Crediting ecommerce entities for conversions

A system comprising:

• one or more processors;
• and
• one or more memory elements including instructions that when executed cause the one or more processors to:
• provide an interface that is externally exposed to an eCommerce entity, the interface being configured to receive transaction information associated with transactions by entities with the eCommerce entity that are known to a content serving system;
• receive through the interface transaction information associated with a first transaction;
• create a token;
• provide the token to the eCommerce entity;
• store the transaction information in association with the token in a first log;
• receive from the eCommerce entity a user identifier associated with the transaction along with the token;
• associate the user identifier with the token in a second log;
• determine a linking between impressions and conversions based on the token, the first log, and the second log including using the token to determine a relevant user identifier and transaction details, and using the determined relevant user identifier to locate prior impressions made to the user;
• and
• debit a content sponsor associated with the prior impression and crediting a publisher that published the impression, and the eCommerce entity that provided the transaction information when a linking impression and conversion is located.

A computer program product tangibly embodied in a computer-readable storage device and comprising instructions that, when executed by a processor, cause the processor to:

• provide an interface that is externally exposed to an eCommerce entity, the interface being configured to receive transaction information associated with transactions by entities with the eCommerce entity that are known to a content serving system;
• receive through the interface transaction information associated with a first transaction;
• create a token;
• provide the token to the eCommerce entity;
• store the transaction information in association with the token in a first log;
• receive from the eCommerce entity a user identifier associated with the transaction along with the token;
• associate the user identifier with the token in a second log;
• determine a linking between impressions and conversions based on the token, the first log, and the second log including using the token to determine a relevant user identifier and transaction details, and using the determined relevant user identifier to locate prior impressions made to the user;
• and
• debit a content sponsor associated with the prior impression and crediting a publisher that published the impression, and the eCommerce entity that provided the transaction information when a linking impression and conversion is located.