Google Eyes Patent on Dial Ads

Though the growing pay-per-call advertising space is full of competition, Google has filed for a patent on the core technology of automatically dialing an advertiser when a user clicks on an ad. 

The patent application, filed in June 2004 by Google scientist Shumeet Baluja, who was formerly chief technology officer of mobile gaming company Jamdat, was published last week.  Pay-per-call advertising directs customers to call businesses rather than visit their web sites. With recent advances in mobile phone browsing and VoIP, pay-per-call is seen as a big opportunity to bring a wide range of local businesses without web sites into the world of online advertising. By nature, it offers better statistics on customer response than pay-per-click advertising.

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