Online marketplaces, which have seen a significant rise in consumer spending, are increasingly becoming targets for online fraud, particularly account takeover (ATO) attacks. These attacks, which involve unauthorized access to consumer accounts, are costly for businesses and prevalent, with nearly 30% of U.S. adults reporting victimization in 2023. To combat this issue, companies like ID.me and Fingerprint are employing advanced security measures that balance fraud prevention with user experience. ID.me uses stringent identity verification processes, including government-issued IDs and biometric data, while integrating Fingerprint's device intelligence platform to detect suspicious activities. Fingerprint's platform analyzes various device and browser attributes to differentiate genuine users from potential threats. These efforts aim to minimize ATO fraud while maintaining a seamless experience for legitimate users, as excessive verification steps can lead to transaction abandonment. Notably, the evolving landscape of cybercrime, with tactics such as the use of generative AI for phishing and bot attacks, underscores the need for innovative security solutions.