APIs (Application Programming Interfaces) are deeply embedded in modern daily life. Connecting services such as online operations, banking transactions, transportation apps, and social networks, API security is a crucial aspect in the development and implementation of systems, as these interfaces are often targets of cyberattacks and vulnerabilities.

“APIs act as a gateway into companies, and therefore must have a specific level of security. As they are connection points between different applications and services, APIs can expose sensitive data and critical functionalities if they are not properly protected,” says Filipe Torqueto, Head of Solutions at Sensedia, a global technology company that is a reference in modern integration solutions based on APIs.

According to the OWASP API Security Project report, prepared by security experts worldwide, among the most common vulnerabilities for APIs are: unrestricted access to sensitive business flows; server-side request forgery; incorrect security configuration; inadequate inventory management; and insecure API consumption. Another study, conducted by F5, a global multicloud application security and delivery company, found that the average number of APIs managed by organizations is over 400, many of which have significant security gaps.

To help minimize the risk of attacks, Sensedia's executive lists 5 tips to ensure the protection of APIs in companies.

1) Define Responsibilities

Usually, an API does not have a specific owner, and responsibility for it can be shared among the team that developed it, the team that maintains it, or even a security team.

“It is necessary to clearly define the roles and responsibilities of each person, even if this responsibility is shared among everyone. In addition, I recommend the use of some kind of 'Guardrail', or 'protection barrier', which is essential to guarantee the safety, efficiency and governance in the development and operation of these interfaces. These are guidelines and practices that help teams maintain safety and quality standards, minimizing risks and avoiding common errors”, says Torqueto.

2) Attention to good governance practices

Governance practices in API usage are essential to ensure security, compliance, and efficiency.

They establish clear guidelines that promote standardization and interoperability, facilitating integration between systems. Furthermore, governance enables effective control over API access and usage, protecting sensitive data and mitigating risks.

“I recommend that the company have an established and centralized API catalog, visible and easily accessible to the defined responsible parties. This can even work for reuse, avoiding rework in the development of new APIs that may have already been created,” explains Torqueto.

“In addition, it is essential to use the correct form of authentication and authorization, specific to what the API is intended to solve. In the case of applications, for example, with APIs exposed to the general public, and which tend to suffer several attempts to break them, it is necessary not only to follow a very robust authentication and authorization model, but also to perform penetration tests frequently, identifying possible attack vectors and ensuring that the model is working”, adds the executive.

3) Use AI as another layer of protection

The use of artificial intelligence (AI) in API security has become an increasingly effective strategy for detecting and mitigating threats in real time.

Machine learning algorithms can analyze traffic patterns and identify anomalous behaviors, enabling early detection of attacks such as code injection attempts or unauthorized access.

“You need to think of API security layers as layers of an onion, one after the other, making life difficult for the attacker. This includes implementing protection measures such as authentication, authorization, encryption, traffic monitoring, use of HTTPS, and even Artificial Intelligence, which can be a great ally in this regard,” says Torqueto.

“AI can automate authentication and authorization processes, improving efficiency and incident response. With the ability to adapt to new threats and learn from historical data, AI-based solutions make API security more proactive and robust, ensuring the integrity and confidentiality of information exchanged between systems,” he adds.

4) Invest in automation

Automation in APIs is crucial to increase efficiency and agility in system development and management.

By automating processes like testing, continuous integration, and deployment, teams can reduce human error, accelerate development cycles, and ensure faster delivery of new features.

Furthermore, automation facilitates the monitoring and management of APIs, allowing organizations to identify and resolve problems in real time, improving the reliability and performance of applications, and freeing developers to focus on more strategic and creative tasks, driving innovation and competitiveness in the market.

“There is no security scale at the required standard without automation. Considering that the average number of APIs managed by organizations is more than 400, it is recommended that companies have a platform team that automates whatever is necessary to keep the security of their APIs up to date,” says Torqueto.

5) Be careful when choosing an API provider

Choosing the right API provider is a critical decision that can directly impact the performance and security of a company's systems.

“Some factors that should be taken into account when choosing an API provider are the company’s reputation and reliability, security and compliance practices, support, scalability and performance. These considerations will help ensure that you choose an API provider that meets your needs and contributes to your company’s success,” he concludes.

Scheduled for November 29th, Black Friday, as usual, is expected to generate billions in sales in Brazil and around the world. According to the study "Purchase Behavior and Trends for Black Friday 2024," conducted by Dito with OpinionBox, 68% of the 1,500 people interviewed made purchases during the period.  

Thus, proper preparation for this date is essential, and brands need to adjust their strategies to maximize results. "Planning ahead is essential, as the market becomes increasingly competitive, and consumer expectations for attractive offers grow each year. Companies that anticipate their campaigns can position themselves advantageously to capture a larger share of this discount-hungry audience," emphasizes Rodrigo Tognini, CEO of theSimple Account, Brazilian corporate expense management platform.

Investing in the right channels and strategies can be the difference between success and failure on Black Friday. Automation and data analysis are essential for efficient campaign management. Channels like Google Ads, social media campaigns, and automation platforms play crucial roles. The use of platforms that automate the process, from ad creation to performance monitoring, can save time and increase accuracy in investment decisions.

THEAdSimples, for example, it is a tool focused on optimizing digital campaigns, offering automation and advanced data analysis. With it, it is possible to reduce losses with testing, thereby enhancing the results.

Below are other tips to help you make sales successful during Black Friday:

• Paid traffic – Paid traffic campaigns, especially through Google Ads and social media, will continue to be one of the main strategies to attract new customers during Black Friday. Investing in paid advertising increases visibility, improves audience targeting, and delivers quick results, allowing brands to keep up with the frantic pace of sales.
• Omnichannel communication – An omnichannel approach – that is, one that ensures the consumer does not see a difference between the online and offline worlds, integrating them with physical and online stores – allows brands to reach the audience at various touchpoints, offering an integrated experience. This means that companies need to be present and consistent both on online platforms and in physical stores, creating a continuous and effective communication flow between different channels.
• SEO techniques – Optimizing the website and content for search engines is a powerful way to attract organic traffic. SEO techniques, such as the proper choice of keywords and the production of relevant content, are essential to ensure a good position in search results during the promotion season.
• Social networks – Social networks continue to be an essential tool for engaging consumers and promoting offers. Interactive content strategies, influencer partnerships, and targeted campaigns are some of the most effective ways to boost reach on social media.
• Inbound marketing and other channels – In addition to SEO and social media, inbound marketing, which includes strategies such as sending personalized emails, can help attract and retain customers. Other channels, such as affiliate marketing and strategic partnerships, also deserve special attention to diversify investments.
• Digital influencers – The use of digital influencers can be an excellent way to increase brand credibility and reach during Black Friday. Strategic partnerships with content creators offer an authentic connection with the audience and are an increasing bet for many companies.
• Hyper-personalized experiences – With consumers demanding increasingly personalized offers, hyper-personalization — using AI and data analysis — becomes an essential tool. Companies that use these resources to create customized experiences are more likely to convert visits into sales.
• Efficient support – During Black Friday, efficient customer support is crucial to prevent issues that could compromise the shopping experience. A quick and effective service can be the difference between a completed sale and a missed opportunity.
• Sustainability – Sustainability is gaining strength as a decisive factor for consumers. Companies that incorporate sustainable practices into their campaigns, such as using eco-friendly packaging or offsetting carbon emissions, gain the preference of an increasingly conscious audience.
• Loyalty programs – Loyalty programs are another major bet for Black Friday 2024. Offering exclusive benefits to loyal customers can help retain consumers and increase sales, encouraging repeat purchases.
• Strategic partnerships and logistics – Forming strategic partnerships can be a great differentiator for co-marketing and cross-promotions, expanding the reach of campaigns. Furthermore, efficient logistics and good inventory management are crucial to ensure that products are delivered on time.
• Technology and automation – Automation remains a key element in the success of Black Friday campaigns. Emerging technologies, such as chatbots, CRMs, and marketing automation platforms, improve efficiency and enable real-time campaign management. Vendors can also benefit from technology in analyzing consumer behavior and adjusting strategies based on this data to maximize results. Analysis tools help monitor campaign performance and make quick adjustments to boost conversions.

Tognini emphasizes that financial tools, such as the Simple Account, are important allies in managing expenses during large-scale campaigns like Black Friday. "They help organize and control costs, allowing for better resource allocation. Here, we offer efficient solutions for cost centers and centralized financial control," he concludes.

Recent studies have favored expectations for Black Friday in 2024. Known as the best Friday of the year for retailers, the upcoming edition is estimated to reach R$ 7.6 billion – a 10% increase compared to last year – according to a Haus survey.Considering the importance of applying competitive advantages in the sales process to boost revenue during this period and all the other 364 days of the year, Jetsales Brazil has developed a sales and customer service automation platform integrated with WhatsApp, Instagram, and Facebook.

With tools like JetSender and JetGo!, the corporation helps small and medium-sized businesses boost sales and improve customer service, maximizing business opportunities during discount season and fostering long-term relationships between brand and consumer.

The JetSender platform allows for mass sending and enables users to create and send personalized marketing campaigns to multiple contacts at once. With advanced targeting and scheduling features, the brand can maximize the impact of its actions and significantly increase conversion rates. JetGo offers customization and automation in interactions, aiming to ensure quick responses 24 hours a day, 7 days a week.

SecondDaniel Ferreira, commercial director at JetsalesThe use of automation systems is essential for companies to stand out during Black Friday, as it ensures assertive communication that results in transforming leads into potential customers. With the increasing digitalization of the market, it is essential for organizations to be prepared to meet consumer needs quickly, especially during high-demand dates. Assertive communication is crucial to ensure the continuation of the purchase process and lead to completion. When the approach is objective and personalized, the customer feels valued and confident to proceed with the transaction. This reduces the chances of cart abandonment.

The platform still offers advanced features that allow you to perform remarketing funnels and serve leads from social media and offer promotions, all in a single environment. With the ability to schedule messages, send payment links, and monitor campaign performance, brands have access to a powerful competitive advantage.

According to Lucas Carvalho, partner and CTO of Jetsales BrasilProcess automation represents an improvement in companies' sales performance. With our platform, brands can automate repetitive tasks, such as sending follow-up messages and managing orders, freeing up time and resources to focus on growth strategies and customer loyalty.

Jetsales Brasil also offers support functions, such as integration with chatbots and centralized conversations, facilitating communication and issue resolution. On Black Friday, it is common for a high volume of inquiries to arise. Our platform provides efficient management of interactions, ensuring customer satisfaction. With fierce competition, companies need to stand out beyond attractive discounts and offer an exceptional shopping experience. Effectively serving consumers on any social media platform is one of the best ways to achieve this.Ferreira stands out.