This rapidly growing market is giving rise to a land grab of sorts: companies are vying to build the one IoT platform that will link all devices, and by linking them make them “smarter” as they communicate with one another.

So it may come as no surprise that at its developer conference last week, Google announced Brillo, a new Android-based operating system (OS) for the Internet of Things. The connected OS promises to use as little as 32 or 64 MB of RAM to run, making it power-efficient and light enough for “things” such as light bulbs, keys or door locks.

By offering a familiar, widely used (Android) OS as the basis for its IoT platform, Google is offering a solution that is already familiar to developers worldwide. However, by offering yet another OS for Things, it also compounds the fragmentation of the space. There are a wide array of vendors and consortiums now offering operating systems, connectivity platforms and discovery protocols.

With each vendor and approach come security threats and attack vectors. These threat surfaces are multiplied by the connectivity and discovery protocols and by the routing of data. There is a trend to route data from each device to the cloud, even when, intuitively, this should not be necessary. This enables device manufacturers to utilize hardware, services and data business models. It is not a trend that is likely to slow down by itself.

Securing this spider web of technology and data is a challenge and a necessity. When a smart lock knows when people are home, or when your security camera sees where you put your valuables, they contain very valuable information for criminals. Less obviously, but just as worrisome, is the aggregate data about you that travels the airwaves in your home and beyond.

Brillo, being built on the mature Android platform, has the advantage of being hardened for security over time, and the disadvantage that nefarious players already know its ins and outs. Other, less widely deployed platforms will go through their own maturity evolution as developers and hackers dig through them.

Because of the vast number of suppliers of Things, and the wide variance of the platforms and protocols, a full security solution is unlikely to come from one of these players. The answer to the IoT security dilemma will more likely come via third-party security companies who’ll play a major role in providing secure, safe digital environments for users across connected devices.

To keep the Internet of Things from devolving into the Internet of Threats or the “Illusion of Trust,” the industry needs to shore up standards on privacy and security. Today, the IoT is still evolving rapidly, and its standards and regulations are just being developed. We’re at a moment in time that’s similar to the birth of the World Wide Web 25 years ago. This time, however, we can build a hyper-connected world based on safety and trust and the principles of protection and privacy—literally, we can build security into the foundation of the IoT infrastructure.

One of the fathers of the modern Web, Vince Cert, once said he regrets not building more security into the architecture of the Internet. It was difficult at the time to anticipate the level of cybercrime, cyberwarfare and cyberespionage that would emerge. The promise of the IoT is exciting, with many business and consumer applications, including the connected car and the connected home. But for our vision to come to fruition, let’s learn the lesson of our predecessors and design the IoT and its devices by prioritizing privacy and security as central features.

An area we are passionate about is what we call the “law of least data.” This encapsulates the desire for data to be routed as directly between agents as possible. Two devices in your home should not have to send data to the cloud – even if they are from two different vendors – when they are talking to each other. Your next generation smartwatch should not have to talk to the cloud in order to read data out of your pacemaker. Of course some setup, or discovery metadata, may be required upon installation, but thereafter data should be kept personal whenever possible.

By agreeing on some defining principles, such as the law of least data, we can build a better Internet of Things.