AT&T plans to acquire advertising company Ingenio and integrate its technology into AT&T’s online Yellow Pages and other services.
Under the deal, whose terms were not disclosed, Ingenio will lets advertisers place pay-per-call ads online, on mobile phones and in print. The service lets marketers pay for these ad services based on if a customer actually clicks through.
Ingenio issues phone numbers to advertisers and then tracks calls for billing and reporting purposes.
The acquisition comes as more interest develops on the mobile space. Earlier this year, AOL bought mobile ad platform Third Screen Media. Google has also outlined its new ad-based mobile calling plan.
AT&T will incorporate Ingenio’s pay-per-call services into its local directory services including YellowPages.com, AT&T Real Yellow Pages and 1-800-Yellow Pages.