AT&T to buy pay-per-call firm Ingenio

The phone giant says it will acquire privately held Ingenio, a provider of pay-per-call advertising technology, for an undisclosed sum.

AT&T is adding to its stable of online advertising properties, in a move to further diversify its ad business from phone books.

The phone giant said Monday that it will acquire privately held Ingenio, a provider of pay-per-call advertising technology, for an undisclosed sum. AT&T said that it will fold Ingenio into its subsidiary that handles local online search advertising. Those properties include Yellowpages.com, AT&T Real Yellow Pages and 1-800-Yellow Pages.

The deal is expected to close in January 2008.

Ingenio, founded in 1999 and backed by Silicon Valley venture firm Benchmark Capital, is a lead generation company. Marketers use Ingenio to advertise their business or services in online search listings linked to a unique 1-800 number. Marketers pay for the ads only when Web surfers call the embedded number, or what's called performance-based advertising.

"As advertisers add performance-based advertising to their marketing mix, this investment makes sense for our business," Ray Wilkins, AT&T group president of Diversified Business, said in a statement. "Ingenio's technology will allow AT&T to expand our robust service portfolio for print, online and mobile advertisers, and that will further differentiate us from our competitors."

 

Join the discussion

Conversation powered by Livefyre

Don't Miss
Hot Products
Trending on CNET

HOT ON CNET

Is your phone battery always at 4 percent?

These battery packs will give your device the extra juice to power through all of those texts and phone calls.