Online fraud is a growing concern to businesses worldwide, and is complicated by the prevalence of unauthenticated users on the web.
To protect brands from malicious actors, Neustar (a provider of real-time information services and analytics), recently launched its Neustar IP Reputation solution to provide risk assessment across various aspects of fraud including online transaction, registration, ad-clicks and bad traffic from malicious activities.
The solution (which serves as a first line of defense for businesses to differentiate real end-user traffic from non-human traffic to monitor and mitigate fraudulent activity at the beginning stages of the fraud risk assessment process) produces both a Real User Score and a Risk Score. The Real User Score assigns Internet Protocol addresses into one of five risk categories using Neustar's IP Intelligence datasets and predictive analytics technology to distinguish human from nonhuman elements and evaluate the relative risk associated with an IP address. The Risk Score extends the Real User Score to include advanced risk analytics derived from modeling usage of IP addresses and fraudulent activity from other IP threat intelligence sources.
"It is important that companies use the most advanced technology to fight fraud and protect their consumers and their business, so we are pleased to deliver this solution to the market," said Rupert Young, General Manager of Product for Identification and Verification Solutions, Neustar. "As fraudulent tactics become more sophisticated daily, platforms require multiple forms of advanced intelligence to mitigate risk. Neustar's IP Reputation solution can cost effectively identify suspicious activity to help companies determine whether additional verification is required, deny a request or invalidate a click for all online transactions based on workflow rules."
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.