Neustar unveils new Authentication tools

Its two new products, claims the company, will offer businesses more options for authenticating consumers initiating digital interactions

Posted 14 January 2020 by Gary Flood

US Digital Identity firm Neustar has expanded its Digital Identity risk portfolio.

Overall, the company’s ID approach is to split Identity users into high- and low-risk categories, allowing organisations to more easily identify legitimate consumers and allow their transactions to proceed, while flagging potentially fraudulent transactions for additional verification steps.

The new idea is to address the needs of companies looking for a more flexible customer ID authentication platform via two new solutions it’s calling ‘Digital Identity Risk Pro’ and ‘Digital Identity Risk Flex’.

The software, claims the company, will offer businesses more options for authenticating consumers initiating digital interactions. Triggers it’ll be looking for include if a mobile device has been linked to fraud in the past or if it’s a burner, while on the IP side, anonymisation attempts (using proxy services or VPNs) and traffic visitation patterns (fraudsters’ browsing behavior differs considerably from that of ordinary internet users) will be looked-for to provide further data that complement our online and offline identity verification procedures.

Neustar Digital Identity Risk Pro provides fraud prevention by incorporating more than 200 data points to generate a device score, an IP score and an overall identity risk score. Neustar customers can use these scores to promptly identify the degree of potential risks and better structure the interaction this firm has with this consumer, the firm promises.

Neustar Digital Identity Risk Flex on the other hand is being framed as a Digital Authentication platform using fewer data points, and designed for rapid deployment.

It does this by supplying IP-based verification, IP-based behavioural attributes, geolocation signals and deep identity linkage analysis to generate an IP identity risk score.

The claim by Neustar is Neustar Digital Identity Risk Flex’s easier implementation path allows anti-fraud teams to deploy quickly, and obtain immediate fraud protection. 

“These digital authentication solutions examine a broad range of factors to determine whether a given user is likely to be a legitimate customer or a fraudster,” claimed Robert McKay, senior vice president of customer identity and risk solutions at the company.

Neustar says it offers industry-leading solutions in Marketing, Risk, Communications, Security and Registry that responsibly connect data on people, devices and locations, continuously corroborated through “billions of transactions”.

Its website claims it serves more than 8,000 clients worldwide, including 60 of the Fortune 100.