Kowabunga! Inc. Integrates Third Party XML Feeds into ValidClick AdExchange
August 25 2008 - 8:20AM
Business Wire
Kowabunga!� (www.kowabunga.com)(AMEX:THK), a leading provider of
interactive performance-based advertising networks and technology
platforms, today announced that its ValidClick AdExchange�
(www.validclick.com), an open, quality controlled PPC marketplace,
now accepts third party advertising XML feeds. ValidClick
AdExchange� protects advertisers by first filtering out suspicious
clicks in real time using Kowabunga�s FeedPatrol� technology and
then dynamically pricing advertiser bids when necessary, using the
Fair Isaac� Corporation Click Conversion Score�. The conversion
score methodology, developed by Kowabunga�s partner, Fair Isaac,
leverages patented analytics technologies that adapt to each click
and conversion to score publishers on their ability to convert
advertisers� leads into sales. Kowabunga!� expects the integration
of third party XML feeds to further accelerate the system�s growth.
�Publishers working with ValidClick AdExchange� will soon see an
enhanced and growing advertising inventory, and most will see their
revenue per click climb simultaneously,� said Kowabunga! Chief
Executive Officer Stan Antonuk. �Advertisers, on the other hand,
want more performance based click volume. This arrangement can
deliver significantly more traffic, and our dynamic scoring model
reduces risk by catching fraudulent clicks up front and matching
advertisers with the best possible partners.� ValidClick
AdExchange� expects to add a number of third party networks over
the remainder of the year and will be integrating the first four
third party XML feeds in the next month, with more than 20,000 new
advertisers to its direct advertiser base in this first phase. �Our
technology allows us to set real-time scoring thresholds on a per
feed basis to protect our ad providers,� stated Stephen Lerch,
Chief Revenue Officer for Kowabunga!. �By using these thresholds,
we automatically allocate ad inventory from multiple feed providers
to the individual publishers best suited to run their ads.
Traditionally in this industry, these sorts of decisions have only
been made by after-the-fact manual intervention. Making these
decisions automatically is a far more efficient process and quickly
rewards advertisers with better ROI and publishers with more money
for every impression.� Publishers and advertisers interested in
learning more about ValidClick AdExchange can visit
www.ValidClick.com or contact Loren Wilson, ValidClick Division
Director, at loren.wilson@kowabunga.com or 727.324.0046. About
Kowabunga! Inc. Think Partnership Inc. is now doing business under
the name "Kowabunga! Inc." and will seek formal shareholder
approval to change its legal name to Kowabunga! Inc. later in 2008.
Kowabunga Marketing Inc. will continue as a subsidiary, operating
its affiliate network and related products. Kowabunga! Inc. is the
leading provider of interactive performance-based advertising
networks and technology platforms. Kowabunga! 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.
Kowabunga! also operates several direct-to-consumer services
including online dating, online education, and home business
opportunities. High-profile brands include ValidClick AdExchange�,
MyAP�, PrimaryAds�, BabyToBee�, Second Bite� and MSA. For more
information, visit www.kowabunga.com. About Fair Isaac Fair Isaac
Corporation (NYSE:FIC) transforms business by making every decision
count. Fair Isaac�s Decision Management solutions combine trusted
advice, world-class analytics and innovative applications to give
organizations the power to automate, improve 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. Learn more about Fair Isaac at www.fairisaac.com. Forward
Looking Statements Statements made in this press release that
express the company's or management's intentions, plans, beliefs,
expectations or predictions of future events are forward-looking
statements. Those statements are based on many assumptions and are
subject to many known and unknown risks, uncertainties and other
factors that could cause the company's actual activities, results
or performance to differ materially from those anticipated or
projected in such forward-looking statements. For a discussion of
these risks, see the company's report, as filed with the Securities
and Exchange Commission on Form 10-K, filed March 31, 2008, under
the section headed "Risk Factors." The company cannot guarantee
future financial results, levels of activity, performance or
achievements, and investors should not place undue reliance on the
company's forward-looking statements.
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