AT&T Completes Purchase Of Ingenio; Company To Be Joined With Yellowpages.com
By David Kaplan - Mon 10 Dec 2007 02:39 PM PST
AT&T (NYSE: T) has completed its acquisition of pay-per-call provider Ingenio. The deal is intended to help AT&T better serve business directory and local search customers across its entire ad and publishing portfolio. AT&T plans to integrate Ingenio within AT&T’s Yellowpages.com ad network and has tapped Charles Stubbs, president and CEO of Yellowpages.com, to oversee San Francisco-based Ingenio.
The telcom was attracted to Ingenio, which handles call/search ads for AOL, (NYSE: TWX) Marchex, Miva and others, in order to offer a greater array of performance-based ad services. As we noted previously, Ingenio’s platform lets marketers track calls to businesses generated by mobile ads (contextual or otherwise) with advertiser fees based on the lead volume. Release
Posted in: Companies, Operators, AT&T, Mobile Adv & Mktg, Money, VC M&A
