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The New Era of Frictionless EMV 3DS: How Merchants Are Taking Back Control of the Journey

Fraud
Payments
3D Secure
Arcot by Broadcom
Sep 16, 2026
Webinars

EMV 3-D Secure (3DS) authentication has historically been controlled by issuers, leaving merchants with little ability to influence risk evaluations or drive frictionless outcomes at checkout. That dynamic is changing. New EMV 3DS flows and evolving card scheme programs now give merchants greater control over the authentication journey, but that control often comes with a trade-off: retaining fraud liability in exchange for fewer challenges and higher authorization rates. The objective of this session is to break down the mechanics of these new EMV 3DS flows, explain how the card schemes support them, and help your organization evaluate the financial trade-offs of absorbing liability to boost approval rates and reduce checkout friction.


Learning Objectives:

  • Understand how new merchant-influenced EMV 3DS flows differ from traditional issuer-controlled authentication
  • Identify how the major card schemes support these flows and the requirements for merchants and acquirers
  • Evaluate the financial trade-offs of absorbing fraud liability to increase authorization rates
  • Apply a practical framework to align your 3DS strategy with fraud tolerance, chargeback exposure, and regulatory requirements such as PSD2 SCA

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