United States, June 25 -- After a successful launch in the U.S., Mastercard is expanding its data-driven First-Party Trust program to counter the rise of first-party or "friendly" fraud, where genuine transactions are mistakenly or intentionally challenged by cardholders. E-commerce has revolutionized the transaction experience while also increasing the need for transparency of payments for merchants, small business owners and entrepreneurs. It is now easier than ever for a customer to dispute a debit or credit card transaction they don't recognize. The card issuer must then determine whether to provide that cardholder with a refund for the transaction amount- this is known as a chargeback. The global cost of chargebacks to merchants is for...