The traditional approach to security ROI is flawed because the value of security solutions decays over time, making it difficult to measure their effectiveness. Modern security professionals face a constantly evolving threat landscape and lack the resources to continually reinforce and reinstate traditional security solutions. To address this issue, companies are adopting modern security solutions like Next Generation Web Application Firewalls (NGWAFs) that deliver continuous return while building additional value. NGWAFs provide attack visibility, enabling companies to answer fundamental questions about attacks in their applications, such as what, where, and if they were successful. Bug bounty programs also provide a way to measure ROI by rewarding researchers strictly based on real, valid, and actionable bugs, delivering continuous security testing and confidence. By combining NGWAFs with bug bounty programs, companies can leverage continuous assessment against continuous defense, resulting in significant attack telemetry and improved prioritization of processes and resource spend.