RealWire Limited

Delivering Relevance, Releasing Influence

Issue Date
Release Feed
RSS FeedFair Isaac Feed
Share Release
Tweet Facebook LinkedIn Digg This
blink it Reddit! Stumble It! Add to Diigo Bookmark this on Delicious
Tweet Facebook LinkedIn
Press Release

Fair Isaac and Think Partnership Join Forces on New Ad Marketplace Offering Click Fraud Protection and Conversion-Based Pricing

ValidClick AdExchange to be introduced at upcoming ad:tech show
 
30 October, 2007 - (Minneapolis, Minnesota, USA and Clearwater, Florida, USA) - Fair Isaac Corporation (NYSE: FIC), the leading provider of analytics and decision management technology, and Think Partnership Inc. (AMEX:THK), a leader in interactive performance-based advertising, today announced an exclusive technology alliance designed to change the way online, pay-per-click ad networks set pricing and manage quality.

On November 5 at the ad:tech trade show in New York, Think Partnership will launch the ValidClick AdExchange - an open, quality controlled pay-per-click marketplace where clicks are dynamically priced based on two factors:

• Real-Time Click Fraud Prevention - Think Partnership's FeedPatrol click fraud technology that filters clicks in real time based on patent-pending methodology and prevents fraudulent click charges before they happen.  
• Fair Isaac Click Conversion Score - Analytics based on artificial intelligence and patented profiling technology that adapts to each click and conversion seen by the ValidClick AdExchange.  The scores are used 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 Think Partnership's Chief Technology Officer, John Linden. "The combination of Fair Isaac's data analysis expertise and our unique, patent-pending click fraud screening technology creates a breakthrough foundation for fair trade in pay-per-click advertising."

By combining Think Partnership's FeedPatrol technology with Fair Isaac analytics, the ValidClick AdExchange aims to raise the bar in how online advertisers are protected from click fraud, increase click quality for improved return on advertising investments, and reward quality publishers with the best prices for their advertising inventory.

"This alliance provides Fair Isaac with an exciting opportunity to quickly deliver our analytic innovations to the Internet market," said Dr. Andrew Jennings, Senior Vice President and Chief Research Officer at Fair Isaac. "By applying advanced analytics to improve decisions around pricing, we will help deliver a higher level of efficiency to the pay-per-click marketplace. The Fair Isaac Click Conversion Score is designed to change the game by allowing advertisers to look within a large publisher network and precisely measure value."

"Both companies are committed to making this alliance a long-term success - not only for ourselves, but for Internet advertisers as well," said Scott P. Mitchell, Think Partnership's Chief Executive Officer.  "We are aiming to change how the pay-per-click industry operates by offering advertisers protection and consistent, high-quality results across a large number of network and traffic sources."

About Fair Isaac

Fair Isaac Corporation (NYSE:FIC) combines trusted advice, world-class analytics and innovative applications to help businesses make smarter decisions. Fair Isaac's solutions and technologies for Enterprise Decision Management turn strategy into action and elevate business performance by giving organizations the power to automate more decisions, improve the quality of their decisions, and connect decisions across their business. Clients in 80 countries work with Fair Isaac to increase customer loyalty and profitability, cut fraud losses, manage credit risk, meet regulatory and competitive demands, and rapidly build market share. Fair Isaac also helps millions of individuals manage their credit health through the www.myFICO.com website.

About Think Partnership Inc.

Think Partnership Inc. is an international leader in interactive performance-based marketing and related Internet technologies. Think provides a comprehensive and integrated set of scalable and cost-effective marketing solutions for both advertisers and publishers. These solutions increase customer retention and revenues through a diverse set of related marketing channels, including affiliate marketing, click fraud-protected pay-per-click advertising, lead generation, interactive direct marketing, integrated offline advertising, campaign management, public relations, and branding. Think also operates several direct-to-consumer services including online dating, online education, and home business opportunities. High-profile brands include ValidClick™, PrimaryAds™, iLead Media, KowaBunga!®, BabyToBee, Second Bite™ and MSA. For more information, visit www.thinkpartnership.com.

Fair Isaac Statement Concerning Forward-Looking Information

Except for historical information contained herein, the statements contained in this press release that relate to Fair Isaac, including statements regarding its new Fair Isaac Click Conversion Score and the benefits to be derived from this offering, and the relationship described herein, are forward-looking statements within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. These forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially, including any unforseen technical difficulties related to the implementation, use and functionality of the offering, the risks that customers will not perceive material benefits from the offering, failure of the product to deliver the expected results, the possibility of errors or defects in the offering, the company's ability to recruit and retain key technical and managerial personnel, the maintenance of its existing relationships with key alliance partners, regulatory changes applicable to the use of consumer credit and other data, and other risks described from time to time in Fair Isaac's SEC reports, including its Annual Report for the year ended September 30, 2006, and quarterly report on Form 10-Q for the period ended June 30, 2007. Forward-looking statements should be considered with caution. If any of these risks or uncertainties materializes or any of these assumptions proves incorrect, Fair Isaac's results could differ materially from Fair Isaac's expectations in these statements. Fair Isaac disclaims any intent or obligation to update these forward-looking statements.