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."