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Experian has announced a definitive agreement to acquire 41st Parameter, the market leader in device identification technology and web fraud detection. 41st Parameter will strengthen Experian’s global web fraud detection and risk-based identity authentication capabilities.
Consumers around the world are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media.

Creating relevant on-line customer experiences and preventing fraud are large and growing business challenges. 41st Parameter’s patented device identification technology enables clients and their consumers to interact on the web effectively and securely, recognising consumers to reduce fraud losses.

“This acquisition is part of our commitment to provide the most complete set of fraud detection and identity authentication capabilities on the market today,” says Joy Griffiths, global managing director, Experian Decision Analytics. “We are pleased to incorporate 41st Parameter’s web fraud detection to enable our clients to make real-time security decisions that improve their business profits.”

Businesses use 41st Parameter products to enhance efficiency and improve the customer experience through an approach known as “risk-based authentication”.

Risk-based authentication is a method of applying varying levels of stringency to authentication processes based on the likelihood that access to a given system could result in it being compromised. This allows businesses to apply the right level of security for each activity, instead of using the same approach regardless of the value and risk associated with each transaction.

“In today’s digital world, organisations need to recognise the devices used by their customers in order to provide a safe and effective experience,” says Alan Naumann, President and CEO of 41st Parameter. “I am excited that by combining our team with Experian we can together deliver very unique and effective solutions to our mutual clients around the world.”

41st Parameter sets itself apart from other products in the cyber security market with superior device intelligence and by reducing fraud detection errors known as “false positives” which result in customer frustration and lost sales.

Typical uses include detecting fraudulent activity when a new account is opened, determining the risk associated with a Card Not Present (CNP) online transaction, and protecting consumers from fraudulent attempts of account takeover.

41st Parameter was founded in 2004. With offices located in the Silicon Valley in California, Arizona, UK, and Tokyo, 41st Parameter helps the world’s leading financial institutions, e-commerce merchants, online travel provides and digital media organisation more effectively and more securely serve their digital consumers.

“From day one, our vision was to set our company apart from other businesses in the cyber security market with superior device intelligence,” says Ori Eisen, Chairman and Founder of 41st Parameter. “As a market leader, I am pleased that we are now joining Experian to continue our quest in helping safeguard and protect companies from web-based fraud threats.”