An overview of EMV technology. EMV is a fraud-reducing technology that can help protect against losses from the use of counterfeit and lost or stolen credit cards at the point-of-sale. Card data is stored in a smart chip; rather than the magnetic stripe. (Cards will be equipped with a magnetic stripe as well, but they will eventually be phased out.) This technology is often referred to as chip-cards, or smart-cards, and adds layers of security against counterfeit fraud and theft.