Fair Isaac Corporation

Colin Andrew Shepherd

Joseph P Milana

Bogdan Eugen Popescu

A Click Conversion Score (CCS) is a tool to provide a new 'Ad-Exchange' for connecting Publishers and Advertisers in the Pay-per-Click advertising market. The CCS provides checks and balances into the Ad-Exchange by assessing the quality of traffic each Publisher provides Advertisers using an adaptive, multi-dimensional profiling system. This assessment is directly used in the charges billed the Advertisers. The score is adaptive, and highly dependent on the conversion feedback loop provided by Advertisers. A CCS system scores each Click and each resulting Conversion an Advertiser receives from the Ad-Exchange. In the preferred implementation, the score reflects a ratio of the measured conversion rate for a Publisher's traffic with the 'expected' conversion rate based upon Advertisers histories.

Growing community of inventors

San Rafael, CA, United States of America

Colin Andrew Shepherd