Why More Fraud Leaders Are Replacing Ekata with AtData

In today’s digital economy, identity verification isn’t just about preventing fraud. It’s about powering smarter decisions across the customer journey. And while companies like Ekata helped shape the early landscape of identity verification, new competitors have emerged, and the world is moving on.

The static, match-based approach simply can’t keep up with the complexity, speed, and nuance of today’s digital interactions. That’s why a growing number of fraud teams and data leaders are replacing legacy tools with Ekata alternatives in favor of a more adaptive solution: AtData.

Because the truth is, if you’ve been using legacy tools, you’ve likely already been using our data, only indirectly. For years, AtData has been a key provider of raw email intelligence and activity signals to companies across fraud prevention, including some of the very systems now being replaced.

Because now, you can go straight to the source.

And when you do, you unlock something much more powerful:

• Better intelligence from real-time behavioral signals
• Faster decisioning with minimal engineering lift
• Cheaper outcomes with smarter targeting and less waste

But this isn’t just about cost-cutting. It’s about being equipped to win.

A New Era in Fraud Prevention

What’s needed now is more than just a match of data points. The demand today is for agile, real-time signals that can keep pace with evolving threats. Fraudsters are clever, and the tools that fight fraud need to be quicker, smarter, and more granular.

AtData stands at the forefront of this shift. As a long-time provider of email intelligence, AtData has always powered verification systems. But now, it’s bringing this intelligence directly to fraud teams, offering a modern alternative to legacy solutions, and offering a direct, streamlined path to better insights.

Fraud teams no longer need to rely on slow, outdated methodologies. They need access to dynamic, evolving data that paints a fuller picture. A deeper look at who is behind each identity.

From Match Scores to Movement Signals

Ekata built its reputation during a time when linking names to phones and addresses was enough. But today, fraud and customer behavior don’t live in static tables. They move, evolve, and adapt. Legacy models rooted in name-address-phone logic fall short when:

• Identities shift (new emails, new devices, new behaviors)
• Multiple personas are tied to a single household or device
• A name match offers no insight into intent or risk

In contrast, AtData starts, and builds, with email. Because in today’s digital world, email is the one identity signal that cuts through the noise. It’s persistent, portable, and most importantly, active.

Why the Shift to AtData is Accelerating

Top teams in fraud prevention, customer data, and performance marketing are quietly moving off traditional ID verification tools for one simple reason: they need more than hygiene. They need clarity, confidence, and competitive advantage. With AtData, they get:

• Earlier Risk Detection

  Real-time email activity signals let you flag risky signups before they hit downstream systems.

• Lower Costs, Higher Precision

  Don’t waste resources on bad leads or overprotective rulesets. Focus on the right users, not just any users.

• Effortless Integration

  No heavy lift. Plug directly into your current stack to enrich identity profiles and decision flows with actionable data instantly.

• Fewer False Positives

  Our behavioral insights reduce unnecessary friction for real users. So, no more blocking good customers to keep out bad ones.

Legacy Tools Got You Here. But They Won’t Get You There.

Ekata did its job for the era it was built in. But if you’re scaling fast, watching fraud evolve, or managing decayed lead data, it’s time to rethink what identity intelligence really means.

You don’t need more static matches. You need dynamic resolution, real-time signals, and a partner that helps you know your customers, not just confirm them.

AtData is the next generation of identity intelligence.
And it’s already powering smarter, faster, and more cost-effective decisions — one email at a time.

See how we compare to Ekata  |  Learn more about AtData Fraud Prevention  |  Contact Us Now