DM News: FindWhat Starts Pay Per Call

Bringing the low risk nature of pay-per-click advertising to the offline world, FindWhat is using the Ingenio technology to bring pay-per-call advertising to online yellow pages listings. FindWhat hopes to bridge the connection between the rapid success of pay-for-performance online search advertising and the enormous local advertising and yellow pages advertising markets. The pay-per-call media is sold via a separate auction based on about 1,000 categories (rather than keywords) and is purchasable in regional chunks.