The Password is …

Merchants can protect themselves from cybercriminals by implementing context-based authentication, which provides a number of advanced capabilities and benefits, including the following:

• Sophisticated processes profile the user's device to identify the specific PC, laptop, tablet or phone, and to detect the presence of malware or other threats. IP address, geolocation, language or other configuration mismatches, cookies, and numerous additional risk factors are evaluated.
• Shared global trust intelligence networks to examine a user's identity and activity, recognizing both legitimate users and threats based on anonymous shared intelligence. Multiple contextual elements all work together to establish trusted and untrusted attempts by users to log in, including device health, history and associations with fraud, user persona and behavior, and trust associations.
• A trust-based approach that's capable of "tagging" identifying elements such as the combination of a specific user and device with levels of trust or untrust. This provides you with advanced security features and a frictionless experience for legitimate users.
• Elevate trust when necessary by implementing two-factor or out-of-band authentication.

In light of the countless recent high-profile data breaches — and more certain to come — businesses must be more cautious than ever and implement effective authentication procedures that do more than just evaluate login credentials. The entire context surrounding each login attempt must be analyzed to detect and stop imposters, even if they have valid credentials.