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.
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Trustev, IP address, Internet fraud, branding,
