Fair Issac Corp. and Think Partnership Inc. have formed a technology alliance to launch ValidClick AdExchange, for monitoring and pricing pay-per-click advertising to prevent fraud. A formal announcement is planned on Nov. 5 at the Ad:Tech trade show in New York.
The technology involves filtering clicks on advertising to prevent fraud, combined with profiling technology to generate scores to rate publishers by their ability to drive conversions for advertisers.
“Think Partnership and Fair Isaac are committed to making pay-per-click advertising a viable, long-term advertising solution,” said in a statement John Linden, chief technology officer at Think Partnership.
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