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Kaspersky's top 10 nearest neighbors contain no other B2B security brands — instead, the set is dominated by tech-focused media properties and a handful of enterprise software names, with scores clustered tightly across a 0.88–0.82 range that signals a broad, undifferentiated audience shape.
Computerworld leads at 0.88, followed closely by TechRepublic (0.87) and ZDNet (0.86) — all three are Websites under Marketing Channels. CNET News (0.86) and SecurityWeek (0.86) round out the top five, with SecurityWeek the only cybersecurity-specific property in the group. That's five of the top ten drawn from tech and news media, a pattern that continues further down with BGR.com (0.83). The remaining four slots go to Brands: Microsoft in Business (0.83) and Google Analytics (0.82) under Technology, AstraZeneca (0.82) under Healthcare, and USA TODAY Tech (0.82) as a News Publisher. The presence of a major pharmaceutical brand alongside enterprise tech properties is the most structurally unexpected element here — it points to an audience that reads broadly across professional and institutional topics, not one organized tightly around security or software.
The broad shape and compressed score range together describe an audience with wide professional media consumption habits rather than a concentrated niche identity.
