Google, Microsoft, Yahoo, Facebook, and other companies providing email services will push for adoption of a new specification designed to eliminate phishing. The spec -- Domain-based Message Authentication, Reporting and Conformance (DMARC) -- aims to bridge shortcomings in existing systems intended to eliminate phishing, according to Paul Mah. It's not clear whether companies that provide email marketing tools will build this spec into their platforms. Mah suggests that popular phishers' targets, such as PayPal, will likely introduce the specs in their platforms.