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Veritas aims at autonomous backup discovery and provisioning

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Veritas aims at autonomous backup discovery and provisioning

Veritas bets on a backup platform that can discover all enterprise data – on-premise and in the cloud – and make its own decisions about the optimal place to store copies

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Published: 28 Jun 2022 9:51

Data protection heavyweight Veritas is aiming to rework its core software offering NetBackup around autonomous functionality.

Its Autonomous Data Management project will see the development of, for example, autonomous provisioning capabilities where backup software seeks out data to be protected across on-premise capacity and in the cloud and stores it optimally in the appropriate tier.

So, Autonomous Data Management would designate backup data to differing tiers of storage, from those that are close to production for rapid restore and use, to those that are archived off for long-term retention. The artificial intelligence (AI) would rate the importance of data in terms of its access requirements, disinfect corrupted files where necessary, and restore files to the appropriate place for future use.

“The problem for CIOs is the struggle to keep up with all the applications deployed in the enterprise, and that is aggravated by the proliferation of data in a multitude of cloud services,” said Doug Matthews, senior VP of products at Veritas.

“If you don’t understand the data you manage, you won’t be able to define the rules to protect it. Our aim is to eliminate the effort needed to manage data,” added Matthews during an interview with Computer Weekly’s sister website in France, LeMagIT, during a recent IT Press Tour event.

NetBackup 10 was launched in March 2022 with numerous enhancements that included some policy-based automation for provisioning, notably in AWS and Azure environments. However, full autonomisation of these kinds of functionality will not be complete until the next version in 2024.

Matthews clarified the distinction.
“With automation, you define the rules and they apply themselves,” he said. “In autonomic mode, the rules are deduced according to metrics derived from your production workloads and which are constantly reassessed. All you have to do is label your resources via the interface and the software does the rest.”

Currently, Veritas has only presentations and small-scale prototypes to demonstrate its progress. But it said the challenges are so important to its customers that it plans to prepare them for an early switch to the era of autonomic processes.

Veritas is a long-established giant among backup product suppliers, with very large accounts well represented among its client list. These include the biggest global banks, telcos and pharmaceutical companies, all of which are heavily-regulated sectors where letting a machine work its way through enterprise data is not necessarily seen as best practice.

“The reality of increasingly complex cloud deployments means that enterprises are putting themselves in danger if they rely on managing backup manually,” said Matthews. “Now, only AI can guarantee that you won’t restore corrupted data. In two years, none of our customers have lost data after a cyber attack, thanks to NetBackup. We are moving towards autonomisation to maintain that reputation.”

The company believes it can convince its customers to look beyond any regulatory concerns. Protecting against ransomware is a key argument it deploys, but eco-responsibility is another. Veritas cited a US study which calculated that to store a PB of data in the cloud for a year emits 3.5 tonnes of CO2. Addressing this concern, it claimed that its algorithms can significantly reduce data volumes, and that this will diminish CO2 outputs beyond that possible by an IT team and without excessively complex management.

Autonomous Data Management is likely to allow savings to be made, it said, not only in terms of the ability to purchase capacity in smaller volumes, but also by being able to select from better cloud tariffs.

According to Matthews, AI is the key to data protection that can adapt to changing circumstances in real time and instantly call up the correct response.

Having said that, AI is efficient only if it is trained sufficiently. Veritas said it plans to build a data lake of metadata that references the ways its customers protect their data, and that will serve as training data for its machine learning engine. Matthews stressed that no customer data will leave its site to feed the data lake.

“We have worked for two years on this AI engine and as far as we know, we are the only one to have gone in the direction of an autonomous system,” said Matthews. “That means we are the only one that will offer such a solution to enterprise customers.”

He predicted that Veritas’s turnover would grow by 8% to 10% a year when Autonomous Data Management has been fully productised, probably as part of NetBackup 11.





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‘She-Hulk’ Release Schedule: When Does Episode 9 Hit Disney Plus?

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‘She-Hulk’ Release Schedule: When Does Episode 9 Hit Disney Plus?

The current Marvel series dropping weekly episodes on Disney Plus is almost over. She-Hulk: Attorney at Law is a half-hour scripted comedy about Jennifer Walters (played by the incredible Tatiana Maslany), the Hulk’s equally green cousin.

The first season consists of nine episodes. Six are directed by Kat Coiro and the other three by Anu Valia, with Jessica Gao as head writer. Originally, She-Hulk was set to take over Ms. Marvel’s Wednesday release spot, but the episodes instead arrive each Thursday (probably because Star Wars series Andor took over the Wednesday slot).

Exact She-Hulk episode release dates and times

Here are the exact episode release times.

The first smashing trailer

After a teaser that well and truly teased us (by not showing She-Hulk’s face), Marvel dropped the first official trailer on May 17. This time we see what She-Hulk will look like in her awesome green glory.

She-Hulk also stars Mark Ruffalo, Benedict Wong and Tim Roth, who starred as the main antagonist in 2008’s The Incredible Hulk. Ginger Gonzaga, Josh Segarra, Jameela Jamil, Jon Bass and Renée Elise Goldsberry are also part of the cast.

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First Super Mario Bros. Trailer Is Here: You Can Finally Hear Chris Pratt

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First Super Mario Bros. Trailer Is Here: You Can Finally Hear Chris Pratt

It’s-a him. Chris Pratt as Mario in the movie. OK, so co-producer Chris Meledandri confirmed back in 2021 that Pratt wasn’t going to use the stereotyped voice of the video game plumber in the upcoming animated Mario film. But on Thursday, Nintendo dropped a highly anticipated teaser trailer for The Super Mario Bros. Movie, and Pratt revealed, kind of, the voice he did choose.

Honestly, the much-anticipated Pratt-as-Mario voice was kind of a letdown. There’s … maybe a faint bit of Italian accent in the few lines Pratt speaks? Or is he just using his normal voice? Pratt’s Mario mostly just reacts to getting the wind knocked out of him as he heads off on his Mushroom Kingdom adventure. 

Sure, there was no way Pratt was going to use the exaggerated, stereotypical voice, but so little of him can actually be heard in the teaser it’s tough to say how his Mario will sound. He doesn’t deliver any of Mario’s famed catchphrases — no “It’s-a me, Mario” or “Wahoo!” Maybe more will be revealed when a longer trailer comes along. Regardless, there’s a better chance to hear some of Jack Black’s Bowser (he’s excellent) and a good look at the vibrant animation.

It’s-a disappointing

Fans were underwhelmed by Pratt’s voice, or at least what we got to hear of it.

“Everything in the Mario movie trailer looks and sounds absolutely great…except for Chris Pratt’s voice lol,” one viewer tweeted.

Pratt reminded one viewer of Ratso Rizzo in 1969’s Midnight Cowboy. “It was like four words, but I definitely got Dustin Hoffman ‘I’m WALKIN HEAH!’ vibes.”

And another person summed it up nicely, writing, “It’s not similar to Mario. It’s not similar to Mario’s vibe. It’s not even similar to the live action movie version. Just Chris Pratt sounding a little confused.”

everything in the Mario movie trailer looks and sounds absolutely great…except for Chris Pratt’s voice lol

— Matt Binder (@MattBinder) October 6, 2022

It was like four words, but I definitely got Dustin Hoffman “I’m WALKIN HEAH!” vibes.

— Evil Bilbo (@evilbilboxbl) October 6, 2022

It’s not similar to Mario. It’s not similar to Mario’s vibe. It’s not even similar to the live action movie version. Just Chris Pratt sounding a little confused

— JStack (@JStackTV) October 6, 2022

“It’s been a lifelong dream of mine to be Mario,” Pratt says in a video clip preceding the trailer, relating how he played Mario games on a machine at his childhood laundromat. Good to know, but the jury is still out on how that dream will become a reality. 

And after the trailer was published, Pratt tweeted about it, writing, “After playing the games for years as a kid (and adult) I’m excited to bring Mario to all of you! Enjoy!”

The trailer did reveal Jack Black as Bowser, and Keegan-Michael Key as Toad. But some fans were disappointed that the clip didn’t include a clip of Seth Rogen as Donkey Kong, especially the actor’s infamous laugh.

“My only complaint is that we didn’t get to see Seth Rogen’s Donkey Kong voice let alone SOME form of laughter,” one fan wrote.

The Mario movie was set to come out in late 2022 but is now scheduled for release on April 7, 2023. 

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How marketers are tailoring data-driven creative to engage audiences on CTV

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How marketers are tailoring data-driven creative to engage audiences on CTV

As the end of the year approaches and marketing teams look to finalize their 2023 budgets, many are wondering how to ensure their ads are set up for success in the months ahead, appealing to unique audiences whose media consumption habits continue to evolve. 

Advances in programmatic technology and data targeting have made it possible to reach these audiences with precision and at scale, serving ads that showcase the products and services they’re most interested in — be it on their desktop, mobile or CTV devices. But something the industry doesn’t always discuss during the campaign planning process is how creative contributes to campaign goals and directly impacts consumers. 

Nielsen found that creative is the top driver of a brand’s in-market success — up to 80% in traditional TV and 89% in digital advertising. And there are ways to ensure that creative speaks not only to viewers’ collective interests but to their nuanced interests as individuals in a non-invasive, privacy-conscious way. Using existing creative — in other words, not reinventing the wheel — marketers are taking steps to boost engagement, enhance brand awareness and achieve personalization on a greater and increasingly sophisticated level. 

Making video ads actionable

Actionable creative encourages viewers to engage and interact with brands on a one-to-one level. For marketing teams, QR codes are proving an effective way to elevate this engagement, especially in the advanced TV space. For video ads produced without a QR code, these can be added as an overlay, branded frame around the video or an end card.

In essence, QR codes mirror the strategies of clickable ads in desktop or mobile environments, pushing consumers to take action and moving them through the marketing funnel (i.e., “scan to add to cart”). Not every viewer will scan the code, but even an incremental uptick in engagement is a powerful one. QR codes are an opportunity to place a brand in the palm of a consumer’s hand.

Given the proliferation of smart speakers and voice assistants (estimated to be present in approximately 95 million US households), voice-to-action commands are another way advertisers are motivating viewers to act while watching ads. By suggesting that viewers “Ask Alexa to do X” — via branded frames or end cards, for instance — marketers empower consumers to purchase a product, book a test drive and more. 

Keep branding front and center

It’s one thing to serve impressions; it’s another for a brand to make an impression that drives campaign results. And without robust and well-placed branding, it’s near impossible to ensure viewers will remember a brand. 

Video ads are increasingly cinematic, which, while entertaining, doesn’t automatically ensure the successful delivery of marketing goals and KPIs. If a viewer isn’t paying full attention to an ad for the full 15 to 30 seconds, they might entirely miss what the brand is, thus limiting brand recognition and recall. 

When crafting creative (for CTV or otherwise) — even a more out-of-the-box, entertaining ad — successful marketing teams often place a small logo in the corner of the screen. The effect can somewhat interrupt the cinematic tone of the ad, but it ensures that consumers know which brand is speaking to them.  

Developing dynamic creative to fine-tune targeting

Different audiences have different needs and therefore benefit from seeing different versions of a message. Not every brand has the budget to adapt its creative to every audience and screen, but many have found cost-effective ways to do this. One technique is dynamic video creative, in which one video is modified to become more personalized to each individual in a target audience, depending on the campaign strategy.

For example, historically, a local tourism board running a summer road trip campaign promoting travel to various destinations and attractions across a state has created a traditional TV spot to show off these destinations. However, if the tourism board wants to reach viewers on a more intimate — but also more programmatic — level, then dynamic video creative and data can turn the ad creative into thousands of iterations for all screens. In this way, they reach viewers with messages molded to their interests, needs and physical locations. The outcome is that adventure enthusiasts learn about destinations for mountain biking, and families with small children are shown amusement parks within driving distance, for instance.

These practices help marketers drive awareness, engagement and action at little to no added expense, ultimately ensuring a brand speaks to audiences in the most powerful, most convincing way. Creative may be king, but these simple techniques are the kingmakers; coupled with data and technology, they’re more achievable than ever. 

Sponsored by: Tremor

https://digiday.com/?p=469290

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