Ireland-based startup Trustev checks patterns in Internet user behaviour to verify consumer identities and catch fraudsters in online transactions. TB&I spoke to chief marketing officer Donal Cahalane about how it protects the brand, and its users’ information.
How does the Trustev model work?
Trustev verifies online consumers’ identities in real time by using thousands of dynamic data points from sources including device type, IP address, transactional histories and Internet browser behaviours. This is augmented by our proprietary social fingerprinting technology that uses data patterns behind an individual’s social graph of Internet activity to confirm they are a real person, and that they are exactly who they say they are.
The Trustev model is implemented by online merchants to protect themselves from the growing problem of online fraud.
To continue reading, you need a subscription to WIPR. Start a subscription to WIPR for £455.
In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.
Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.
Is your 2 week free trial about to end? Upgrade to a 12 month subscription for £455 now.
If you have already subscribed please login.
If you have any technical issues please email James Lynn on email@example.com.
Trustev, IP address, Internet fraud, branding,