Data breaches hit five times higher in 2024, posing greater risks to advertisers’ personalization efforts

By Zion Rufus

The first half of 2024 witnessed a staggering increase in data breaches globally, reaching an alarming high that threatens the very fabric of digital security as personalization becomes more paramount for advertisers.

Presenting a critical challenge to privacy and security amidst the quest for personalized advertising experiences, individuals’ personal information has become a prized commodity for cybercriminals.

According to Surfshark, a cybersecurity company, data breaches soared to five times their previous levels compared to the previous quarter. This surge translates to a staggering 61 billion personal records exposed over the last 20 years, highlighting the pervasive nature of the threat. Since 2004, a staggering 17 billion user accounts have been compromised worldwide, with a chilling 400 million occurrences recorded at the start of this year alone.

The Surfshark report also highlighted the prevalence of reused email addresses exacerbating the vulnerability of individuals to multiple breaches. With most people using the same email for different accounts, a single email or account can be compromised multiple times, contributing to the staggering figures of total breached accounts.

“Surfshark’s extensive monitoring of data breach trends over the past two decades reveals an alarming digital reality: data leaks persist as an ongoing global threat,” said Lina Survila, a spokesperson for Surfshark. Urging vigilance among internet users, Surfshark advocated for the adoption of strong passwords, refraining from password reuse, and exercising caution when sharing personal information online.

The escalation of breach rates in Q1 2024 paints a bleak picture of the current cybersecurity landscape. While in Q4 2023, 627 accounts were breached every minute, the subsequent quarter witnessed a staggering 435% increase, with a staggering 3,353 accounts being leaked every 60 seconds. This translates to a disconcerting statistic: 5 out of 100 individuals worldwide experienced account breaches in Q1 2024, highlighting the pervasive nature of the threat.

Unsurprisingly, certain countries bear the brunt of this digital onslaught. The United States, China, and Russia emerge as the most breached nations in 2024 thus far, with breach densities reaching alarming levels. Europe accounts for 30% of breaches, with Russia accounting for half of them. North America and Asia follow closely behind, highlighting the global nature of the threat.

Examining the data through a geographical lens unveils stark disparities in breach densities. Russia, with a staggering 16.8 breaches per resident, leads the pack, followed by the United States and South Sudan. This disparity also buttresses the urgent need for concerted efforts at both national and international levels to bolster cybersecurity measures and mitigate the risk of data breaches.