but he did run a 2:51 ad in which -- this is not a still. this is an ad. more than a minute of the ad was just him staring into the camera as if he might reach through the lens and rip your throat out. just staring. right? nice guy. ambitious campaign. very, very terrible political ad. a lot of terrible political ads seem to involve animals. remember when john mccain's friend carly fiorina ran for senate in california? she did this kind of muppets on meth ad that everybody ended up calling the demon sheep. i think that the -- see? there it is. the demon sheep ad was i think purposely designed to be so weird that people would hopefully talk about it just because it was so strange. that does not excuse how terrible -- ah! the demon sheep ad was. ken cuccinelli, yes, that same cuccinelli, when he was running for re-election in the state senate in virginia, he ran an ad that at one point featured him cuddling a mute animal statue that he talked to throughout the ad. >> senator ken cuccinelli. ron and i have something to ask you. right, ron? we're going to ask

that ad.long with when we scan an ad, ad looks great.n how muchased they are shown. aese went bad before we had chance to rescan them. >> so you don't have a continue to analyze ad so it went bad. what are you doing to address that vulnerability? >> we looked at our risk profile on these ads. themwered it for many of and we're scanning for often for a lot of them. >> are you scanning enough to malwareth the youtube happening again? >> we believe so. we hostall of ads that and we rescan them quite a bit. we take town ads continuously. websitesbased on the are going bad and some are ads bad.elves are going >> this is disabling malware. when prevention fails as it did with this incident, what can consumers do to protect themselves from harm inflicted google ad network or any other network? >> i wouldn't call it huge. it was on our safe browsing list. mozillao use chrome, mow still were already safe from this. these are the users who got the exposed to malware. we don't know how many downloaded the malware. don't know how much the damage was

what is going on out there. >> not just political ads, ads in general. think about this. people who are under the age of 30 don't own a tv. 61% who are watching tv actually have some other device that they're also looking at. and so when the commercials come on never's not paying attention. and third of all, political ads people now seem to have a filter that says i don't believe it in many cases. and so the ads that are successful is when you do catch a candidate saying something and you can show they really did this, those work. the ones where they are just negative music, negative picture, negative words, people just tune them out. >> john what would you add to that you have been studying people's reactions to ads. >> well, i think actually adds, john is right, ads aren't having the same kind of effect but there is an important component that needs to be talked about. a lot of these ads the audiences being target ready journalists and pundits an commentators because that shapes the narrative of the campaign so political ads nice days aren't just about voters, they're a

ads. only a tiny portion of advertising, but our systems are constantly evolving to keep up with those bad actors. while we may be proactive, we are relatively quiet. now where advertisers are always seeking new ways, and we want to stay at a. we are not the only ones involved in these efforts. these efforts are a team in denver. collaborate closely with others. ten years ago we issued a set of software principles, broad, evolving set of guidelines around software installation, disclosure to users, and advertiser behavior. a nonprofit that offers resources for website owners, security experts, and ordinary users leone and support web sites to a show best practices and invest resources in checks for malicious content. we are in constant communication with other industry players notifying each other about new tracks and trends. just this month we co-founded trusted adds to my group that offers guidance to consumers on how to avoid all one scams. consumer education, a great first place to vis

ad to deliver malware. closing, the commission shares the concerns about online malware on to computers. we encourage several additional consumers,otect including more widespread education, continued industry self-regulation and the enactment of a strong data law that would give the to seekon the ability avenues. >> chairman levin, members of subcommittee, good morning and thank you for the opportunity to speak at this important hearing. i'm the executive director of the digital advertising alliance. companies have every interest to protect the consumers data and to report on the continued success of the self-regulatory program, which provides consumers with friendly tools for transparency and viewing data. a growings backed by code of enforceable conduct. a cross industry organization found by the leading trade association, americanlude the association of advertising agencies, the direct marketing, association, the advertising bureau, the american advertising and the advertising federation initiative. in 2

he is a facebook ad exchange partner. we also have david kirkpatrick, author of "the facebook effect." david, you're at the event today. what do you make of all these announcements? >> in a way, they are trying to make themselves more boring, i would say. one of the things that mark put up at the early stages of the event and had behind the screen, talking about repeatedly, the idea of a stable mobile platform. it is a very unsexy idea but one that developers will welcome. there were scattered cheers for a number of things that ordinary people would think, why would anybody cheer for that, because developers want customers, they want money from their apps, and they want to make it easier to build apps. facebook was building and monetizing apps and they had separate sections for each of those. while it was boring, it was a step forward to maturity for facebook. >> as a user, i will be one of the people to log in anonymously, but what does it mean for advertisers? do you guys get less information? >> probably not. what it p

a counter ad.our viewers saying "how come that romney is not present?" larry sabato, your response. guest: both sides spent about equally, both had all the money they could possibly have. in presidential elections, television advertising is lee's leastive because -- is effective because the average voter has so many other sources. and neighbors and family to the news media. they gather information from so many places that no single ad can have the power of the 1964 daisy spot that didn't help lyndon johnson, who was -- that johnson, who was going to win against goldwater anyway. i do not buy the theory that it matters in presidential elections. there is a point of diminishing returns and i think both candidates reached that early october 2012. host: you make a reference to this ad in 1952, before you were born, larry sabadto. [laughter] guest: i was born. host: let's watch. [video clip] america.ower answers >> the democrats have made mistakes, but aren't there intentions good? >> if the driver of y

they are launching a mobile ad network. they're getting into video ads.oes this compare to twitter? >> our mobile ad exchange, the difference is we are already in the market with thousands of mobile apps over one billion ios and android users of those apps. if you're an advertiser and you want to reach people on their smart phones today, you can come to us and we can get your ad in front of over one really in users today. >> more of my interview with dick costolo is coming up. we will talk about their tv efforts coming up. ♪ >> welcome back to the best of "bloomberg west." i'm emily chang. tv is a major part of twitter's strategy. recently, the head of nbc research said that social media isn't driving up tv viewership. he told this to the "financial times." i asked dick costolo how he makes sense of that. >> when we developed our tv strategy, we had a variety of data that we saw and experienced ourselves that help us understand that there was a complementary two-way relationship between twitter and tv. i mean that not only did twitter drive tune-ins, but

a counter ad. host: one of our viewers saying "how come that romney is not present?" larry sabato, your response. guest: both sides spent about equally, both had all the money they could possibly have. in presidential elections television advertising is lee's effective because -- is least effective because the average voter has so many other sources. from friends and neighbors and family to the news media. they gather information from so many places that no single ad can have the power of the 1964 daisy spot that didn't help lyndon johnson, who was -- that did help lyndon johnson, who was going to win against goldwater anyway. i do not buy the theory that it matters in presidential elections. there is a point of diminishing returns and i think both candidates reached that early october 2012. host: you make a reference to this ad in 1952, before you were born, larry sabadtto. [laughter] guest: i was born. host: let's watch. [video clip] >> eisenhower answers america. >> the democrats have made mista

the baby ads were not the only baby ads. there were even more baby ads. we have been babying up in georgia. you will see a tone difference once republicans have their nominee. right now we have a focus on these candidates because when there are seven running and five high profile, three former congressmen there's a lot of attention that got filtered out. >> in terms of the governor's race in georgia, nathan deal is running for re-election. he has no problem holding on to the nomination for the job he currently holds. jason carter wins the democratic nomination, as well. it was just handed to him. georgia hasn't had a democratic governor in the last decade. is jason carter thought of as having a chance against nathan deal? >> he is. he is a well-financed campaign. he tapped in to his grandfather's network of supporters. there's excitement around it and polling shows he's in a close race. the governor three points ahead right now. same thing with the senate race. governor deal has not focused on carter yet. he had his own primary to win and did so handedly

google ads as well so all of the ads for google are scanned before sir. a few of the third-party. >> let's focus on the ads that are google hosted. if you are scanning all of this adds an them out for thai scene that ended up on youtube earlier this year circumvent the scanning process. it was a major issue and everybody was aware of it. how did that happen? >> it happened because there were a lot of third party compliance ads and a lot of javascript calls. there are potentially tracking our analytics along with an ad. when we scan in and we scan the ads and it looks great. we continue to scanned ads based on the risk and how often it shown. these ads went back before we had a chance to rescan them. >> the vulnerability was there that you did have a continuous ability to analyze that ad and it went bad so what are you doing to address that vulnerability? >> what we have done is go to the risk profile in of these ads. we basic we lowered it and are scanning often. >> are you scanning often enough to avoid what happened with the youtube malware again? >> we

the baby ads were not the only baby ads. there were even more baby ads. we have been babying up in georgia. you will see a tone difference once republicans have their nominee. right now we have a focus on these candidates because when there are seven running and five high profile, three former congressmen there's a lot of attention that got filtered out. >> in terms of the governor's race in georgia, nathan deal is running for re-election. he has no problem holding on to the nomination for the job he currently holds. jason carter wins the democratic nomination, as well. it was just handed to him. georgia hasn't had a democratic governor in the last decade. is jason carter thought of as having a chance against nathan deal? >> he is. he is a well-financed campaign. he tapped in to his grandfather's network of supporters. there's excitement around it and polling shows he's in a close race. the governor three points ahead right now. same thing with the senate race. governor deal has not focused on carter yet. he had his own primary to win and did so handedly

the ads right themselves, right? everybody can copy mark pryor's ads. who is running for senate, every one of them voted to end medicare as we know it and make old people have to wait longer to get it. meanwhile, mark pryor has with stood buckets of money from outside his state and a ceaseless red tide within it and he's still winning and that's maybe because he's hitting his opponent on those votes in congress which every democrat for senate can do if they are facing one of these members of congress as their opponent in november. joining us is our friend ezra kline. it's great to see you. congratulations on your site and your newfound fame. >> thank you. good to see you. >> do you expect to see this becoming a template in terms of the if paul ryan budget living into 2014 in a way that would help the democrats? >> oh, yeah. when you see a 15-point swing in the poles, campaign managers take notice of that. i think it's worth thinking about the 2010 election for a second. one of the big talking points is we're going to see a replay of 2010 and we might. s

virginia's ad claims it's a state for lovers and new york's campaign ad, i love new york.ppened here stays here ad for las vegas. it isn't just that ads are clesher. they can generate tourism dollars. from 2012 to 2013, all 50 states combined spent more than $450 million for advertising and promotion. nationwide, tourism generated $888 billion in direct spending last year. an unsuccessful ad gets pulled almost immediately like washington state's "say wa" campaign that was retired in subscription months, or alaska's "b4udie" ad that lasted 30 days. >> so much competition you have to stand out. you have to distinguish yourself. >> reporter: her fear is that the new ad won't have anything nice to say. vinita nair, cbs news, new york. >>> coming up after your local news on "cbs this morning," more on the latest case of mers in the united states. dr. holly phillips will look at how it's spread. >>> plus we'll take you to the persian gulf where three major airliners are set to become big players in the aviation industry. >>> and comedian cian peel joins us in the studio. that's

reiskin that the cab -- the bus route ads will be capped at 15 and we already have digital arts ads taken out. so, if that's what mta can say they can do, my vote -- i can support. mr. reiskin, you mentioned that was a possibility. >> through the chair, excuse me. i concur with supervisor campos. it's kind of a semantic defense. i'm willing to accept whatever the majority of the board supports. if it's 30, that's what i recommend. if it's 25 or some other number down as low as 15, willing to accept that if that's where the majority of the board is. >> supervisor cohen. >> i'd just like to finish, a question for mr. givner. i'm not clear what the best way to communicate that is. we have a resolution which we he really can't amend. there is a contract that is amenable to whatever we vote on, but we can't -- what can we actually vote on that can indicate that we are giving direction to the general manager of the mta to provide the contract to have the wraps capped at 15? >> deputy city attorney jon givner again. it's an unusual situation, supervisor. i don't think, though, an appropriate mot

we added 12 times as many phone ads as our nearest competitor. the only two competitors, the calculation is infinity. even smart people like you can't figure out how to do that math. it is a vindication that the un-carrier movement is the right one. it has plenty of runway to go and we are excited about it, along with the fact that once you have our numbers, the wireless industry grew into one. it's just hard to see because all the growth went to t-mobile. it's a good start. >> how long can you sustain it? how many customers on the margin at at&t and verizon are that unhappy with their service that they will cut bait and switch to you? >> we've got just approaching 50 million customers. last time i checked, both of the duopolists have 100 million. there's a lot of runway to go. we are focusing on changes that consumers appreciate and understand and love. at&t and verizon have been making changes to respond to us and they are temporary and in the same kind of bureaucratic short term trickery. it's just not working. i don't care what they do, i'm j

where is the value for. >> value added. >> the value added for all these things -- >> value added --> higher deductibles. there is very value? >> neil, neil, if you have zero, one, that's a value added. you add six and a half million, eight million, they -- >> note what you're saying. where is the value added for the millions who lost policies, those who are paying more? where is thivel edded for those who lost their doctor, for those who lost their specialist, where is the value added for them? >> let me again value edded, if you add eight million, that is value added and if you now stop the discrimination against women because they used to be charged more for premiums, or you had a preexisting illness -- i can go on -- >> it's not -- >> value added. >> -- coverage before who do works don't have a firm grip on the none. let's say you're right. just talking about the others who have been completely discombobulated because of this. you tell the where the value is in this. >> again, if you add six and a half million people or more, that is value added on this first enrollment. >> all r

in this ad deliberately ignored that fact and more importantly, the ad ties tom wolf to the previousacist attitudes of another person. i'm calling foul. i'm not the only one. former governor of pennsylvania ed rendell said it was the worst ad i've seen seen. it makes me a shamed to be a part of this business for most of my adult life. bob casey called the ad offensive and says it slanders wolf's character by implying he is insensitive to racism. we're going to invite rob mccourt to come on but he declined. former governor of pennsylvania ed rendell is a political analyst. he sits with me now. the former chair of the republican national commit teen an msnbc political able list. what good is this kind of an ad? >> i lost two races before i started to win, act actually. they were high profile races. you believe in yourself and you believe you can do gootd. you become almost obsessed with winning. what's wrong with this ad, ris chris, in addition to his tone is rob mccourt knows it's fall. he's endorsed by the african-american mayor of york. the state general democrat said that what wolf

adp reported 220,000 private sector jobs added in april the most since november. steve liesman has more on the numbers and the economic reports and tell us ab)wá the state of the economy. >> two reports ending in dp, adp and gdp and they could not be more different. gdp was a real shocker at a just barely positive 0.1%, consumer spending up 3% but a good portion of that was increased spending on health care as a result of the affordable care act. housing down nearly 6% for the second lousy quarter in a row. business equipment continues to disappoint. and government spending was down a half a point failing to bounce back from the depressed numbers resulting from the government shutdown. economists at bmo said the american economy virtually stalled earlier this year in the face of severe winter weather. one reason for the optimism ahead were numbers like adp, the payroll company whose data is used to forecast the jobs report this friday for just the private sector. those numbers continue to show good job growth, seeing twenty% cared to an estimate of 210,000, non-fa

in the meantime, he let us know that while ad seg meant losing

you want to post a video ha ad n facebook? besides ponying up $1 million per day, you have to pass a couple of key litmus tests. we will tell you what those are in which will take to get that passing grade. you know this story, higher meat prices. helping the brands post higher earnings with an increase the ie number of americans eating breakfast sandwiches. we love breakfast in this country. we're talking to the ceo, a fox business exclusive coming up. >> shareholder of berkshire hathaway. hi, guys. go fox business. >> we are from california. >> we are shareholders. >> shareholder berkshire hathaway. big fan of warren buffett and big fan of omaha. go fox business >> from sleepy hollow, new york. we are shareholders of berkshire hathaway beard so glad to be back in omaha. go fox business news. weekdays are for rising to the challenge. they're the days to take care of business. when possibilities become reality. with centurylink as your trusted partner, our visionary cloud infrastructure and global broadband network free you to

but after we got him back in from the hospital, he went on to ad-seg, and, of course, terry is in ad-seg. they both will go through disciplinary process. moore is probably going to get assault with a weapon. he's looking at probably quite a long time in the segregation unit. >>> next on "lockup: extended stay" -- >> it's not my first stab, it probably won't be the last time. >> stabber terry moore operates by a different set of rules. >> it's what had to be done. >>> and later -- the warden shows a softer side. >> eat your ice cream cone. [bell rings] [prof. burke] at farmers,we make you smarter about your insurance,because what you don't know can hurt you. what if you didn't know that taking pictures of your belongings helps when you have a claim? or that farmers offers a policy that will replace your car with a new one if it's totaled within the first two model years. and that parking near a street lamp deters thieves? the more you know,the better you can plan for what's ahead. talk to farmers and get smarter about your insurance. ♪ we are farmers bum - pa - dum, bum - bum - bum - bum♪

as part of the presentation today and we added several things. one of the things that we added a specific requirement for mailer and that is 300' radius was based on feedback that we got through the input process that many stakeholders feel comfortable with the process outlined by the planning department. so what we did was actually take that process and replicate it for these spaces that are under the jurisdiction of either dpw or real estate, but those notices wouldn't actually come from the planning department. they would come from either dpw or real estate and we're trying to build a mirror process under different jurisdictions. so we added three requests for types of noticing. one was for local residents. local property owners, and also the neighborhood groups. so that we could make sure that all stakeholders would have a vested interest in the space would get additional noticing. so we added that specifically to the administrative code amendments and are working on drafting into the public works code, which is the two types of plazas. >> th

what it did was added a similar block to that square prairie style structure on to the back, connect td by a glass piece to make a much larger house. the argument here is that it's added on to the back so again, from the front of the property you don't really see it, but some people were still upset with that conclusion that this was approved by a commission and through the secretary of interior standards because the idea was in massing, scale and rhythm that deferred to the original. back to this question of density, i mentioned this is probably the most dramatic example where they shave the back off the house. in this case they sweetened the deal by restoring elms on the front. this property had lost a lot of the front features. the trade off for that was that they shaved off the become wall and you happen to be able to see this one from a parking lot. if you look at it from the side they created five houses out of one. this -- it's interesting because what happened is this was in a park outside of chicago and what happened was -- two things happened. one, there was several example

michael bloomberg takes on the gun lobby with a controversial new ad about child deaths. do the numbers and statements ring true? the so-called busters in san francisco. are they really destroying the city's way of life? and -- >> republican 80th do nothing labor. >> does the current capitol hill clash need to be compared to the do nothing congress? here is nbc bay area's sam brock. >> thanks for joining us. for the next 30 minutes, we expose the realities and facts about the hot button issues. reality check is about what's understanding what's going on around the world using data, research and analysis. we begin with a lightning rod topic debated in statehouses across the country right now. legalization of marijuana. washington and colorado broke through first. now other states are considering green lighting marijuana for recreational use, including here in california. they argued smoking pot is dangerous. is it more dangerous than alcohol that is widely consumes and legal. the reality may surprise you. the topic is kind of out of the bag. cannabis supporters. even the p

it is amazing it see the phone calls come into the dealership. >> the ad started may 1st. the dealership got about a honey mails so far. mostly positive. some negative. >> hey, my kid are in front of the tv. >> the leaders in marriage equality usa -- >> the very first time i saw the ad, i thought, what's the big deal. and not in a bad way. >> remembering when a national furniture ad featuring a gay couple was pulled in 1994 when someone threatened violence. this shows america is becoming more tolerant towards same-sex couples. >> that is why we are actually seeing majority of support now. nationwide. for the freedom to marry. because people realize that we are part of every community, part of every family. i'm looking forward to the day when this is not a news story. just yet another same-sex couple in an advertisement. >> now the ad can only be seen in the bay area. but it can also be seen on youtube. the creator of the ad, david, said that he is based in oregon and thought he would get more criticism. but so far, only a few comments that were pretty negative. reporting l

it's launched -- >> we have a say in the content displayed in those ads and then running them withoutnd, unless a user directly clicks on the video. analysts say it's important that facebook gets this right. >> what facebook has to be careful of is balancing the needs of the advertiser with the needs of the user, and they don't want to put in some sort of preroll experience or forced roll where it's in some ways it feels intrucive to the user when they're going to check their home page, and their news feed. >> the company may be late to the game. competitors like google already offer premium video ads and twitter has its own partnership in place with publicist. facebook is supposed to be bigger. worth a reported $500 million versus twitter's estimated $200 million deal. then there's the international advertisers. facebook is introducing video capabilities in countries like brazil and germany now and perhaps in response to recent criticism that digital advertising is largely ineffective, it's giving advertisers unprecedented access to its data analytics. to track just how well the vide

and goodbye to added sugar. i thought we weren't adding any sugar. oh.kay, nobody use these cranberries over here. okay, nobody use these cranberries over here. when folks think about wthey think salmon and energy. but the energy bp produces up here creates something else as well: jobs all over america. engineering and innovation jobs. advanced safety systems & technology. shipping and manufacturing. across the united states, bp supports more than a quarter million jobs. when we set up operation in one part of the country, people in other parts go to work. that's not a coincidence. it's one more part of our commitment to america. >>> here is a look at today's forecast in some cities around the country. p>>> on the "cbs moneywatch," te next major tech merger considers expansion. jill wagner is at the new york stock exchange with that and more. good morning, jill. >> good morning. here in wall street, the warm weather putting investors in the buying mood. the dough jumps 112 points. the nasdaq added 71 and s&p shot up 18 points to finish at another all-tim

think that's unbe reasonable to ask especially the portion of the funding that we received from the ads the wraps and digital adds was minimal. it seem like not too much to ask so i actually, i want to be consistent with myself i'll be voting against it i was told something different than today. i said it is going to bring in lots of money it will pass without my vote my vote is a protest vote against the ads and it's worth of what i do as a supervisor in keeping my word >> supervisor wiener. >> thank you, mr. chairman. so i have a guess a slightly different prospective. i'm really appreciate supervisor breed's prospective open that in terms of you're going this money to start at least back filling a portion of the money the mta give away i believe supervisor farrell making made a similar argument i'm concerned about the long-term fiscal health of the agency and muni system. you know, we know there are over 2 employed in deferred maintenance on the system. we know over the next 25 years muni has like $5 billion or more in capital needs for which we have no identified funding we have a g

every time i open up a major newspaper online the ads are all maternity ads. i notice that. >> how did that stuff end up on, end up on your screen whenever you start to email? you could be emailing me about this. on the side of your email to me will be an ad for maternity clothes. jenna: isn't your email private? >> yes or no. if you google a company that sells maternity clothes they will sell the fact thaw googled them and your email address to a company that collects that and in turn markets it. is there a way to stop this? well, would require legislation to stop it. jenna: what do you think about that? lobbyists working on behalf of data collectors say that the potential for harm does not elicit the need for new legislation. if there actually is harm, if someone feels that their privacy has been violated, that is a different story but the potential is not enough to -- >> i tell you what i like and i rarely like this but in 24 instance i do. it's a decision by the highest court in europe. usually they're a bunch of socialisting giving government more power a

we're going to keep you in ad seg right now pending adjudication of that 115. okay?g to put you on walk-alone yard while you're over there. okay? you understand all that? >> yes. >> okay. take care. >> thanks. >> with the potential of a lengthened sentence, lysloff realizes his actions carry even greater consequences. >> my son's 3 years old. his name's damian, and if i could do anything for him right now, it would be be with him. i'd want to be with him. you know? for him to know that his dad loves him and is there. and he is loved. he's got his mom. but nobody takes the place of a dad. my decisions affect him. he doesn't deserve for his dad to be here right now. stupid fight affects a 3-year-old, and that was my choice, and that's what makes me mad. >> in the time that officer alejos has been a correctional officer at san quentin, he has witnessed his fair share of prison violence and has been on the receiving end of it. >> i've been stabbed. i've been sliced. back in columbus day of 1988, about 9:40 in the morning, i was working the adjustment center and running s

reiskin that the cab -- the bus route ads will be capped at 15 and we already have digital arts ads taken out. so, if that's what mta can say they can do, my vote -- i can support. mr. reiskin, you mentioned that was a possibility. >> through the chair, excuse me. i concur with supervisor campos. it's kind of a semantic defense. i'm willing to accept whatever the majority of the board supports. if it's 30, that's what i recommend. if it's 25 or some

there is a need for any higher fees, but it sounds like there is really no change and we're just adding -- legalizing existing use and i don't think that it's already a million and a half -- i don't think it should be an exorbitant fee to some just continuing their usage as mvp as it is. i am support in of this and didn't make a lot of sense for manufacturing. there is really no loading space and no parking and lots of columns in the way. i mean it's a building if you want to keep it in its present form and the desire is to do that because of historic reasons, something like this that allows for these type of uses without having to completely retrofit the inside of the building sound goods to me. i am in favor of this and would move to approve. >> do i hear a second? >> commissioner sugaya. >> yes, thank you. people that know me, i think, know that i have been involved in historic preservation for many, many years and actually since the mid-70s as a professional. so therefore, i would usually be on the side of allowing a conversion, because one of the ways that historic preservation has

life in ad seg or shu isn't just a more intense experience for the inmate. correctional officers like diane vasquez are under the pressure of dealing with a different brand of criminal. >> working here in ad seg shu is very challenging. you deal with a lot of physical abuse, mental abuse, emotional abuse. it just depends on how much you let it affect you. you hear yelling. you hear cursing. you hear banging, kicking on the doors. this is how it is 24/7. at nighttime they don't sleep. anytime you're dealing with any of the inmates in here, you have to be ready to react to anything. you always just got to be prepared, know your options when you're dealing with different situations. you always have to think two steps ahead to prepare for whatever can happen. >> an arsenal of nonlethal weapons like tear gas and rubber bullets provides stopping power in case of an incident. bullets provide stopping power in case of an incident. to provide added security for the officers, meals are delivered through slots in cell doors. random cell searches are an effective way fo