The Whitepages Pro team I work with every day takes great pride in bringing the best identity verification solutions in the world to market. I’m therefore unabashedly excited when I see industry experts provide 3rd party validation of our data, product work, and top shelf data products.
As the General Manager of Whitepages Pro, one thing I don’t believe you delegate is keeping the pulse of the market through direct interactions. I work hard to maintain that core competency here, starting with talking first-hand with customers, prospects, and partners about their needs in identity verification, which is the core of what we do. We call this “touching the market,” and it rolls downhill from me.
When I met Vice President and Distinguished Analyst in Gartner Research Avivah Litan, and later her counterpart Jonathan Care in Gartner’s IAM practice, I was pleasantly surprised to find that we were directly aligned with them on the need to “touch the market” to get working knowledge of the challenges, objectives, and changes the market faces. As our relationship evolves with Gartner, we continue to have synergies in helping businesses improve their identity verification processes.
We know that Whitepages Pro is in lock-step with the Gartner IAM team on these four things:
- There is no absolute truth in identity verification. Instead, assess risk in a given interaction and manage to an adequate probability of identification. Note that the criteria might be looser to respond to a marketing lead compared to allowing an account creation or shipping digital or physical goods.
- A layered approach to identity verification is critical. There is no magic bullet or one vendor that provides everything. Layering complimentary solutions like identity verification data, device ID data, and session behavior data is a far more reliable recipe for success.
- Traditional PII/credit header data has been compromised and is not a sound solution today. Credit bureau data and static information, such as a social security number or a typical challenge question, like a mother’s maiden name, have been compromised too often in data breaches to be solely reliable. Gartner recommends integrating “dynamic data” elements about an identity and looking at the connections between those elements to assist in your assessment. We have formalized the connections between name, phone number(s), email, IP, and physical address(es) in our market-leading Identity Check product .
- Linkages and “metadata” (additional data attributes) are critical elements to verifying an identity. Our data is stored in the Whitepages Identity Graph, a graph structured database that allows us to identify up-to-date linkages between the different identity data elements. Fraudsters often take shortcuts to reduce the cost of amassing the perfect fake or synthetic identity, or invent a phone number or address that actually doesn’t exist. Our data can help identify those discrepancies in real-time.
These items are well articulated in the 2016 Gartner briefing, “Absolute Identity Proofing is Dead, Use Dynamic Identity Assessment Instead.”
The fraudsters aren’t slowing down. In fact, quite the opposite, given that the world has a massive and growing need to conduct business electronically and fraudsters are increasingly savvy in their approaches.
We will see you and the Gartner IAM team out in the identity verification marketplace, where we are busy supporting customers with dynamic data and linkages in any country they are doing business.
Want to learn more? Contact us.
*Gartner, Hype Cycle for Identity and Access Management Technologies, 2016, G. Kreizman, 06 July 2016.
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