="1056541" type="UNKNOWN" weightage="60" keywordseo="social-media-advertising">social media advertising</keyword>. Advertisers can pay to promote their own Facebook posts, Tumblr posts, and tweets. With the aid of various targeting tools, advertisers are guaranteed that this content will appear in certain users' streams, and be virtually indistinguishable from the other posts and tweets that surround them. Increasingly, there is a convergence between "social" and "native" ads.</li>
<li><strong><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile">Activity-triggered</a>:</strong> The third form of native ads are triggered by user actions on a site or app. It's in this category where the most mobile-only ad formats have emerged, and where further innovation in mobile-native ad formats may take place. For example, appssavvy delivers relevant ads during natural breaks in consumers' mobile content consumption. After a user reads five articles on a news site or finishes three levels of a game, they are delivered an immersive ad experience. Activity-triggered ads - and native ads generally - are a response to the perceived intrusive and ineffective nature of mobile banner ads.</li>
<li><strong><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile">Mobile Native Ads</a>: </strong>There are a number of native formats that leverage mobile-only features, including click-to-call and mobile app install ads. </li>
</ul>
<p><strong>In full, the report:</strong></p>
<ul>
<li><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">Offers datasets on the mobile advertising industry and puts numbers to the main trends</a>. </li>
<li><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">Explains how the rush to native ads is driven by the consumer distaste for banner ads on mobile</a>. </li>
<li><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">Refocuses attention on the debate over scale</a>, and whether an overemphasis on reach is a factor in driving low-quality ad buys. </li>
<li><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">Shows how the ad industry will bifurcate between premium and publisher-driven ad formats like native ads and programatically purchased conventional ad units like banners</a>.  </li>
<li><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">Discusses some of the risks associated with native ads</a>, including the danger of backlash if users perceive ad partners as unpopular or unsavory. </li>
<li><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">Explains how mobile ad networks will be bypassed by the trend toward native ads on mobile</a>. </li>
</ul>
<p><strong><a href="https://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=NATIVE3&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">To access BI Intelligence's full report on Native Advertising, sign up for a free trial subscription here</a>.</strong></p>

The Native Ad Ecosystem Explained 

<p><span><span><span><span><div class="image-container float_right click-to-enlarge"><div class="image"><a title_source="" title_caption="" class="zoomin" href="http://static1.businessinsider.com/image/5086c11aecad049310000024-960/ma.png"><span class="click-to-enlarge-icon" title="Click to enlarge"></span></a></div></div>We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected <keyword id="6354485" type="CITY" weightage="60" keywordseo="mobile">mobile</keyword> devices for up to 16 hours a day. </span></span></span></span>Mobile audiences have exploded as a result.</p>
<p><span><span><span><keyword id="564900" type="ORGANIZATION" weightage="60" keywordseo="Mobile-advertising">Mobile advertising</keyword> should be a bonanza, similar to online advertising a decade ago. However, it has been a bit slow off the ground, and its growth trajectory is not clear cut.</span></span></span></p>
<p>In a <strong><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">recent report</a></strong> <span>from </span><strong><a href="https://intelligence.businessinsider.com/mobile-usage-how-we-use-our-phones-and-what-it-means-2012-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MA3&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">BI</a><a href="https://intelligence.businessinsider.com/mobile-usage-how-we-use-our-phones-and-what-it-means-2012-7?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MA3&amp;utm_content=link&amp;utm_campaign=BIIMobile%20"> Intelligence</a></strong> on the mobile advertising ecosystem<strong>, </strong>we explain the complexities and fractures, and examine the central and dynamic roles played by mobile <keyword id="1135002" type="UNKNOWN" weightage="60" keywordseo="ad-networks">ad networks</keyword>, demand side platforms, mobile ad exchanges, real-time bidding, agencies, brands, and new companies hoping to upend the traditional banner ad.</p>
<p><strong><a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile">Access The Full Report And Data By Signing Up For A Free Trial Today &gt;&gt;</a></strong></p>
<p><strong>Here's the dynamics surrounding the mobile advertising ecosystem:</strong></p>
<ul>
<li><strong>Mobile advertising is relatively tiny: </strong>U.S. mobile ad revenue was $3.4 billion in 2012, up over 100% from 2011 but a tiny fraction of overall U.S. ad spend. <a href="https://intelligence.businessinsider.com/global-mobile-ad-spend-by-category?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">And most "mobile ads" were simply search and display ads viewed on mobile. </a> <a href="https://intelligence.businessinsider.com/chart-mobile-accounts-for-7-percent-of-the-us-digital-ad-market-2012-10">According to BI Intelligence estimates, mobile advertising is on track to hit $3.2 billion this year</a>. </li>
<li><strong>Why?</strong> <a href="https://intelligence.businessinsider.com/effective-cpm-desktop-vs-mobile?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Mobile CPMS are low</a><span>, and ads are oftentimes intrusive. </span><a href="https://intelligence.businessinsider.com/mobile-ad-spend-wont-ever-catch-up-with-eyeballs-2012-4?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Ad spending has therefore not caught up with time spent on mobile.</a><span> These will remain significant challenges to <keyword id="827181" type="UNKNOWN" weightage="60" keywordseo="Mobile-Ads">mobile ads</keyword>.</span></li>
<li><strong>Also, the mobile ad ecosystem is very complex: </strong><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">The mobile ad ecosystem is not as strictly delineated as the desktop ecosystem.</a> <span>In mobile advertising, the rules of the road change with different combinations of device, wireless operator, and operating system.</span></li>
<li><span><strong>And there are few shared protocols or standards:</strong> <a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">M</a><span><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">obile lacks the technical consensus that enables ad targeting, delivery, and measurement to work fairly seamlessly across the desktop world.</a> <span>As the mobile ad industry matures it will likely become more streamlined and simple, but for now there are innumerable actors interacting with one another and attempting to find a niche.</span></span></span></li>
<li><strong>The display ad category presents a dynamic and complicated future: </strong><span></span>Google <span>dominated the paid search category, which accounted for</span> <a href="http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-060612_global">62 percent of mobile global ad spend in 2011</a>. <a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">But, mobile ad networks, demand side platforms, mobile ad exchanges are all part of a dynamic ecosystem that is constantly evolving and trying to grow non-search mobile related advertising.</a> New companies are also testing out and finding some success with mobile native ad formats. </li>
</ul>
<p>I<strong>n full, <a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">the report:</a></strong></p>
<ul>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Explains how the mobile ad ecosystem is fractured and complex</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Analyzes how mobile ad networks play a central role that is coming under threat</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Examines how demand side platforms and mobile ad exchanges are streamlining the market</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Breaks down how real-time bidding will play a growing role</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Details how agencies are coming around to mobile and are trying to bring big brands along</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-advertising-system-explained-2012-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile%20">Explains how new companies are emerging with native ad formats that are hoping to upend the traditional banner ad</a></li>
</ul>
<p><span><a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MAE&amp;utm_content=link&amp;utm_campaign=BIIMobile"><strong>To access BI Intelligence's full reports on The Mobile Advertising Ecosystem, sign up for a free trial subscription here.</strong></a></span></p>
<p><span><br /></span></p>

Designated Market Maker Explained

Business Insider Explains: The GIF

<ul class="summary-list"><li>You may have heard that there's a <keyword id="637029" type="UNKNOWN" weightage="60" keywordseo="labor-shortage">labor shortage</keyword>, as employers desperately woo workers.</li><li>But mismatches in skills, where workers are located, and what they want out of work could be to blame.</li><li>Those factors will probably continue to shape the strangeness of the <keyword id="409455" type="PERSON" weightage="60" keywordseo="labor-market">labor market</keyword> for a while. </li></ul><p>Have you heard of this labor shortage? It's pretty wild, with millions of jobs open, and workers just not filling them.</p><p>It's a sign of the remarkable success of the vaccination campaign under President Joe Biden. The <keyword id="34412" type="ORGANIZATION" weightage="100" keywordseo="economy">economy</keyword> began reopening in earnest through the spring and is rapidly approaching normality in the summer, even as the <a href="https://www.businessinsider.com/cdc-delta-variant-more-than-half-cases-us-2021-7">Delta variant</a> sparks a concerning number of cases in unvaccinated areas. On the other hand, it's also thanks to huge <a href="https://www.businessinsider.com/stimulus-package-pandemic-surpass-great-recession-fiscal-plans-recovery-2021-3">federal stimulus</a>, as American consumers are unleashing a flood of money on the world's economy, and businesses can't staff up or keep up with it.</p><p>But something deeper is going on: What economists call a "<keyword id="1314343" type="PERSON" weightage="60" keywordseo="Mismatch">mismatch</keyword>." It's actually three mismatches at once. </p><p>Central bankers previously said a mismatch could explain the "jobless" recovery from the Great Recession. A <a href="https://www.newyorkfed.org/medialibrary/media/research/staff_reports/sr566.pdf">2013 paper</a> by the New York Federal Reserve noted the job-finding rate was half that of 2006, and raised the theory that "the recession has produced a severe sectoral mismatch between vacant jobs and unemployed workers." </p><p>The reopening of 2021 is more like a jobless jobs boom, with record numbers of <a href="https://markets.businessinsider.com/news/stocks/labor-shortage-quit-job-openings-record-vacancies-labor-department-2021-6">workers quitting</a>, a record high number of <a href="https://www.businessinsider.com/jolts-may-job-openings-labor-market-data-worker-shortage-hiring-2021-7">job openings</a>, and a stubbornly <a href="https://www.businessinsider.com/chart-job-openings-are-very-high-relative-to-unemployment-2021-7">high unemployment rate</a>. Here's what's going on under the hood.</p><h2>(1) Skills mismatch</h2><p>The skills people are hiring for aren't the same as what the work force has to offer. The right-leaning Chamber of Commerce <a href="https://www.businessinsider.com/labor-shortage-hiring-outlook-skill-gap-job-market-chamber-commerce-2021-6">has cited</a> the <keyword id="1468229" type="PERSON" weightage="60" keywordseo="skills-gap">skills gap</keyword> as a driver of the shortage, arguing that workers need to be equipped with the skills to fill the openings all over the place.</p><p>That goes both ways: Data from the Bureau of Labor Statistics shows that May job openings were high in industries like retail and leisure and hospitality, both traditionally low-paying. For workers pushed out of the workforce, those positions may not fit with their prior experience - or their old compensation.</p><p>"The jobs that are out there aren't the jobs that I used to have, that I'm skilled for," Dina Jones, 54, a jobless worker in Texas who had previously worked in the airline industry for 27 years, <a href="https://www.businessinsider.com/labor-shortage-hiring-outlook-skill-gap-job-market-chamber-commerce-2021-6">previously told Insider</a>. "And that's the part that hurts."</p><h2>(2) Geographic mismatch</h2><p>The jobs are where the workers aren't.</p><p>It's a downstream effect of the "Great Migration" of 2020 as the pandemic and work-from-home era encouraged a <a href="https://www.businessinsider.com/new-york-city-san-francisco-urban-exodus-migration-myth-bofa-2021-4">much bigger outflow</a> from urban to rural areas than previous years. In many ways, the pandemic accelerated a generally southwestern shift among Americans that was already evident in the 21st century.</p><p>So many people moved to seasonal or remote locations in 2020 that they generated jobs booms where workers aren't numerous.</p><p>Jessica Rabe, the cofounder of DataTrek Research, <a href="https://www.businessinsider.com/more-people-telling-jobs-to-shove-it-labor-shortage-datatrek-2021-7">told Insider</a> relocations could also be driving <keyword id="6469296" type="UNKNOWN" weightage="60" keywordseo="quits">quits</keyword> up. Workers migrating to suburbs are <keyword id="39922" type="PERSON" weightage="60" keywordseo="quitting">quitting</keyword> jobs in urban areas, which are struggling for labor.</p><h2>(3) Expectations mismatch</h2><p>People just have higher expectations of work now. Call it an existential reset brought on by a year of deadly disease and an unprecedented level of flexibility and working from home.</p><p>It turns out that when you give people those options, they like it, and now they're looking for it. </p><p>Betsy Mercado, senior vice president of human resources at Flynn Restaurant Group, <a href="https://www.wsj.com/articles/job-openings-are-at-record-highs-why-arent-unemployed-americans-filling-them-11625823021?mod=pls_whats_news_us_business_f">told The Wall Street Journal</a> that "People have an ability now to really choose where they want to work," and they want a good deal. Employers aren't used to offering that.</p><p>But they may have to. Employees would turn down a $30,000 raise if it meant they keep working at home, <a href="https://www.businessinsider.com/work-from-home-best-employee-benefit-blind-survey-2021-5">Insider's Caroline Hroncich reports</a>. Meanwhile, low-wage workers are seizing on the labor shortage to <a href="https://www.businessinsider.com/fast-food-workers-use-labor-shortage-to-demand-higher-pay-2021-7">demand a higher minimum wage</a>, something that could <a href="https://www.businessinsider.com/how-to-fix-labor-shortage-raising-minimum-wage-heidi-shierholz-2021-6">plug up shortages</a>. Either way, the evidence is clear: Blue and white-collar workers alike know that employers want them, and now they have the power.</p>

3 'mismatches' that explain the labor shortage

<p class="article-excerpt"><span style="color: #222222; font-size: 15px; line-height: 1.5em;">America has spent decades and trillions of dollars building up the greatest military force the world has ever seen. </span></p><p class="article-excerpt"><span style="color: #222222; font-size: 15px; line-height: 1.5em;">But the biggest threat to national security these days comes from not from aircraft carriers or infantry divisions, but a computer with a simple Internet connection. That much became clear after the catastrophic hack-most likely by a foreign power-of sensitive federal employee data stored online. </span></p><p class="article-excerpt"><span style="color: #222222; font-size: 15px; line-height: 1.5em;">These 5 stats explain the evolution of cyber warfare, its astronomical costs and its increasingly important role in geopolitics.</span></p><h3><span>1. Government Threats</span></h3><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span><span style="line-height: 1.5em;">The massive breach of the Office of Personnel Management a couple weeks ago made headlines, but Washington has been fending off cyber-attacks for years now. The federal government suffered a staggering 61,000 cyber-security breaches last year alone.</span></p><p>This most recent wave of hacks exposed the records of up to 14 million current and former US government employees, some dating back to 1985. Compromised information includes Social Security numbers, job assignments and performance evaluations.</p><p>This is dangerous information in the hands of the wrong people, which by definition these hackers are. There is a good reason why the U.S. Director of National Intelligence ranks cyber crime as the No. 1 national security threat, ahead of terrorism, espionage and weapons of mass destruction.</p><h3><span>2. Business Threats</span></h3><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span><span style="line-height: 1.5em;">Hackers aren't only in the game to damage governments-sometimes good old-fashioned robbery is enough. The FBI had to notify over 3,000 U.S. companies that they were victims of cyber security breaches in 2013. Victims ranged from small banks to major <keyword id="6354810" type="ORGANIZATION" weightage="100" keywordseo="Defense">defense</keyword> contractors to mega retailers.</span></p><p>An astounding 7 percent of U.S. organizations lost $1 million or more due to cyber crime in 2013; 19 percent of U.S. entities have claimed losses between $50,000 and $1 million over the same span. Hacking costs the U.S. some $300 billion per year according to some estimates. <span style="line-height: 1.5em;">Worldwide that figure is closer to $445 billion, or a full 1 percent of global income. </span></p><p><span style="line-height: 1.5em;">The research firm Gartner projects that the world will spend $79.9 billion on information security in 2015, with the figure rising to $101 billion in 2018-and that still won't be enough.</span><span style="line-height: 1.5em;"> </span></p><h3><span>3. Social Media Threats</span></h3><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span><span style="line-height: 1.5em;">With the rise of social media also comes the rise in social media cyber crime. Social media spam increased 650 percent in 2014 compared to 2013. Nearly 30 percent of U.S. adults say one of their social media accounts has been hacked.</span></p><p>That number is only set to grow: an estimated 10 to 15 percent of home computers globally are already infected with botnet crime-ware, and over 30,000 new websites are corrupted daily with compromising code. In a day and age where your online presence increasingly defines you to the rest of the world, hackers with access to your accounts can cause untold damage to both your personal and professional life.</p><p>Back in 2011, Facebook admitted that it was the target of 600,000 cyber-attacks <em>every day. </em>Not wanting to scare off potential users, it hasn't released official figures since.</p><h3><span>4. Russia</span></h3><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span><span style="line-height: 1.5em;">Speaking of social media, cyber threats don't only come in the form of traditional hacking. Moscow has set up a sophisticated "troll army" under the umbrella of its Internet Research Agency to wage a massive disinformation campaign in support for its invasion of Ukraine, and of the Kremlin in general. These trolls work hard, each one pumping out 135 comments per 12-hour shift.</span></p><p>Furthermore, each troll is reportedly required to post 50 news article a day while maintaining at least six Facebook and ten Twitter accounts. That's a whole lot of misinformation. Despite economic hardship caused by sanctions, Moscow believes in this mission enough to employ a full-time staff of 400 with a monthly budget of $400,000.</p><h3><span>5. China</span></h3><p><span><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span><span style="line-height: 1.5em;">But the single biggest threat to the U.S. remains China. A full 70 percent of America's corporate intellectual property theft is believed to originate from China. That doesn't just mean random hackers who operate within China's borders; we're talking about elite cyber groups housed by the government in Beijing.</span></p><p>China decided long ago that it couldn't compete with the U.S. in direct military strength. The US already outspends China more than 4-to-1 in that regard, making catch-up near impossible. Beijing has instead decided to focus instead on commercial and government espionage.</p><p>While exact figures are hard to come by, in May 2013 two former Pentagon officials admitted that "Chinese computer spies raided the databanks of almost every major U.S. defense contractor and made off with some of the country's most closely guarded technological secrets." That would be really impressive if it wasn't so terrifying.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/wwe-brock-lesnar-facts-wrestling-2015-4">12 awesome facts about WWE superstar Brock Lesnar</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="c0ZDRwdDrYMxli2qszqO2efFg-yz9MeG" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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