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"Internet Manthan" Churning the ocean of internet to find hidden frauds.

Samudra Manthan or the churning of the ocean is a well known tale. It speaks of the massive effort undertaken by the gods and the demons to unlock the riches hidden in the ocean.

While the tale has many versions, the core of it is that the (i) poison was consumed by lord Shiva and is held in his throat, giving him the moniker of Neelkanth (the one with the blue throat) and (ii) The Amrut(Elixir of eternal life) is distributed equally amongst the gods by the supreme lord Vishnu, deceiving the demons.

Working in brand monitoring, we cannot help but equate the process of brand monitoring with the story of Samudra Manthan. The Internet is as good as a massive ocean which impacts all aspects of our daily lives. Comparing it to the seven seas, the internet of today is largely made up of :

Over 350Mn domain names

200 Mn active websites1

100s of Popular Social Media Platforms

Over 20 Mn E-Commerce Websites2 and

100s of Popular App Stores

The task of any brand monitoring service is to “churn” this massive ocean of information and mis-information, to find those poisonous artifacts (brand infringements) which aim to harm unsuspecting users surfing the web.

It is not an easy task by any means!

Domains and websites are repeatedly being added and removed. 6 new profiles are created on Facebook every second.3 Every second, scam artists find new ways to create convincing fake websites, social media pages to dupe internet users.4

The intricate process of brand monitoring can not only rely on automation to identify the “good” from the “bad” but is dependent on trained human analysts who evaluate the results and refine them before sharing them with the brand owners for enforcement action approval.

While the “Samudra Manthan” was done only once, the churning of the ocean of internet is a repetitive process, done hourly, daily, weekly in order to find the brand infringements as quickly as possible.

No brand no matter how powerful can escape from the threat of online brand infringement, and only by using a dedicated service to quickly identify, evaluate and nullify infringements can the brand protect itself and its customers.





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