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Your website is a nexus of interconnected pages and servers. Every click sends data from the user's browser to numerous locations, some of which you do not control.
Over time, this generates significant data-flow to a number of destinations. Some of this data-flow is necessary and beneficial to you. However, some transactions are unintentional and dangerous.
Unassessed data-flow across public websites and private intranets puts organizations at risk of violating over 1,800 federal and state data security laws, including HIPAA, GLBA, and Section 208 of the e-Government Act. And those are just the threats from the authorities.