Explore the financial impact of data breaches on publicly traded companies in this Shmoocon 2020 conference talk. Delve into an expanded dataset of over 200 breaches disclosed by public companies over 13 years to determine the measurable fiduciary effects of breach notifications. Learn about the methodology used to analyze stock price impacts, including naive results, predictive models, and non-linear predictions using neural networks. Examine case studies such as Equifax and Starbucks to understand the varying effects of breaches on different organizations. Gain insights into the relationship between security shortfalls and stock performance, and consider potential future trends in this area.