Ibotta, Inc. is an American mobile technology company headquartered in Denver, Colorado. Founded in 2011, the company offers cash back rewards on various purchases through its Ibotta Performance Network and direct to consumer app. Ibotta partners with CPG (consumer packaged goods) brands and network publishers to provide these rewards. As of 2024, the company operates solely in the United States. The company's rewards-as-a-service offering, the Ibotta Performance Network, went live in 2022. In August 2019, Ibotta received a $1 billion valuation after its Series D funding, and in 2023, the company surpassed $1.5 billion cash rewards paid to over 50 million consumers since the company's founding. Ibotta became a publicly traded company in April 2024 with a listing on the New York Stock Exchange. As of September 2025, Ibotta is trading at approximately $27.13 per share, marking a 69% decline from its initial public offering price of $88 per share on April 18, 2024. == History == === Founding through early 2019 === Ibotta was founded by current CEO Bryan Leach. The company was incorporated in 2011 and the app launched to both the App Store and Google Play stores in 2012. Early investors included entrepreneur and computer scientist Jim Clark and Tom “TJ” Jermoluk, Chairman of @Home Network. In 2015, Ibotta expanded beyond item level grocery, adding the ability to get cash back on in-store retail purchases. In 2016, in-app mobile commerce began, allowing users to navigate from the Ibotta app to its partners' apps to earn cash back on purchases. In 2016 with a Series C investment, Ibotta had raised over $73 million in funding. In March of that year, Ibotta partnered with Anheuser-Busch to offer cash back for adults who purchased its products. In May, the company partnered with LiveRamp so that companies could use their CRM data to create segmented, personalized campaigns. At the time, the company had around 200 full- and part-time employees and moved from offices in Lower Downtown Denver (LoDo) to a 40,000-square-foot office in the central Denver business district. A year later, the company had to expand to a second floor as it added almost another 100 employees. In 2017, Ibotta added cash back for Uber to its app as well as cash back rewards for online and mobile purchases. In 2018, Ibotta was listed on the Inc. 5,000 list as one of the fastest growing private companies in the U.S. A year later, in January 2019, the Ibotta app had been downloaded more than 30 million times with users receiving a reported $500 million in cash back rewards. That year, Ibotta was the largest mobile company in Colorado with six million monthly active users. === August 2019 to present === In August 2019, Ibotta was valued at $1 billion, following a Series D round of funding. The round was led by Koch Disruptive Technologies, a subsidiary of Koch Industries. 2019 was also the year the company introduced Pay with Ibotta, which allowed users to complete purchases at key retailers on the Ibotta app and earn instant cash back in the process. With that new service, users were able to enter their purchase total and use a QR code to checkout and receive immediate cash back. In 2020, the company partnered with Trees for the Future to plant up to 1 million trees as part of an Earth Month campaign to raise awareness about the waste of unused paper coupons. In response to the COVID-19 pandemic, Ibotta partnered with CPG brands in their “Here to Help” campaign and together committed over $10 million in cash back to American consumers. The company added the ability to earn cash back from online grocery pick-up and delivery orders. Later that year, Ibotta started its free Thanksgiving program, providing users with 100% cash back on select groceries needed for a Thanksgiving meal. By 2022, the company had provided approximately 10 million Thanksgiving meals. In 2021, Ibotta acquired the company OctoShop (originally InStok), a shopping browser extension company. The OctoShop app enables users to compare prices across stores and set restock and price-drop alerts. In April 2022, the Ibotta Performance Network (IPN) was launched. The IPN allows brands to deliver digital offers to consumers through third party publishers. Retailers including Walmart, Dollar General and Family Dollar, food delivery services including Instacart, and convenience stores including Shell are all part of the Ibotta Performance Network. This pay-per-sales or success-based performance network reaches over 200 million consumers. On April 18, 2024, Ibotta had its initial public offering (IPO), trading on the New York Stock Exchange (NYSE) under the ticker symbol IBTA. It was the largest technology IPO in Colorado history. In October 2025, Ibotta announced a partnership with technology and analytics company Circana, integrating Circana's Household Lift measurement into Ibotta campaigns to give CPG brands an increased understanding of the impact of their promotional campaigns. On November 3, 2025, Ibotta launched LiveLift, a tool for companies to measure the return on investment of digital promotions, in order to optimize performance marketing goals. === Athletic partnerships === Ibotta became the official jersey patch partner of the New Orleans Pelicans, a professional men's basketball team in the National Basketball Association (NBA), for the 2020–2021 and 2023–2024 seasons. Ibotta became the official jersey patch partner of the 2023 NBA champion Denver Nuggets baskeetball team beginning in the 2023–2024 season. In March 2023, F1 driver Logan Sargeant, the first U.S. racer to compete in F1 since 2015, partnered with Ibotta. The Ibotta logo was displayed on Sargeant's racing helmet throughout his F1 career. In June 2023, UConn Huskies women's basketball player Paige Bueckers entered into a "name, image, and likeness" (NIL) promotional agreement with Ibotta. According to a press release by Ibotta, the company has agreements with The Brandr Group, which finds NIL opportunities for women college athletes, and the Pearpop social media marketing platform to promote Ibotta. == Legal issues == In April 2025, shareholders filed a class action lawsuit—Fortune v. Ibotta, Inc., in the U.S. District Court for the District of Colorado (Case No. 25-cv-01213)—alleging that the registration statement in connection with Ibotta’s April 2024 initial public offering omitted material information. The complaint claims that, although Ibotta disclosed detailed terms for its contract with Walmart Inc., it failed to warn investors that its agreement with The Kroger Co., its second-largest client, was terminable at will and thus could be canceled without warning, creating a misleading impression of stability.
Breakup Notifier
Breakup Notifier was a web application written by product developer and programmer Dan Loewenherz that enabled its registered users to track the relationship status of their Facebook friends. An email notification was sent to the user when one of their Facebook friends changed their relationship status. The app was one of the most viral Facebook app's at the time of its release. It was mentioned in a skit on The Jay Leno Show and news of its popularity was published in Time magazine, The New York Post, CNET, and The Globe and Mail. == Popularity and Facebook controversy == Breakup Notifier gathered 100,000 users in less than 24 hours of its launch and reached a user base of more than 3,000,000 in February 2011. Facebook then blocked the app. Loewenherz later created an app named Crush Notifier, which differs from the original app in that users can check if they have a mutual crush. Breakup Notifier was later unblocked by Facebook and monetized.
Data remanence
Data remanence is the residual representation of digital data that remains even after attempts have been made to remove or erase the data. This residue may result from data being left intact by a nominal file deletion operation, by reformatting of storage media that does not remove data previously written to the media, or through physical properties of the storage media that allow previously written data to be recovered. Data remanence may make inadvertent disclosure of sensitive information possible should the storage media be released into an uncontrolled environment (e.g., thrown in refuse containers or lost). Various techniques have been developed to counter data remanence. These techniques are classified as clearing, purging/sanitizing, or destruction. Specific methods include overwriting, degaussing, encryption, and media destruction. Effective application of countermeasures can be complicated by several factors, including media that are inaccessible, media that cannot effectively be erased, advanced storage systems that maintain histories of data throughout the data's life cycle, and persistence of data in memory that is typically considered volatile. Several standards exist for the secure removal of data and the elimination of data remanence. == Causes == Many operating systems, file managers, and other software provide a facility where a file is not immediately deleted when the user requests that action. Instead, the file is moved to a holding area (i.e. the "trash"), making it easy for the user to undo a mistake. Similarly, many software products automatically create backup copies of files that are being edited, to allow the user to restore the original version, or to recover from a possible crash (autosave feature). Even when an explicit deleted file retention facility is not provided or when the user does not use it, operating systems do not actually remove the contents of a file when it is deleted unless they are aware that explicit erasure commands are required, like on a solid-state drive. (In such cases, the operating system will issue the Serial ATA TRIM command or the SCSI UNMAP command to let the drive know to no longer maintain the deleted data.) Instead, they simply remove the file's entry from the file system directory because this requires less work and is therefore faster, and the contents of the file—the actual data—remain on the storage medium. The data will remain there until the operating system reuses the space for new data. In some systems, enough filesystem metadata are also left behind to enable easy undeletion by commonly available utility software. Even when undelete has become impossible, the data, until it has been overwritten, can be read by software that reads disk sectors directly. Computer forensics often employs such software. Likewise, reformatting, repartitioning, or reimaging a system is unlikely to write to every area of the disk, though all will cause the disk to appear empty or, in the case of reimaging, empty except for the files present in the image, to most software. Finally, even when the storage media is overwritten, physical properties of the media may permit recovery of the previous contents. In most cases however, this recovery is not possible by just reading from the storage device in the usual way, but requires using laboratory techniques such as disassembling the device and directly accessing/reading from its components. § Complications below gives further explanations for causes of data remanence. == Countermeasures == There are three levels commonly recognized for eliminating remnant data: === Clearing === Clearing is the removal of sensitive data from storage devices in such a way that there is assurance that the data may not be reconstructed using normal system functions or software file/data recovery utilities. The data may still be recoverable, but not without special laboratory techniques. Clearing is typically an administrative protection against accidental disclosure within an organization. For example, before a hard drive is re-used within an organization, its contents may be cleared to prevent their accidental disclosure to the next user. === Purging === Purging or sanitizing is the physical rewrite of sensitive data from a system or storage device done with the specific intent of rendering the data unrecoverable at a later time. Purging, proportional to the sensitivity of the data, is generally done before releasing media beyond control, such as before discarding old media, or moving media to a computer with different security requirements. === Destruction === The storage media is made unusable for conventional equipment. Effectiveness of destroying the media varies by medium and method. Depending on recording density of the media, and/or the destruction technique, this may leave data recoverable by laboratory methods. Conversely, destruction using appropriate techniques is the most secure method of preventing retrieval. == Specific methods == === Overwriting === A common method used to counter data remanence is to overwrite the storage media with new data. This is often called wiping or shredding a disk or file, by analogy to common methods of destroying print media, although the mechanism bears no similarity to these. Because such a method can often be implemented in software alone, and may be able to selectively target only part of the media, it is a popular, low-cost option for some applications. Overwriting is generally an acceptable method of clearing, as long as the media is writable and not damaged. The simplest overwrite technique writes the same data everywhere—often just a pattern of all zeros. At a minimum, this will prevent the data from being retrieved simply by reading from the media again using standard system functions. The UEFI in modern machines may offer an ATA class disk erase function as well. The ATA-6 standard governs secure erases specifications. Bitlocker is whole disk encryption and illegible without the key. Writing a fresh GPT allows a new file system to be established. Blocks will set empty but LBA read is illegible. New data will be unaffected and work fine. In an attempt to counter more advanced data recovery techniques, specific overwrite patterns and multiple passes have often been prescribed. These may be generic patterns intended to eradicate any trace signatures; an example is the seven-pass pattern 0xF6, 0x00, 0xFF,
SCADA Strangelove
SCADA Strangelove is an independent group of information security researchers founded in 2012, focused on security assessment of industrial control systems (ICS) and SCADA. == Activities == Main fields of research include: Discovery of 0-day vulnerabilities in cyber physical systems and coordinated vulnerability disclosure; Security assessment of ICS protocols and development suites; Identification of publicly Internet-connected ICS components and secure it with help of proper authorities; Development of security hardening guides for ICS software; Mapping cybersecurity on to functional safety; Awareness control and delivery of information regarding the actual security state of ICS systems. SCADA Strangelove's interests expand further than classic ICS components and covers various embedded systems, however, and encompass smart home components, solar panels, wind turbines, SmartGrid as well as other areas. == Projects == Group members have and continue to develop and publish numerous open source tools for scanning, fingerprinting, security evaluation and password bruteforcing for ICS devices. These devices work over industrial protocols such as modbus, Siemens S7, MMS, ISO EC 60870, ProfiNet. In 2014 Shodan used some of the published tools for building a map of ICS devices which is publicly available on the Internet. Open source security assessment frameworks, such as THC Hydra, Metasploit, and DigitalBond Redpoint have used Shodan-developed tools and techniques. The group has published security-hardening guidelines for industrial solutions based on Siemens SIMATIC WinCC and WinCC Flexible. The guidelines contain detailed security configuration walk-throughs, descriptions of internal security features and appropriate best practices. Among the group’s more noticeable projects is Choo Choo PWN (CCP) also named the Critical Infrastructure Attack (CIA). This is an interactive laboratory built upon ICS software and hardware used in real world. Every system is connected to a toy city infrastructure, which includes factories, railroads and other facilities. The laboratory has been demonstrated at various conferences including PHDays, Power of Community, and 30C3. Primarily the laboratory is used for the discovery of new vulnerabilities and for evaluation of security mechanisms, however it is also used for workshops and other educational activities. At Positive Hack Days IV, contestants found several 0-day vulnerabilities in Indusoft Web Studio 7.1 by Schneider Electric, and in specific ICS hardware RTU PET-7000 during the ICS vulnerability discovery challenge. The group supports Secure Open SmartGrid (SCADASOS) project to find and fix vulnerabilities in intellectual power grid components such as photovoltaic power station, wind turbine, power inverter. More than 80 000 industrial devices were discovered and isolated from the Internet in 2015. == Appearances == Group members are frequently seen presenting at conferences like CCC, SCADA Security Scientific Symposium, Positive Hack Days. Most notable talks are: === 29C3 === An overview of vulnerabilities discovered in the widely distributed Siemens SIMATIC WinCC software and tools that are implemented for searching ICS on the Internet. === PHDays === This talk consisted of an overview of vulnerabilities discovered in various systems produced by ABB, Emerson, Honeywell and Siemens and was presented at PHDays III and PHDays IV. === Confidence 2014 === Implications of security research aimed at realization of various industrial network protocols Profinet, Modbus, DNP3, IEC 61850-8-1 (MMS), IEC (International Electrotechnical Commission) 61870-5-101/104, FTE (Fault Tolerant Ethernet), Siemens S7. === PacSec 2014 === Presentations of security research showing the impact of radio and 3G/4G networks on the security of mobile devices as well as on industrial equipment. === 31C3 === Analysis of security architecture and implementation of the most wide spread platforms for wind and solar energy generation which produce many gigawatts of it. === 32C3 === Cybersecurity assessment of railway signaling systems such as Automatic Train Control (ATC), Computer-based interlocking (CBI) and European Train Control System (ETCS). === China Internet Security Conference 2016 === In "Greater China Cyber Threat Landscape" keynote by Sergey Gordeychik an overview of vulnerabilities, attacks and cyber-security incidents in Greater China region was presented. === Recon 2017 === In talk "Hopeless: Relay Protection for Substation Automation" by Kirill Nesterov and Alexander Tlyapov security analysis results of key Digital Substation component - Relay Protection Terminals was presented. Vulnerabilities, including remote code execution in Siemens SIPROTEC, General Electric Line Distance Relay, NARI and ABB protective relays was presented. == Philosophy == All names, catchwords and graphical elements refer to Stanley Kubrick’s film, Dr. Strangelove. In their talks, group members often refer to Cold War events such as the Caribbean Crisis, and draw parallels between nuclear arms race and the current escalation of cyberwar. Group members follow the approach of “responsible disclosure” and “ready to wait for years, while vendor is patching the vulnerability”. Public exploits for discovered vulnerabilities are not published. This is on account of the longevity of ICS and by implication the long process of patching ICS. However, conflicts still happen, notably in 2012 when the talk at DEF CON was called off due to a dispute of persistent weaknesses in Siemens industrial software.
Identity column
An identity column is a column (also known as a field) in a database table that is made up of values generated by the database. This is much like an AutoNumber field in Microsoft Access or a sequence in Oracle. Because the concept is so important in database science, many RDBMS systems implement some type of generated key, although each has its own terminology. Today a popular technique for generating identity is to generate a random UUID. An identity column differs from a primary key in that its values are managed by the server and usually cannot be modified. In many cases an identity column is used as a primary key; however, this is not always the case. It is a common misconception that an identity column will enforce uniqueness; however, this is not the case. If you want to enforce uniqueness on the column you must include the appropriate constraint too. In Microsoft SQL Server you have options for both the seed (starting value) and the increment. By default the seed and increment are both 1. == Code samples == or In PostgreSQL == Related functions == It is often useful or necessary to know what identity value was generated by an INSERT command. Microsoft SQL Server provides several functions to do this: @@IDENTITY provides the last value generated on the current connection in the current scope, while IDENT_CURRENT(tablename) provides the last value generated, regardless of the connection or scope it was created on. Example:
Smart object
A smart object is an object that enhances the interaction with not only people but also with other smart objects. Also known as smart connected products or smart connected things (SCoT), they are products, assets and other things embedded with processors, sensors, software and connectivity that allow data to be exchanged between the product and its environment, manufacturer, operator/user, and other products and systems. Connectivity also enables some capabilities of the product to exist outside the physical device, in what is known as the product cloud. The data collected from these products can be then analysed to inform decision-making, enable operational efficiencies and continuously improve the performance of the product. It can not only refer to interaction with physical world objects but also to interaction with virtual (computing environment) objects. A smart physical object may be created either as an artifact or manufactured product or by embedding electronic tags such as RFID tags or sensors into non-smart physical objects. Smart virtual objects are created as software objects that are intrinsic when creating and operating a virtual or cyber world simulation or game. The concept of a smart object has several origins and uses, see History. There are also several overlapping terms, see also smart device, tangible object or tangible user interface and Thing as in the Internet of things. == History == In the early 1990s, Mark Weiser, from whom the term ubiquitous computing originated, referred to a vision "When almost every object either contains a computer or can have a tab attached to it, obtaining information will be trivial", Although Weiser did not specifically refer to an object as being smart, his early work did imply that smart physical objects are smart in the sense that they act as digital information sources. Hiroshi Ishii and Brygg Ullmer refer to tangible objects in terms of tangibles bits or tangible user interfaces that enable users to "grasp & manipulate" bits in the center of users' attention by coupling the bits with everyday physical objects and architectural surfaces. The smart object concept was introduced by Marcelo Kallman and Daniel Thalmann as an object that can describe its own possible interactions. The main focus here is to model interactions of smart virtual objects with virtual humans, agents, in virtual worlds. The opposite approach to smart objects is 'plain' objects that do not provide this information. The additional information provided by this concept enables far more general interaction schemes, and can greatly simplify the planner of an artificial intelligence agent. In contrast to smart virtual objects used in virtual worlds, Lev Manovich focuses on physical space filled with electronic and visual information. Here, "smart objects" are described as "objects connected to the Net; objects that can sense their users and display smart behaviour". More recently in the early 2010s, smart objects are being proposed as a key enabler for the vision of the Internet of things. The combination of the Internet and emerging technologies such as near field communications, real-time localization, and embedded sensors enables everyday objects to be transformed into smart objects that can understand and react to their environment. Such objects are building blocks for the Internet of things and enable novel computing applications. In 2018, one of the world's first smart houses was built in Klaukkala, Finland in the form of a five-floor apartment block, using the Kone Residential Flow solution created by KONE, allowing even a smartphone to act as a home key. == Characteristics == Although we can view interaction with physical smart object in the physical world as distinct from interaction with virtual smart objects in a virtual simulated world, these can be related. Poslad considers the progression of: how humans use models of smart objects situated in the physical world to enhance human to physical world interaction; versus how smart physical objects situated in the physical world can model human interaction in order to lessen the need for human to physical world interaction; versus how virtual smart objects by modelling both physical world objects and modelling humans as objects and their subsequent interactions can form a predominantly smart virtual object environment. === Smart physical objects === The concept smart for a smart physical object simply means that it is active, digital, networked, can operate to some extent autonomously, is reconfigurable and has local control of the resources it needs such as energy, data storage, etc. Note, a smart object does not necessarily need to be intelligent as in exhibiting a strong essence of artificial intelligence—although it can be designed to also be intelligent. Physical world smart objects can be described in terms of three properties: Awareness: is a smart object's ability to understand (that is, sense, interpret, and react to) events and human activities occurring in the physical world. Representation: refers to a smart object's application and programming model—in particular, programming abstractions. Interaction: denotes the object's ability to converse with the user in terms of input, output, control, and feedback. Based upon these properties, these have been classified into three types: Activity-Aware Smart Objects: Are objects that can record information about work activities and its own use. Policy-Aware Smart Objects: Are objects that are activity-aware Objects can interpret events and activities with respect to predefined organizational policies. Process-Aware Smart Objects: Processes play a fundamental role in industrial work management and operation. A process is a collection of related activities or tasks that are ordered according to their position in time and space. === Smart virtual objects === For the virtual object in a virtual world case, an object is called smart when it has the ability to describe its possible interactions. This focuses on constructing a virtual world using only virtual objects that contain their own interaction information. There are four basic elements to constructing such a smart virtual object framework. Object properties: physical properties and a text description Interaction information: position of handles, buttons, grips, and the like Object behavior: different behaviors based on state variables Agent behaviors: description of the behavior an agent should follow when using the object Some versions of smart objects also include animation information in the object information, but this is not considered to be an efficient approach, since this can make objects inappropriately oversized. === Categorization === The terms smart, connected product or smart product can be confusing as it is used to cover a broad range of different products, ranging from smart home appliances (e.g., smart bathroom scales or smart light bulbs) to smart cars (e.g., Tesla). While these products share certain similarities, they often differ substantially in their capabilities. Raff et al. developed a conceptual framework that distinguishes different smart products based on their capabilities, which features 4 types of smart product archetypes (in ascending order of "smartness"). Digital Connected Responsive Intelligent == Advantages == Smart, connected products have three primary components: Physical – made up of the product's mechanical and electrical parts. Smart – made up of sensors, microprocessors, data storage, controls, software, and an embedded operating system with enhanced user interface. Connectivity – made up of ports, antennae, and protocols enabling wired/wireless connections that serve two purposes, it allows data to be exchanged with the product and enables some functions of the product to exist outside the physical device. Each component expands the capabilities of one another resulting in "a virtuous cycle of value improvement". First, the smart components of a product amplify the value and capabilities of the physical components. Then, connectivity amplifies the value and capabilities of the smart components. These improvements include: Monitoring of the product's conditions, its external environment, and its operations and usage. Control of various product functions to better respond to changes in its environment, as well as to personalize the user experience. Optimization of the product's overall operations based on actual performance data, and reduction of downtimes through predictive maintenance and remote service. Autonomous product operation, including learning from their environment, adapting to users' preferences and self-diagnosing and service. === The Internet of things (IoT) === The Internet of things is the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment. The phrase "Internet of things" reflects the gro
Attack path management
Attack path management is a cybersecurity technique that involves the continuous discovery, mapping, and risk assessment of identity-based attack paths. Attack path management is distinct from other computer security mitigation strategies in that it does not rely on finding individual attack paths through vulnerabilities, exploits, or offensive testing. Rather, attack path management techniques analyze all attack paths present in an environment based on active identity management policies, authentication configurations, and active authenticated "sessions" between objects. == Overview == Attack path management relies on concepts such as mapping and removing attack paths, identifying attack path choke points, and remediation of attack paths. Identity-based attacks are present in most publicly disclosed breaches, whether through social engineering to gain initial access to Active Directories or lateral movement for privilege escalation. Attackers require privileges to attack an environment’s most sensitive segments. Attack path management often involves removing out-of-date privileges and privilege assignments given to overly large groups. In attack path management, attack graphs are used to represent how a network of machines’ security is vulnerable to attack. The nodes in an attack graph represent principals and other objects such as machines, accounts, and security groups. The edges in an attack graph represent the links and relationships between nodes. Some nodes are easy to penetrate due to short paths from regular users to domain admins, resulting in focal points of concentrated network traffic, which are known as attack path choke points. Attack graphs are often analyzed using algorithms and visualization. Attack path management also identifies tier 0 assets, which are considered the most vulnerable because they have direct or indirect control of an Active Directory or Microsoft Entra ID environment.