When we reported on Ingenio riding
the CPA wave, we didn't know the wave
would drop the company on AT&T's
shore.
The privately held Ingenio, which has
Benchmark Capital as its biggest backer,
joined up with AT&T. Bringing the
pay per call technology Ingenio possesses
will give AT&T the ability to promote
leads across mobile, Internet, or print
media as the advertiser desires.
AT&T already does local search
advertising through the Yellowpages.com
Network, AT&T Real Yellow Pages
and 1-800-Yellow Pages. They cited a
growing trend towards performance-based
advertising as the motivation for making
the Ingenio deal.
"As advertisers add performance-based
advertising to their marketing mix,
this investment makes sense for our
business," said Ray Wilkins, AT&T
group president for Diversified Business.
Yellowpages.com will be Ingenio's destination
within AT&T, which expects to keep
the existing management in place.
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