a click conversion score 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 &# 39 ; s traffic with the “ expected ” conversion rate based upon advertisers histories .