From new marketing moves to privacy concerns, there is much happening in the home security industry this week. Here’s what to look forward to in this week’s home security news:

ADT Modernizes its Marketing With McCann, Moves Media Buying In-House

ADT continues to modernize its brand by taking its marketing to new heights with the help of marketing agency McCann Worldgroup. McCann will serve as ADT’s primary creative and strategic agency. It’s one of several moves the Boca Raton-based home security business is making to reinvent itself for modern consumers under the leadership of its new chief marketing officer (CMO), Jochen Koedijk. McCann offers a 360-approach to marketing, including providing employee education about changes to the brand.

In addition to tapping McCann for its marketing, ADT is also moving all of its media-buying in-house. ADT also plans to create brand awareness of its smart home security systems and continue to promote more of these products. Koedijk notes ADT’s platform for home security is on par with other smart home systems from the likes of Google and Amazon. Home security investors and industry leaders should pay attention to ADT’s strategic marketing moves as these shifts play an important role in ADT improving its competitive advantage.

Nest Cam Security

While Nest is designed to keep intruders out, consumers are finding that hackers are still finding a way to infiltrate its platforms. A recent Washington Post article revealed that hackers were able to infiltrate the intercom feature of a Nest Cam to play audio of adult content in a Nest Cam installed on the wall of a toddler’s bedroom. Software designed to help hackers infiltrate devices and websites is one of the main reasons it was easy for the hackers to “take over” the Nest Cam.

While Nest Cam has the option to enhance login procedures, it may hamper the user experience. As an alternative, the company noted that the owner of the Nest Cam had the option to activate two-factor authentication but did not. The Nest Cam owner disputed Nest Cam’s claim, noting that two-factor authentication was activated. This incident raises an important factor that home security industry leaders should consider: risk hampering the user experience with a cumbersome login process to reduce hacking incidents or risk losing customers that feel less secure.

Alexa Auditors May Have Access to User Locations

Privacy is a huge concern in the world of home security, and when platforms, such as Amazon’s Alexa, get more information than necessary, there’s often cause for concern. Bloomberg recently reported that auditors from Amazon’s Alexa Data Services team might have access to user location, including the longitude and latitude coordinates of users’ addresses. While it’s yet to be confirmed if members of the Alexa Data Services team used third-party apps to look of home addresses of users, having access to this type of information can provide security concerns.

The auditors’ goal is to enhance Alexa’s performance by reviewing content provided by users. However, Alexa integrates with several home security systems and cameras, including the Ring Video Doorbell and WinkHub2. It’s worthwhile for home security industry leaders considering Alexa integration to pay attention to the news surrounding these security concerns to determine if it will enhance their company’s competitive advantage or make it worse.

Smart Home Security Startups Take on Google and Amazon

Google and Amazon may seem like no match for most small smart home security startups. But companies like August Home and Neatatmo continue to test the gamut with the tech juggernaut. After its acquisition by Assa Abloy, August Home combined its software expertise with its Swedish parent company’s hardware expertise in locks to expand its product line from smart locks to doorbell cameras. One of it’s most recent launches includes the August View, its wire-free doorbell camera. Meanwhile, Neatatmo focuses on privacy by recording to a MicroSD card instead of uploading videos to a server. With these smart home security startups offering services and products Google and Amazon haven’t fully explored and prioritizing privacy, these startups are worth keeping on the radar of home security industry leaders and investors for what’s next.