3 Things You Need to Know About the Upcoming EMV Technology Rollout

3. Steps retailers can take: Since increases in online fraud are inevitable once EMV technology is rolled out across the U.S., merchants and card providers need to take several precautions to protect their customers’ data. Implementing frictionless, context-based authentication enables businesses to verify each account login based on anonymous user identities, device usage, geo-location, customer behavior and other factors without compromising the user's identity, personal information and data.