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41st Parameter Announces the TrustInsight Network; A Groundbreaking Approach to Increasing Online Transaction Approvals

SAN JOSE, CA — (Marketwire) — 03/21/13 — 41st Parameter, the leader in securing online relationships, today announced the TrustInsight Network — a new crowd-sourced service that determines online consumer trust to empower merchants to increase sales by confidently approving more card-not-present (CNP) transactions. TrustInsight-s TrustScore provides a real-time approach to recognizing and transacting with online customers — even if they-ve never been seen by a particular merchant before. Several top banks, online merchants and credit card associations are participating in the launch of the TrustInsight Network.

TrustInsight employs a revolutionary patent-pending technology that connects consumers, merchants, issuing banks and credit card associations in an online network to build and benefit from trusted relationships. Up to 17 percent of CNP transactions are declined every day, amounting to more than $3B annually. In many cases, these declines are unwarranted and only occur due to lack of information about the customer. The result is that merchants lose sales, card issuers and banks lose transaction fees, and loyal customers miss out on the goods and services they desire.

“TrustInsight reduces the pain felt by merchants, consumers, acquiring banks, card associations and card issuers,” said Ori Eisen, founder and chief innovation officer of 41st Parameter. “We have more than nine years of experience in building industry-leading device recognition technology to detect fraud. Now we are leveraging that work, and insights from a growing network of merchants and banks, to salvage billions of dollars of unnecessarily declined transactions. The potential to increase top line revenues is substantial. Sales go up, customers are happier and the cost of investigating and handling suspect transactions is decreased dramatically.”

With TrustInsight, every online consumer transaction will carry a TrustScore generated from encrypted data contributed by TrustInsight Network participants. This crowd-sourced TrustScore functions as the standard for eCommerce CNP trust. TrustInsight makes it easier for merchants to confidently process the more than 70 percent of online orders that come from first time customers. These people are unknown to the merchant but that doesn-t mean they can-t be trusted. That is the problem TrustInsight solves.

To learn more about TrustInsight, visit the TrustInsight website or watch this 60 second TrustInsight video overview: .

In a world where people are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance. AdTruth, the digital media division, gives marketers a better way to recognize and reach their most valuable audiences across all types of devices. The company-s FraudNet platform protects businesses from online fraud before it happens. The TrustInsight Network enables online merchants to increase sales by approving more trusted transactions. These privacy compliant solutions help keep the Internet more secure and relevant for everyone.

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