Comparison of the Identity Authentication and Reverse Lookup Techniques
Merchants selling goods online and in the CNP channel at one point or another will need to apply techniques to authenticate consumer provided data to determine if it matches or goes together. Merchants typically rely on two common techniques: Identity Authentication and Reverse Lookups, or in some cases both. Both Identity Authentication and Reverse Lookups are fundamental fraud prevention and risk management checks. Likewise both play a critical role in the perceived quality and authenticity of a consumer’s e-Identity. Fraud prevention personnel often look at these two techniques as being essentially the same, but they actually are different methods and provide very different “signals” for use in detecting potential fraud as well as in identifying real customers with poor e-Idenitites.