Today's internet-based global media ecosystem allows for an unprecedented free flow of information, giving rise to new cyber vulnerabilities. This paper looks at the distinction between influence operations and traditional states of war, focusing specifically on the emergence of a gray zone of blended activity. Cyber activities in the gray zone include disinformation campaigns and influence operations and raise questions of responsibility and proportionate response. Countering and deterring such activity requires a multi-pronged approach of regulation, education, and government agency action.