Marketing on the Internet requires ongoing checks and improvements due to its growing popularity along with increasing risks. One of the challenges associated with this field has always been about preventing potential intrusions in online practices and assure the security of the online transactions. While the privacy of the online consumers has to be protected, it is equally important for the marketers to authenticate the identity of those consumers. By doing so, marketers make sure the consumers are the ones who claim who they are, and they can target them by custom-tailoring their messages to them. This paper reviews some of the current methods that are popular in the field of authentication.
Authentication; Biometrics; Behavioral Biometrics