AT&T (News - Alert) Inc. has announced that an AT&T subsidiary will acquire privately held Ingenio, a provider of Pay Per Call technology, thereby enhancing its portfolio of directory offerings. The deal is likely to get finalized and closed by early January 2008.

 
With the acquisition, Ingenio's Pay Per Call solutions will be included into AT&T’s directory service and local search advertising portfolio, including the YELLOWPAGES.COM Network, AT&T Real Yellow Pages and 1-800-Yellow Pages.
 
Ingenio's Pay Per Call service is an advertising platform that drives phone leads to ones business. With the system, consumers can locate a business through advertisements that appear in search results on search engines and directories.
 
By deploying Ingenio's Pay Per Call technology, AT&T can advantage of the growing trend toward performance-based advertising.
 
This deal is sure to support advertisers and improve their target audience reach. Ingenio's Pay Per Call technology will encourage millions of advertisers to pick up their leads through online, mobile or print media.
 
"As advertisers add performance-based advertising to their marketing mix, this investment makes sense for our business," said Ray Wilkins, AT&T group president-Diversified Business. "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."
 
 Meenakshi Shanks is a contributing writer for TMCnet. To see more of her articles, please visit her columnist page.


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