While many organizations are aware of traditional approaches to cybersecurity, the one area that is consistently ignored is the maintenance and protection of web domains. Lack of action leads to problems such as DNS hijacking, which redirects employees, partners and customers to websites that endanger them or steal sensitive data. mypepsico
Alongside Quad-9, there are a bunch of "free Public DNS resolver" providers. Although there are significant advantages in using them, I do have a few concerns, especially when used in a corporate setting:
“If you are not paying for it, you're not the customer; you're the product being sold.”. Eventually, IBM will tire of being the Good Samaritan and will start figuring out how to monetize it [see DDG].
Not being a paying customer, I have no SLA. If the service goes down or blocks my exec's favorite site, they still expect a fix, but I have given away most of the tools in my toolbox.
Geolocation without GPS approximates one's location based on the location of the DNS resolver, in this case the quad-9 data center. This causes my computer to believe that my nearest home-improvement store is 4-hours distant (see EDNS for a fix).