An AT&T subsidiary has entered into an agreement to acquire online advertising company Ingenio to enhance its directory service and local search advertising offerings. The transaction is expected to close in January 2008.
AT&T plans to integrate Ingenio’s pay-per-call offerings into its yellowpages.com network, AT&T Real Yellow Pages and 1-800-Yellow Pages. Pay-per-call technology helps businesses to manage programs for advertisements and generate phone leads. Marketers pay only for advertisement when a consumer dials their numbers linked to their online search listings. Ingenio also develops earn-per-call applications and Ether and Live Advice for individuals seeking real-time answers from experts.
Ray Wilkins, group president of diversified business at AT&T said: As advertisers add performance-based advertising to their marketing mix, this investment makes sense for our business.
According to eweek, the acquisition of Ingenio will help AT&T compete with Google’s directory services. Yahoo has also been testing the viability of advertising services with mobile devices.
AT&T Yellowpages.com had recently expanded its mobile search products with an application for iPhone users. It also has a downloadable local search application that is available on 20 AT&T mobile handsets.
Source: ComputerWire daily updates