Patent Publication Number: US-2007121847-A1

Title: Methods and Apparatuses to Provide Application Programming Interface for Managing Pay Per Call Advertisements

Description:
The present patent application is a continuation in part application of: copending U.S. patent application Ser. No. 11/077,655, filed Mar. 10, 2005 and claimed priority from Provisional U.S. Patent Application 60/653,708 filed on Feb. 16, 2005, Provisional U.S. Patent Application Ser. No. 60/568,156 filed on May 4, 2004, Provisional U.S. Patent Application Ser. No. 60/560,926 filed on Apr. 9, 2004 and Provisional U.S. Patent Application Ser. No. 60/552,124 filed on Mar. 10, 2004; U.S. patent application Ser. No. 11/092,309, filed Mar. 28, 2005 and claimed priority from Provisional U.S. Patent Application 60/653,660 filed on Feb. 16, 2005; and U.S. patent application Ser. No. 11/095,853, filed Mar. 30, 2005 and claimed priority from Provisional U.S. Patent Application 60/653,661 filed on February 16, 2005. The parent patent application Ser. No. 11/092,309 is a continuation in part application of: U.S. patent application Ser. No. 11/014,073, filed Dec. 15, 2004; U.S. patent application Ser. No. 10/872,117, filed Jun. 17, 2004; and, U.S. patent application Ser. No. 11/021,939, filed Dec. 23, 2004, which is a continuation in part application of U.S. patent application Ser. No. 10/679,982, filed Oct. 6, 2003. The present application claims priority from Provisional U.S. Patent Application No. 60/761,950, filed Jan. 24, 2006. The disclosures of the above referenced prior applications are incorporated herein by reference. 
    
    
     TECHNOLOGY FIELD  
      At least some embodiments of the present invention relate to telephonic connections and advertising in general and performance-based advertising in particular.  
     BACKGROUND  
      Telephone systems allow users to conduct real time two-way voice communication. Traditional land-line based telephone systems connect one telephone set to another through one or more switching centers, operated by one or more telephone companies, over a land-line based telephone network. Traditionally, a telephone connection is based on a circuit switched network.  
      Current telephone systems may also use a packet switched network for a telephone connection. A packet switched network is typical in a computer data environment. Recent developments in the field of Voice over Internet Protocol (VoIP) allow the delivery of voice information using the Internet Protocol (IP), in which voice information is packaged in a digital form in discrete packets rather than in the traditional circuit-committed protocols of the public switched telephone network (PSTN).  
      Cellular networks allow a cellular phone to connect to a nearby cellular base station through an air interface for wireless access to a telephone network. Recent developments in wireless telephone systems allow not only voice communications but also data communications. For example, cellular phones can now receive and send short messages through a Short Message Service (SMS). Web pages can now be retrieved through wireless cellular links and displayed on cellular phones. Wireless Application Protocol (WAP) has been developed to overcome the constraints of relatively slow and intermittent nature of wireless links to access information similar or identical to World Wide Web.  
      Telephone companies provide a number of convenient features, such as call forwarding. Call forwarding of a telephone system allows a user of a phone at a given phone number to dial a specific sequence on the phone to cause the telephone system to forward incoming calls addressed to the phone number to another specified phone number indicated by the dialed sequence.  
      Telephone systems are frequently used in conducting business. Telephone numbers are typically provided in advertisements, web sites, directories, etc., as a type of contact information to reach businesses, experts, persons, etc.  
      The Internet is becoming an advertisement media to reach globally populated web users. Advertisements can be included in a web page that is frequently visited by web users. Typically, the advertisements included in the web pages contain only a limited amount of information (e.g., a small paragraph, an icon, etc.). The advertisements contain links to the web sites that provide further detailed information. In certain arrangements, the advertisers pay the advertisements based on the number of visits directed to their web sites by the links of the advertisements.  
      Performance based advertising generally refers to a type of advertising in which an advertiser pays only for a measurable event that is a direct result of an advertisement being viewed by a consumer. For example, paid inclusion advertising is a form of performance-based search advertising. With paid inclusion advertising, an advertisement is included within a search result page of a key word search. Each selection (“click”) of the advertisement from the results page is the measurable event for which the advertiser pays. In other words, payment by the advertiser is on a per click basis.  
      Another form of performance-based advertising includes paid placement advertising. Paid placement advertising is similar to paid inclusion advertising in that payment is on a per click basis. However, with paid placement advertising an advertiser ranks a particular advertisement so that it appears or is placed at a particular spot, e.g., at the top of a search engine result page, thereby to increase the odds of the advertisement being selected.  
      Both forms of performance-based advertising, i.e., paid placement and paid inclusion, suffer from the limitation that an advertiser or participant within a paid placement or paid inclusion advertising program is required to have a web presence, in the form of a web page. However, there are advertisers that either (a) do not have web pages, or (b) have web pages that are not effective at capturing the value of a web visitor, and are therefore unable, or unwilling, to participate in the traditional performance-based advertising, as described above.  
     SUMMARY OF THE DESCRIPTION  
      Methods and apparatuses to provide access to manage advertisements which provide references usable to request real time communication connections are described here. Some embodiments are summarized in this section.  
      One embodiment includes receiving a request according to an application programming interface over a network connection; and providing access to manage an advertisement of an advertiser via the application programming interface in response to the request (e.g., to create, update, query, delete the advertisement, such as a pay per call advertisement). In one embodiment, the advertisement is to be embedded with a real time communication reference assigned to the advertiser; the real-time communication reference is to be used to request a real time communication connection with the advertiser; and the advertiser is to be charged for communication leads generated via the real-time communication reference embedded in the advertisement.  
      The present disclosure includes methods and apparatuses which perform these methods, including data processing systems which perform these methods, and computer readable media which when executed on data processing systems cause the systems to perform these methods.  
      Other features will be apparent from the accompanying drawings and from the detailed description which follows.  
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
      The disclosure is illustrated by way of example and not limitation in the figures of the accompanying drawings in which like references indicate similar elements.  
       FIG. 1  shows how clients and advertisers interact with each other using a paid placement, or a paid inclusion advertising model, in accordance with the prior art.  
       FIG. 2  shows an interaction between clients and advertisers, in accordance with one embodiment of the present invention.  
       FIG. 3  shows a flowchart of operations performed in accordance with one embodiment of the present invention.  
       FIG. 4  shows a high level functional description of a system in accordance with one embodiment of the present invention.  
       FIG. 5  illustrates the Account Creation and Management module of the system, in greater detail.  
       FIG. 6  illustrates the Advertisement Publication Module of the system, in greater detail.  
       FIG. 7  illustrates the Call Handling Module of the system, in greater detail.  
       FIG. 8A  shows an example of a user interface that may be presented to a user during advertisement creation, in accordance with one embodiment of the present invention.  
       FIG. 8B  shows a campaign management interface that is presented to a user, in accordance with one embodiment.  
       FIG. 9  shows an example of a search engine result page, which includes an advertisement generated, in accordance with one embodiment of the present invention.  
       FIG. 10  shows an example of an email alert that is sent to an advertiser, when a call is generated, in accordance with one embodiment of the invention.  
       FIG. 11  shows a high level hardware block diagram of a system that may be used to implement the system, in accordance with one embodiment of the invention.  
       FIGS. 12-18  describe processes in accordance with embodiments of the invention to track/credit demand partners.  
       FIG. 19  shows a diagram of a system to make and track phone connections according to one embodiment of the present invention.  
       FIG. 20  shows a diagram of managing advertisement data according to an application programming interface over a network according to one embodiment of the present invention.  
       FIGS. 21-22  illustrate application programming interfaces according to one embodiment of the present invention.  
       FIG. 23  illustrates data objects for application programming interfaces according to one embodiment of the present invention.  
       FIG. 24  shows a method to manage pay per call advertisements according to one embodiment of the present invention.  
    
    
     DETAILED DESCRIPTION  
      In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of the description. It will be apparent, however, to one skilled in the art that the invention can be practiced without these specific details. In other instances, structures and devices are shown in block diagram form in order to avoid obscuring the description.  
      Reference in this specification to “one embodiment” or “an embodiment” means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the invention. The appearances of the phrase “in one embodiment” in various places in the specification are not necessarily all referring to the same embodiment, nor are separate or alternative embodiments mutually exclusive of other embodiments. Moreover, various features are described which may be exhibited by some embodiments and not by others. Similarly, various requirements are described which may be requirements for some embodiments but not other embodiments.  
       FIG. 1  of the drawings illustrates how clients and advertisers interact with each other in accordance with the paid placement, and paid inclusion advertising models of the prior art. Referring to  FIG. 1 , a number of clients indicated by reference numeral  10  are coupled to a wide area network (WAN)  14 , such as the Internet via a communications path  12 . Advertisers  16  are coupled to the WAN  14  via a communications path  18 . The communications paths  12  and  18  may support the TCP/IP protocols, in one embodiment. Each advertiser  16  has a web page  20  which in accordance with the paid placement, and paid inclusion advertising models described above, may be included in a results page of a key word search initiated by a user of a client  10 , which search is performed by an online search engine  19 . Based on the paid placement, or the paid inclusion models, the web page  20  of an advertiser  16  is included within a results page compiled by the search engine  19  and sent via the communications path  12  to the client  10  that initiated the search, so that the web page  20  may be selected or viewed by a user of the client  10  that requested the search. As noted above, if an advertiser  16  does not have a web page  20 , or does not have a web page  20  that is effective at capturing the value of a web visitor, then currently, such an advertiser may not participate, or effectively participate, in performance-based marketing such as paid placement, and paid inclusion programs.  
      Further, the techniques disclosed herein are not limited to publishing or providing advertisements for the advertisers  16  through web pages. Thus, in alternative embodiments, the unique telephone number assigned to an advertiser may be published or provided using a directory without the creation of a web page for the advertiser. The directory may be an existing directory or a new directory. The placement or ranking of the telephone number within the directory may be controlled through ranking techniques described below.  
      Referring now to  FIG. 2  of the drawings, a method for allowing advertisers to participate in a pay per call advertising program, without requiring that the advertisers have a web presence, in accordance with one embodiment, is illustrated. As will be seen, the clients  10  are coupled to the WAN  14  via the communications path  12 , as before. However, the communications path between the advertisers  16  and the WAN  14  is purely optional. In other words, the techniques of the present invention, allow an advertiser  16  to participate in a performance-based advertising program without the requirement that the advertiser  16  be coupled to the WAN  14  via the communications path  18 . In fact, in accordance with the techniques disclosed herein, it is not necessary that the advertisers  16  have web pages. Instead, in accordance with the techniques disclosed herein, an alternative non-web based communications path  22  is provided between the clients  10  and the advertisers  16 . According to embodiments of the present invention, the non-web based communications path  22  may be provided by a conventional telephone network. Alternatively, the non-web based communications path  22  may utilize Voice Over Internet Protocol (VoIP) technology to couple a client through switches of the network  14 , and switches of a public telephone network, in a manner that does not require the advertisers  16  to have a connection to the network  14 . In addition, the advertiser could be notified via other media channels, such as email, chat, instant message, VoIP clients, etc.  
       FIG. 3  of the drawings illustrates a technique to establish the non-web based communications path  22  of  FIG. 2 , in accordance with one embodiment. Referring to  FIG. 3 , at block  26 , a unique telephone number is assigned to an advertiser  16 . Thereafter, at block  28 , an advertisement associated with the advertiser  16  is provisioned or published on a publication or media channel on behalf of the advertiser. The advertisement includes either the unique telephone number, or a reference to the unique telephone number. At block  30 , telephone calls to the unique telephone number are monitored, as will be described. At block  32 , the advertiser is charged based on the phone call activity through the assigned telephone number, as will be described.  
       FIG. 4  of the drawings shows a functional description of a system to implement the method of  FIG. 3 . Referring to  FIG. 4 , the system includes account creation and management module  34 , advertisement publication module  36 , call handling module  38 , and billing module  40 . In alternative embodiments, additional, less, or different modules may be included in the system without departing from the invention.  
      The components of the account creation and management module  34 , in accordance with one embodiment, are shown in more detail in  FIG. 5  of the drawings. Referring to  FIG. 5 , it will be seen that the account creation and management module  34  includes a user interface module  44 , an advertisement creation module  46 , and a payment specification module  48 . The user interface module  44  includes logic to present information to a user, and to receive information from the user. For example, in one embodiment, the user interface module  44  causes a web page such as the web page  112  of  FIG. 8  to be displayed on a browser of a client.  
      The advertisement creation module  46  includes text creation logic  50 . The purpose of text creation logic  50  is to allow an advertiser  16 , or an agent working on behalf of an advertiser  16 , to input text for an advertisement which is ultimately created by the advertisement creation module  46 . In order to enhance understanding of the present invention, for the remainder of this description, a local business enterprise called “Burt&#39;s Plumbing” will be used as an example of an advertiser that may benefit from the techniques disclosed herein. Burt&#39;s Plumbing may or not have direct connectivity to the network  14 . If Burt&#39;s Plumbing does not have direct connectivity to the network  14 , then a representative of Burt&#39;s Plumbing (hereinafter “Burt”) will have to gain access to a computer that does have connectivity to the network  14  in order to view the web page  112  of  FIG. 8A . For example, Burt could use a computer of a friend, a computer at a local library, etc. In another embodiment, a search operator, an Internet yellow page provider or other type of publisher could perform or administer this activity on behalf of Burt. The text creation logic  50  allows Burt to input for e.g. the text “Burt&#39;s Plumbing in San Francisco. Check out our special deals,” which will be included in the advertisement when it is rendered. The module  46  also includes key word association logic  57  that allows Burt to input certain key words which are then associated with Burt&#39;s advertisement. The idea here is that when one of the clients  10  initiates a search through the search engine  19  using a key word that matches one of the key words entered by Burt, then Burt&#39;s advertisement will be displayed within a result of the search. Since Burt&#39;s Plumbing is not a national operation or enterprise it is necessary to display Burt&#39;s advertisement to clients within a certain geographic area. Thus, the module  46  includes location determination logic  54  that builds a geographic location association to Burt&#39;s advertisement. In one embodiment, the location determination logic  54  allows Burt to select a particular geographic location of interest, say for example San Francisco, so that Burt&#39;s advertisement will be displayed to clients searching within the San Francisco area.  
      In one embodiment, the module  46  also includes telephone number auto generation logic  56  that automatically generates a unique telephone number, maps the unique telephone number to Burt&#39;s actual telephone number such that when the unique number is called, Bert&#39;s phone rings, and associates the unique phone number with Burt&#39;s advertisement. In one embodiment, the telephone number is generated or selected from a pool of numbers at the time the advertisement is created; alternatively, the telephone number is generated or selected at the time the advertisement is being requested for display. In one embodiment, the telephone number that is automatically generated, may be a toll free number. In one embodiment, the telephone number may be a local number with the same area code as Burt&#39;s actual telephone number. In one embodiment, the telephone number may be an easily recognizable 800 number, modified by a unique extension mapped to Burt&#39;s business telephone number. For example, in one embodiment, a number could be the number “1-800-YEL-PAGES-1234. ” The 1234 portion of the 800 number is the unique extension that is mapped to Burt&#39;s telephone number so that when a searcher calls the number 1 800 YEL PAGES-1234, the call will be automatically routed to Burt&#39;s telephone as will be described in more detail below.  
      In one embodiment, the telephone number (e.g., a traditional telephone number with or without an extension, or a VoIP-based telephone reference, such as a Session Initiation Protocol (SIP) address) is automatically generated or selected at the time the advertisement is being requested for display. Alternatively, the telephone number assigned to the advertiser is generated or selected at the time the system accepts the submission of the advertisement from the advertiser. Alternatively, the telephone number assigned to the advertiser is generated or selected at the time the advertisement is being activated for publication via the system.  
      In one embodiment, the advertisement creation module  46 , automatically inserts the unique telephone number assigned to Burt directly into Burt&#39;s advertisement. Alternatively, click to call logic  58  may be invoked in order to generate a button, or a clickable telephone number, which is automatically inserted into Burt&#39;s advertisement, so that when the button or telephone number is selected or clicked by a user operating a client  10 , a telephone call is automatically initiated to Burt&#39;s telephone number.  
      The module  46  also includes on/off logic  60  that allows Burt to selectively turn on or turn off an advertisement. Alternatively, the turn on/off logic  60  allows Burt to assign an active or an inactive status to a particular advertisement. When an advertisement is turned off or flagged as inactive, it is considered withdrawn, at least temporarily, from an advertisement campaign, and is therefore not published e.g. through the search engine  19 . Alternatively, only advertisements that are turned on, or have a status of “active” are published in accordance with the techniques disclosed herein.  
      The module  46  includes smart connect logic  62  that allows automatic routing of calls to various telephone numbers. For example, Burt may include a primary telephone number, and one or more secondary telephone numbers to be associated with his advertisement. Thus, in one embodiment, the smart connect logic  62  first routes the call to Burt&#39;s primary telephone number, and if no connection is achieved, then tries cyclically through Burt&#39;s list of secondary telephone numbers, until a connection is achieved.  
      The module  46  also includes arrange a call logic  64  that allows a searcher to input a time at which the searcher wishes to speak to Burt. The system then contacts Burt in order to arrange the call with the searcher. Burt may be contacted in a variety of ways, for example by sending a facsimile to Burt, by sending an email to Burt, by telephoning Burt, etc. to alert him of the arranged telephone call. In alternative embodiments, additional, less, or different logic may be included in the advertisement creation module without departing from the invention.  
      The payment specification module  48 , allows Burt to select a particular model and various parameters associated with billing. The module  48  includes flat fee logic  66  that presents an option to Burt through the user interface module  44 , which if selected will cause Burt to be billed on a flat fee basis for each telephone call received within a particular category, or subcategory, or keyword. The module  48  also includes bid for placement logic  68 , that, through the user interface module  44 , presents an option to Burt to choose to be billed on a bid-for-placement basis, as described above. The logic  68  supports proxy bids, and maximum/minimum bids.  
      The module  48  also includes spending level logic  70  that allows Burt to specify daily/weekly/monthly spending levels. The specified spending level essentially defines a budget per time period such that if the budget is exceeded within a particular time period, then Burt&#39;s advertisement will be automatically flagged as inactive or turned off, for the remainder of the time period. Burt is notified of this activity by the system and Burt is given the option of reactivating his advertisement by adding additional funds to his account. Alternatively, Burt may provide payment information (e.g., a credit card number or bank account) to the system such that the system can automatically transfer additional funds, when needed, to his account according to the payment information.  
      In one embodiment, the billing module  40  includes logic to automatically waive charges for leads (calls) from searchers/customers who have called Burt recently. For example, if a customer calls on one day, and then dials the same number for a follow-up call a day later, the system automatically waives the charge for the second call since this lead has already been paid for. Thus, the advertiser (Burt) does not have to be concerned about a customer using the advertised telephone number more than once and causing multiple charges. In one embodiment, the system of the present invention may be configured to waive the charges on leads from customers who have already called a particular advertiser within a specified number of days. In alternative embodiments, additional, less, or different logic may be included in the system.  
      Referring now to  FIG. 6  of the drawings, the components of the advertisement publication module  36 , are shown in greater detail. As will be seen, the module  36  includes an advertisement engine  74 , and an advertisement syndication engine  76 . The purpose of the advertisement engine  74  is to automatically provide Burt&#39;s advertisement on a particular channel. In some embodiments, the advertisement engine  74  causes a campaign management interface  113  (see  FIG. 8B  of the drawings) to be displayed to an advertiser. The interface  113  allows the advertiser to optionally choose a channel, e.g., Ingenio, and a category in which the advertisement is to be provisioned/published. The interface  113  allows the advertiser to specify the maximum bid amount that the advertiser is willing to pay to provision the advertisement using the selected channel and category.  FIG. 9  of the drawings shows an example of a web page  112  within which includes an advertisement rendered/provisioned in accordance with the techniques described herein. In one embodiment, this publication channel may be a web-based publication channel which is operated by an operator of the system of the present invention.  
      Alternatively, the syndication engine  76  may be used to syndicate Burt&#39;s advertisement to a number of third parties that host publication channels selected by Burt. Thus, in one embodiment, the syndication engine  76  may cause Burt&#39;s advertisement to be syndicated to third party search engines, Internet yellow pages, online directories, and other media.  
      As will be seen in  FIG. 6  of the drawings, the advertisement engine  74  includes price per call logic  78 , activity history logic  80 , call status logic  82 , connection success logic  84 , manual indexing logic  86 , and random logic  88 . Each of the logic components  78 - 88  controls a parameter that forms a basis of how Burt&#39;s advertisement is ultimately provided. The price per call logic  78  causes Burt&#39;s advertisement to be published on a price per call basis. Thus, for example, if Burt is willing only to pay a low amount for each call, then his advertisement will be placed or ranked low down within a search result page or category of advertisers. Alternatively, if Burt is willing to pay a high price per call, then his advertisement will be placed higher up in the search result page or category of advertisers. The table below shows how the price per call logic  78  would rank or place advertisers within a channel based on a bid amount per call that an advertiser is willing to pay:  
                                       Placement   Advertiser   (Bid Amount per call)                  1   800-349-2398   ($3.88)       2   866-324-3242   ($3.22)       3   800-323-5321   ($2.01)                  
 
      The activity history logic  80  analyzes the number of calls Burt received in a give time period, for example, the last day/week/month, and will rank Burt&#39;s advertisement within a display page based on the activity history. The call status logic  82 , examines the status (active or inactive) of Burt&#39;s advertisement, and selectively publishes Burt&#39;s advertisement based on the status. The connection success logic  84  measures a connection success rate for calls to the telephone number assigned to Burt&#39;s advertisement and ranks Burt&#39;s advertisement within a display page based on the connection success rate. For example, if Burt&#39;s telephone number enjoys a low connection success rate then the logic  84  will cause Burt&#39;s advertisement to be ranked lowly within a publication page. The manual indexing logic  86  allows an operator to manually index or rank Burt&#39;s advertisement within a publication page. The random logic  88  allows Burt&#39;s advertisement to be randomly ranked or placed within a result page. In one embodiment, the ranking of Burt&#39;s advertisement within a display page may be based on any combination of the parameters controlled by the logic components  78 - 88 , which may be dictated by a third party who employs the system. In alternative embodiments, additional, less, or different logic may be included in the advertisement engine  74  without departing from the invention.  
      In one embodiment, an advertisement engine  74  further includes one or more modules for searching advertisements according to a query request, sorting advertisements, allocating real time communication references (e.g., traditional telephone numbers, SIP address, user ID of instant messaging system, etc.).  
      Referring now to  FIG. 7  of the drawings, the components within the call handling module  38  include a call routing engine  92 , and a call monitoring engine  94 . As will be seen, the call routing engine  92  includes redirect logic  96  to cause redirection of a telephone call to the number assigned to Burt&#39;s advertisement. The redirection is to a telephone number specified by Burt during creation of the advertisement using the advertisement creation module  46 . The call routing engine  92  also includes VoIP logic  98  to route a telephone call to or from a client to a telephone number specified by Burt in the advertisement using VoIP technology.  
      The call routing engine  92  may also include prompt logic  99  that causes a prompt to be played to a caller before routing of a telephone call to Burt&#39;s telephone number. In one embodiment, the prompt logic  99  plays an information prompt to the caller to inform the caller of Burt&#39;s actual telephone number. Thus, the caller may, in future, call Burt directly using Burt&#39;s actual telephone number instead of the telephone number assigned to Burt by the system. In such cases, Burt will not be billed by the system for telephone calls to his actual telephone number. In one embodiment, the prompt logic  99  may also cause an information prompt to be played to Burt to inform Burt of the source of the telephone call. In some cases, the prompt logic  99  may cause an email or facsimile alert to be automatically generated and sent to an advertiser, in order to inform the advertiser of the telephone number of the caller. An example of such an email is shown in  FIG. 10  of the drawings and is marked as reference numeral  116 . In alternative embodiments, additional, less, or different logic may be included in the call routing engine  92  without departing from the invention.  
      The call monitoring engine  94  includes call number logic  100  to track the number of calls generated in response to Burt&#39;s advertisement. The call monitoring engine  94  also includes Automatic Number Identification (ANI) logic  102  to identify the number of unique numbers of callers that call Burt, automatically. The call monitoring engine also includes call length logic  104  that monitors the length of each call to Burt. Connection status logic  108  monitors whether a call is successful, whether an engaged or busy tone is encountered, or whether Burt simply did not answer his telephone. Based on information supplied by logic components  100   106 , a report is compiled and may be viewed by Burt. In one embodiment, the report includes a number of calls, the number of calls from unique telephone numbers, the telephone numbers of the callers, the length of each call, and the number of calls that were successful, for which an engaged tone was returned, or that went unanswered. The report may be used by Burt in order to monitor the effectiveness of an advertisement campaign, and to optimize the campaign. In alternative embodiments, additional, less, or different logic may be included in the call monitoring engine  94  without departing from the invention.  
      In one embodiment, the advertising publication module may publish the advertisement on a telephone-based advertising service. For example, the advertisement can be delivered to a consumer through audio as part of a voice portal or telephone-based directory such as a 411 telephone directory.  
      Referring to  FIG. 11  of the drawings, reference numeral  150  generally indicates hardware that may be used to implement the above-described system. The hardware  150  typically includes at least one processor  152  coupled to the memory  154 . The processor  152  may represent one or more processors (e.g., microprocessors), and the memory  154  may represent random access memory (RAM) devices comprising a main storage of the hardware  150 , as well as any supplemental levels of memory e.g., cache memories, non-volatile or back-up memories (e.g. programmable or flash memories), read-only memories, etc. In addition, the memory  154  may be considered to include memory storage physically located elsewhere in the hardware  150 , e.g. any cache memory in the processor  152 , as well as any storage capacity used as a virtual memory, e.g., as stored on a mass storage device  160 .  
      The hardware  150  also typically receives a number of inputs and outputs for communicating information externally. For interface with a user or operator, the hardware  150  may include one or more user input devices  156  (e.g., a keyboard, a mouse, etc.) and a display  158  (e.g., a Cathode Ray Tube (CRT) monitor, a Liquid Crystal Display (LCD) panel).  
      For additional storage, the hardware  150  may also include one or more mass storage devices  160 , e.g., a floppy or other removable disk drive, a hard disk drive, a Direct Access Storage Device (DASD), an optical drive (e.g. a Compact Disk (CD) drive, a Digital Versatile Disk (DVD) drive, etc.) and/or a tape drive, among others. Furthermore, the hardware  150  may include an interface with one or more networks  162  (e.g., a local area network (LAN), a wide area network (WAN), a wireless network, and/or the Internet among others) to permit the communication of information with other computers coupled to the networks. It should be appreciated that the hardware  150  typically includes suitable analog and/or digital interfaces between the processor  152  and each of the components  154 ,  156 ,  158  and  162  as is well known in the art.  
      The hardware  150  operates under the control of an operating system  164 , and executes various computer software applications  166 , components, programs, objects, modules, etc. (e.g. a program or module which performs operations described above. Moreover, various applications, components, programs, objects, etc. may also execute on one or more processors in another computer coupled to the hardware  150  via a network  152 , e.g. in a distributed computing environment, whereby the processing required to implement the functions of a computer program may be allocated to multiple computers over a network.  
      As discussed above, the syndicate engine  76  is used to syndicate Burt&#39;s advertisement to a number of third parties. These demand partners (also referred to herein as syndication partners) can receive a percentage of the advertising revenue generated via the pay-per-call method and system described, herein. Thus, as in the example of the table above, the advertiser of placement  1  pays $3.88 per call received to phone number 800-349-2398. Now suppose the call to the advertiser of placement  1 , resulted from an advertisement presented on a demand partner&#39;s website. The demand partner would be entitled to a percentage of that $3.88. The present method and system offers multiple embodiments for tracking, monitoring, and determining demand partner compensation.  
      In one embodiment, described in the flow diagram of  FIG. 12 , in process  1202  an advertiser (also referred to herein as a merchant or listing) is given a separate telephone number for each separate demand partner that is posting the merchant&#39;s advertisement. As described herein, in multiple embodiments, telephonic references, including telephone numbers and telephone extensions corresponding to a base telephone number, are assigned using the telephone number auto generation logic  56 .  
      In one embodiment, the alias phone number is mapped to the advertiser&#39;s actual phone number, and calls made to the alias are monitored in order to track the respective demand partners. Therefore, in process  1204  billing module  40  tracks and/or credits demand partners a percentage of the revenue charged to the advertiser (or collected from the advertiser) for calls placed to the advertiser&#39;s alias telephone number corresponding to the respective demand partner.  
      In another embodiment, described in the flow diagram of  FIG. 13 , in process  1302  an advertiser receives a single/base (the same) telephone number for a set of the demand partners. In process  1304 , a separate extension is assigned to the advertiser for each of the separate demand partners. More specifically, the separate demand partners list the same telephone number for the advertiser, but also include an extension unique to the respective demand partner. For example, a listing could have the number “(800) new-cars” for the set of demand partners, but each demand partner posting the common telephone number for the advertiser would also provide a separate extension corresponding to the respective demand partner (e.g., ext.  102  corresponding to the XYZ syndication partner, ext.  104  corresponding to the ABC syndication partner, etc.) In process  1306 , billing module  40  tracks and/or credits a demand partner a percentage of the revenue charged to the advertiser (or collected from the advertiser), for calls placed to the advertiser via the telephone extension corresponding to the respective demand partner.  
      In an alternative embodiment, described in the flow diagram of  FIG. 14 , in process  1402  a demand partner uses a base telephone (i.e., a single) number for a set of advertisers. In process  1404 , the demand partner provides a separate extension to each of the advertisers using the same base number. For example, the demand partner could use the telephone number (800) Call XYZ for a set of advertisers, and provide the extension  102  for Joe&#39;s plumbing, and extension  104  for Carl&#39;s plumbing, etc. In process  1406 , billing module  40  tracks and/or credits a demand partner a percentage of the revenue charged to the advertiser (or collected from the advertiser), for calls placed to the advertiser via the base telephone number corresponding to the respective demand partner and the unique telephone extension assigned to the advertiser at the respective demand partner.  
      According to another embodiment, a click-to-reveal method is proposed, as described in co-pending U.S. Patent Application No. 60/552,124, entitled “A Method and Apparatus to Provide Pay-Per-Call Performance Based Advertising and Billing” filed on Mar. 10, 2004, herein incorporated by reference. As described in the flow diagram of  FIG. 15 , in process  1502  a user is presented with an advertisement via a demand partner&#39;s website. The advertisement does not show the advertiser&#39;s complete phone number, but instead contains a hyperlink to reveal the advertiser&#39;s phone number, or the remaining portion of the telephone number. In process  1504 , the advertisement engine  74  monitors the number of click-throughs to reveal the advertiser&#39;s number. In one embodiment, it is assumed that each click-through from a demand partner results in a call to the respective advertiser. As a result, in process  1506  billing module  40  tracks and/or calculates an amount to credit a demand partner based at least in part on a number of click-throughs to reveal an advertiser&#39;s telephone number.  
      In yet another alternative embodiment, a demand partner is provided with a click to call format. In one embodiment, as described in the flow diagram of  FIG. 16 , in process  1602  in addition to listing a telephone number for an advertiser (or in place of listing a telephone number for the advertiser) a link (e.g., a hyperlink, or an icon, or a button) is provided by the demand partner to initiate establishing a telephone connection between the viewer/customer and the advertiser in response to the viewer/customer activating/selecting the hyperlink provided. In one embodiment, in process  1604 , in response to activating/selecting the hyperlink provided, the viewer/customer is prompted for their telephone number to establish the telephone connection with the advertiser. After the customer enters their telephone number, a telephone connection is established between the customer and the advertiser.  
      In yet another embodiment, if the viewer/customer has a VoIP communications device, VoIP logic  98  may connect the advertiser to the viewer/customer without the need for the customer/viewer to provide their telephone number. The VoIP communications device includes telephony devices attached to the user&#39;s computer, as well as mobile communication devices, such as PDA&#39;s and cellular phones.  
      In the embodiment employing a click to call (for PSTN and VoIP connections), in process  1604 , a demand partner providing the click to call option would be tracked/credited (i.e., a percentage of the charge to the advertiser) each time a viewer/customer selects/activates a click to call icon for the respective advertiser.  
      In another embodiment, described in the flow diagram of  FIG. 17 , in process  1702  an advertiser is given one telephone number for a set of demand partners. In process  1704 , credits to the demand partners for calls placed to the advertiser&#39;s listed telephone number are prorated based on a number of page views for the advertiser&#39;s telephone number listing via the respective demand partners. For example, if 70% of the advertiser&#39;s page views are accessed via demand partner ABC, and 30% of the advertiser&#39;s page views are accessed via demand partner XYZ, the ABC demand partner would receive 70% and the demand partner XYZ would receive 30% of the credits payable to the demand partners for calls placed to the advertiser&#39;s listed telephone number.  
      In another embodiment, described in the flow diagram of  FIG. 18 , in process  1802  at least a first set of advertisers are given unique telephonic reference for each demand partner. One or more advertisers are each given one telephonic reference for a set demand partners.  
      In process  1804 , a statistical sampling of calls to advertisers with the unique telephonic reference is generated. In one embodiment, the statistical sampling represents a sampling of a percentage of calls to an advertiser (or set of advertisers) that originate from an advertisement listed by a first demand partner compared to calls that originate from the same (or similar) advertisement listed by other demand partners. In one embodiment, the samplings may be separated based on a category of advertisers (e.g., restaurants, automobiles, etc.).  
      In process  1806 , the samplings are used as a basis for tracking/crediting the demand partners with a percentage of the charges to at least a set of the advertisers. Consider the example advertisers  1  and  2  are each give a unique telephone, and 70% of the calls to advertisers  1  and  2  are from telephonic references listed by partner ABC. Given the example, an assumption is made that 70% of the calls to the advertisers using a common number among the demand partners, are originated from advertisements listed by partner ABC.  
      Therefore, in one embodiment, based on the statistical sampling, partner ABC would be credited for 70% of the calls placed to the advertisers using a common number among the demand partners. In one embodiment, tracking/crediting the demand partners based on the statistical sampling could also be applied to the advertisers using unique numbers among the demand partners.  
      As described above, telephone-call tracking is used to determine the number of phone calls a particular party, or directory, has received. It can be useful for a variety of purposes. It is particularly useful in measuring the success of advertising. For instance, a telephone directory may offer advertising placements to its advertisers, such as plumbers. By tracking the number of phone calls a particular advertisement has received, the directory can demonstrate the value of its advertising to the advertiser.  
      Telephone-call tracking can be used to measure the effectiveness of a variety of advertising vehicles in addition to the physical yellow-pages phone book. Newspaper classifieds can utilize call tracking, as can television commercials that display phone numbers for consumers to call. By counting the number of telephone calls such advertisements receive, the campaign&#39;s effectiveness can be measured. This is of benefit both to the advertiser and to the directory/publisher.  
      Telephone-call tracking can be also used as such in directories that are online, such as an online yellow pages. Similarly, it can be used to track the success of online search advertising, such as keyword advertising.  
      Telephone-call tracking is particularly useful in pay-for-performance advertising systems, as described in several embodiments above. In pay-for-performance systems, advertisers pay when an advertisement performs. For instance, an advertiser can pay $1 each time a potential customer clicks on an online-search advertisement. Similarly, in pay-per-call advertising systems, such as that described in U.S. patent application Ser. No. 10/872,117, filed Jun. 17, 2004, an advertiser&#39;s payments are linked to the number of calls that advertiser receives. In such a pay per call advertising system, call tracking is vital, since counting the number of calls received determines the amount that the advertiser must pay. In one embodiment, not only are the number of calls received counted but also the time of the call, since in one embodiment an advertiser may bid to pay a higher price per call in order to receive a more prominent placement for their advertisement.  
      In one embodiment, not only is it designed to track the number of calls and precise time of calls, but the demand source at which the caller viewed the advertisement may also be tracked. Online directories can have many different external web sites through which they syndicate the same advertisers, and it can be useful to know from which web site the phone call originated so that, in some cases, the directory can compensate the external web site for having brought customers. Provisional U.S. patent application Ser. No. 60/560,926, filed on Apr. 9, 2004, outlines this case.  
      Tracking phone calls may include publishing a unique phone number that is different from the advertiser&#39;s standard phone number. When a caller views the advertisement, the unique phone number appears, and the caller dials it. The call coming in on the unique phone number is then rerouted, using the call tracker&#39;s telephony equipment, to the advertiser&#39;s standard phone number. In addition to rerouting the call, the call tracker also records that a call was made and the precise time/duration of the call. In a pay-per-call advertising system, this information can be used to bill the advertiser for the call.  
      In cases where directories would also like to identify the demand source of the call, a single advertiser will have to be given multiple unique phone numbers, one for each demand source where that advertiser appears. For instance, the advertisement of a single plumber might be displayed in two different online directories and three different online search engines. In order to track which of these demand sources produced a call from a customer, the single plumber would have to be assigned five different unique telephone numbers. By monitoring which unique phone number was dialed, it can be determined which demand source deserves the credit for producing the call.  
      In one embodiment, the unique telephone numbers assigned to an advertiser and or a demand partner is for a short period of time after the listing of the advertiser containing the unique telephone numbers is presented. After the time period, the telephone numbers can be re-assigned to other advertisers.  
       FIG. 19  shows a diagram of a system to make and track phone connections according to one embodiment of the present invention.  
      In  FIG. 19 , a database ( 1921 ) may contain the phone numbers of target phone A ( 1931 ), target phone B ( 1933 ), . . . , target phone X ( 1939 ), etc. Typically, the target phones belong to the institutions, businesses, individuals, etc, which seek for publicity through various media channels, such as media channel A ( 1901 ) (e.g., web server), media channel B ( 1902 ) (e.g., WAP server), media channel C ( 1903 ) (e.g., short messaging service center), media channel D ( 1904 ) (e.g., custom server), media channel E ( 1907 ) (e.g., cable television), media channel E ( 1908 ) (e.g., news press), media channel G ( 1909 ) (e.g., radio station), etc.  
      In one embodiment of the present invention, the phone numbers of the target phones are not directly publicized over the media channels. Instead, encoded target phone numbers ( 1923 ) are used. Using the encoded target phone numbers ( 1923 ), a user cannot reach target phones directly. The encoded target phone numbers ( 1923 ) allow the association of additional information with the target phone numbers, such as the media channels used, special promotions, etc.  
      The encoded target phone numbers are delivered with content information (e.g., web page, WAP page, short message, television programs, news articles, etc.) to user devices, such as user device A ( 1911 ) (e.g., cellular phone), user device B ( 1912 ) (e.g., personal digital assistant (PDA)), user device C ( 1913 ) (e.g., computer), user device D ( 1916 ) (e.g., receiver), user device E ( 1918 ) (e.g., newspaper).  
      In one embodiment, a user device can include a USB phone, a Bluetooth wireless phone, or one or more speakers or headphones with one or microphones for the implementation of a software based phone.  
      In one embodiment, the user devices/phones support one or more real time communication capabilities, such as VoIP using Session Initiation Protocol (SIP) which may support video and instant-messaging applications, IP phone, regular phone over VoIP service, Bluetooth wireless phone, USB phone, software based phone, and other forms of IP telephony.  
      In one embodiment, the user device can include a television set to receive the advertisement. Further, the television set may have the capability to accept user input so that the television content may be changed according to the user input (e.g., interactive television, web television, internet television, etc.), or be coupled with a set top box which has such capability. The user input may be provided to the content provider through the same communication channel in which the television content/programs are delivered (e.g., a cable system of a cable television system), or a separate channel (e.g., a phone line, an Internet connection, etc.). The user input may include a request to make a connection to an advertiser featured in an advertisement presented in a television program, such as a request for a telephonic connection to the advertiser.  
      In one embodiment, the user devices are mobile devices, such as PDA, cellular phone, etc. The user devices obtain content information, including advertisements, through wireless communication connections, such as cellular communication links, wireless access points for wireless local area network, etc.  
      In one embodiment, a user device (e.g., a cellular phone, a computer, a PDA) can receive content information from multiple types of media channels (e.g., a web server, a WAP server, an SMSC, CHTML, etc.).  
      In one embodiment, a user device is capable to dial a phone call (e.g., automatically according to the encoded phone number embedded in the content information when a user selects the number). Alternatively, a user may manually dial a phone call using a separate phone, such as user phone S ( 1917 ) or user phone T ( 1919 ).  
      In one embodiment of the present invention, dialing at least a portion of an encoded target phone number connects the phone call to a phone decoder and router ( 1925 ) first. According to the encoded target phone number dialed, the phone decoder and router ( 1925 ) determines the corresponding target phone number using the database ( 1921 ) and connects the phone call to the corresponding target phone (e.g., one of target phones  1931 - 1939 ) through the telephone network ( 1927 ).  
      Note the telephone network ( 1927 ) may be circuit switched, packet switched, or partially circuit switched and partially packet switched. For example, the telephone network may partially use the Internet to carry the phone call (e.g., through VoIP). For example, the connection between the user phone/device and the phone decoder and router ( 1925 ) may be carried using VoIP; and the connection between the phone decoder and router ( 1925 ) may be carried using a land-line based, circuit switched telephone network.  
      In one embodiment of the present invention, the information associated with the encoded target phone number, such as the media channel used to provide the encoded target phone number to the users, is also decoded/retrieved using the database ( 1921 ). Thus, the information associated with the encoded target phone number can be tracked/stored.  
      In one embodiment, the phone decoder and router ( 1925 ) also determines the phone number of the user through Automatic Number Identification (ANI). ANI is a phone system feature that provides the billing phone number of the person making the phone call.  
      The information about the caller, target phone number, the media channel used for delivering the contact information to the user can be used to bill the caller and/or the target phone number, and provide credit/compensation for the corresponding media channel.  
      For example, the advertisements for target phone numbers can be paid for on a pay per call basis. Monitoring and tracking the calls can be used for billing the advertisers. Alternatively, the users may be seeking the contact information on a pay per call basis. Monitoring and tracking the calls can be used for billing the users.  
      In one embodiment of the present invention, the additional information associated with the encoded target phone number is used to provide credit/compensation to the operators of the corresponding media channels that are responsible for leading the users to the phone calls to the target phones. The system can further track the time and duration of the phone calls and other information, such as conditional promotions, electronic coupons, etc.  
      The information about the media channels that are responsible for leading the users to the phone calls to the target phones can also be useful for the advertisers. The advertisers may wish to know which media channel is more effective in reaching users. For example, using the statistic information about the media channels which successfully bring in phone calls, the advertisers may fine tune advertisement strategies. Further, different media channels may charge differently for the advertisements; and the advertisers may bid differently on different media channels for their advertisements.  
      In one embodiment of the present invention, an encoded target phone number has the same number of digits as a standard phone number (e.g., a typical telephone number assigned by a telephone company). Thus, dialing the encoded target phone number is as easy as dialing the target phone number; and dialing the target phone number reaches the phone decoder and router ( 1925 ). In such an arrangement, a large number of encoded phone numbers are generally required to differentiate the different target phones and different media channels.  
      In one embodiment of the present invention, an encoded target phone number has more digits than a standard phone number. A first portion of the encoded target phone number has the same number of digits as a standard phone number to reach the phone decoder and router ( 1925 ) through the telephone network ( 1927 ); and a second portion of the encoded target phone number is to be decoded by the phone decoder and router ( 1925 ). For example, the Dual Tone Multi-Frequency (DTMF) decoder can be installed in the phone decoder and router ( 1925 ) to detect the second portion of the encoded target phone number dialed at the user phone. The detected phone number can then be used to recover the target phone number. In one embodiment, a human operator or an interactive voice response (IVR) system can be used to receive the second portion of the encoded target phone number for decoding.  
      When an encoded target phone number has more digits than a standard phone number, the additional digits can be implemented as a telephone extension, or as input to an IVR system. In one embodiment, an encoded target phone number includes a Session Initiation Protocol (SIP) address for the initiation of a VoIP call to the system.  
      In one embodiment of the present invention, a single telephone number is used to reach the phone decoder and router ( 1925 ) for different target phone numbers; and the portion of the encoded target phone number that is used to reach the phone decoder and router ( 1925 ) is not used in determining the information associated with the encoded target phone number.  
      Alternatively, multiple telephone numbers can be used to reach the phone decoder and router ( 1925 ); and the entire encoded target phone number can be used to determine the information associated with the encoded target phone number.  
      In one embodiment of the present invention, the encoded target phone numbers can have different numbers of digits. The advertisers may be arranged to bid for shorter encoded target phone numbers.  
      In one embodiment of the present invention, the encoded target phone numbers are assigned only when needed for use in a media channel. For example, when a query is received at the server of the system, the system assigns phone numbers for the advertisements that satisfy the query.  
      In one embodiment, a look-up table approach is used to encode the information. For example, the database ( 1921 ) keeps track of the information about the media channel and the target phone number (and other information, if any) for the encoded target phone number so that the encoded target phone number can be used as a key to retrieve the corresponding information. Thus, it is not necessary to have a predetermined structure to encode the information about the media channels and the target phone number.  
      Alternatively, algorithms can be used to generate and encode target phone number and associated information. For example, a predetermined algorithm may be used to encode different information in the target phone number. For example, the target phone number may include a number of fields separated by “*” or “#”. Each of the fields can be decoded separately (e.g., from a separate look up table or a mapping algorithm) to determine the target phone number, identity of the media channel, etc.  
      For example, a set of parameters can be mapped from a string of characters to a string of numerical digits as a part of the encoded target phone number; and the string of numbers can be mapped back into the string of characters at the phone decoder and router ( 1925 ). When such a mapping scheme is used, a look up table is not necessary. For example, an encoded target phone number may include a first portion that is the phone number of the phone decoder and router ( 1925 ), a second portion that is the target phone number appended with a number mapped from an identifier of the media channel. To prevent the user from dialing the target phone number directly, an encryption/scrambling scheme can be used to encode the second portion, which is decoded at the phone decoder and router ( 1925 ).  
      In one embodiment of the present invention, the phone decoder and router ( 1925 ) determines the target phone number from the encoded target phone number dialed by the user and then dials the target phone number for the user and joins/bridges the phone calls so that the user can talk to the target phone.  
      In one embodiment of the present invention, users dial the encoded target phone numbers manually. A user can dial the encoded target phone number regardless of the user device used and the media channel used.  
      Alternatively, in one embodiment, user devices can automatically dial the encoded target phone numbers. For example, a cellular phone, a computer or a PDA can dial a phone number using a Dual Tone Multi-Frequency (DTMF) generator. In one embodiment of the present invention, the encoded target phone numbers are presented in the content information in a format such that when the user selects the phone number the user device (e.g., a cellular phone or a computer) dials the encoded target phone number for the user. The user selection may be in the form of an keyboard/keypad input, a touch pad input, a track ball input, a mouse input, a voice command, etc.  
      In one embodiment, the user device initiates the phone call through a VoIP system when the user selects the encoded target phone number.  
      In one embodiment of the present invention, the user device dials the phone number for the user without the user manually pressing the sequence of the encoded target phone numbers. This greatly simplifies the process of make the phone call. Since a user device can dial a long sequence of number easily, a large number of digits can be used to encode the information without presenting any difficulties for the users.  
      In one embodiment of the present invention, the encoded target phone numbers are formatted so that the user device dials a first portion of the encoded target phone numbers to access the phone decoder and router ( 1925 ), pauses for a short period of time for the phone decoder and router ( 1925 ) to prepare for receiving the second portion of the encoded target phone numbers, and then dials the second portion of the encoded target phone numbers. Thus, the user device provides a user-friendly way of dialing the encoded target phone numbers; and, making the phone call can be as easy as making a “click” to access a web page.  
      In  FIG. 19 , the user device initiates the phone call. Alternatively, a phone router may be used to initiate phone calls both to the user device (or a separate user phone) and the target phone and then join/bridge the phone calls to connect the user to the target phone. For example, when the user selects the encoded target phone number, the selection of the target phone number is transmitted to the phone router with the user phone number.  
      The user phone number can be automatically determined through ANI, or through a user preference setting, or through an entry submitted with the selection of the encoded target phone number.  
      In one embodiment, the selection of the encoded target phone number is transmitted to the corresponding media channel, which forwards the request for making the phone call to a server (e.g., a web server) connected to the phone router. Alternatively, the content information can be formatted so that the selection is sent directly to the server that is connected to the phone router.  
      When the router starts the phone calls, the encoded target phone number can also include alphabetic characters (and/or other characters). The server and/or the phone router can decode the encoded target phone number to recover/retrieve the target phone number and other associated information, such as the identity of the media channel that is creditable for providing the encoded target phone number to user.  
      In one embodiment of the present invention, an advertisement is presented to end users around the globe without geographical area limitations. For example, an advertiser may provide services and/or products to customers around the globe. The advertisement may be delivered to the worldwide users of the Internet.  
      In one embodiment of the present invention, the intended audience of an advertisement is the population in a particular geographical area or people interested in a particular geographical area. For example, an advertiser may limit its service area within a geographical area, where the advertiser can provide services and/or products to the customers more effectively. For example, a business may better serve the customers within a convenient walking/driving distance to the site of the business. A business may limit the service area within a city, a county, a state, a country, or other types of regional areas. Further, a large business entity having offices around the world may want to attract customers in different geographical regions to different offices for better services.  
      In one embodiment of the present invention, a target geographic area is specified for publicizing a phone number which can be used to reach an advertiser. The target geographic area information can be used to effectively reach potential customers and connect the customers to the corresponding phones of the advertisers.  
      For example, in one embodiment, the advertiser can specify a geographic service area corresponding to a phone number. The service area may be specified in terms of radius, city, region, state or national boundary, etc. The service area can be used to limit the delivery of the advertisement to customers seeking information in the corresponding geographic area. The service area can be used to stream information into a mobile device when the mobile device enters the service area, with or without explicit request from the user of the mobile device. The service area information can also be used to route the phone to the corresponding one of the offices of the advertiser, based on the location of the caller, if the advertiser has more than one office.  
      In one embodiment of the present invention, an advertisement presented in a media channel is for a single advertiser. The end user selects an advertiser according to the advertisements presented on behalf of individual advertisers; and the phone decoder and router connects the end user and the selected advertiser according to the encoded target phone number individually publicized in the advertisement for the advertiser. When the user views the online advertisements, the selection of the advertiser is based on the online information.  
      In one embodiment of the present invention, an advertisement is presented in a media channel for a group of advertisers, such as a group of mortgage brokers. The advertisement contains an encoded target phone number which is reachable to the group of mortgage brokers. When the encode target phone number is selected or used, the selection of a particular advertiser is performed at the phone decoder and router.  
      For example, a toll-free number is published to advertise mortgage brokers in a particular geographic area. When a consumer dials the toll-free number, the call is routed to the highest bidding mortgage broker who is available in that market.  
      The phone decoder and router may select the target advertiser according to the bidding of the advertisers for the advertisement. The advertiser who places the highest bid is the winner for the call. Alternatively, or in combination, other types of selection criteria can also be used. For example, the user may be interested in advertisers in a particular geographical region; and the geographical area of interest to the caller can be determined and used in selecting the target advertiser. Further, the user may be interested in a connection without excessive waiting time. The status of the availability of the advertisers to answer the call can be used in ranking the candidates for routing the call.  
      In general, an indicator used to rank the candidates may be a function of a number of parameters, such as the bid for the advertisement, the projected waiting time, an indicator showing a degree of matching to one or more user requirements (e.g., geographic area, service type, etc.), advertisement budget, and others.  
      One embodiment of the present invention includes an Application Programming Interface (API) for managing Pay Per Call advertisements.  
      Application Programming Interfaces (APIs) are designed interfaces through which computers, or computer programs, talk to one another. In general, humans talk to server computers through a user interface like a web browser, while client computers talk to server computers through APIs to get and modify raw data. For instance, to implement Pay Per Call yellow-page listings on a VoIP client, the VoIP client application can use the APIs to interact with a server of the advertisement provider/distributor.  
      For example, the VoIP client application may use the APIs to request listings for display; and the server(s) of the advertisement provider/distributor (e.g., Ingenio) would send the data through the API to the VoIP client application. The VoIP client application can then assemble the data and display it with the particular look and feel according to the design of the VoIP client application.  
      For example, a partner site can use the API to create new pay per call listings. For instance, APIs can be used to call up pay per call advertisements every time a user does a search.  
      In one embodiment of the present invention, an advertisement provider/server distributes advertisements for presentation on various media channels, such as in search result pages (e.g., as sponsored links, as service listings, such as yellow page advertisements, service directories, advertisements in printed media, radio or television, advertisements on mobile communication devices through email or short text messages or audio or video or multi-media messages, etc.)  
      In one embodiment, the advertisements are presented on behalf of the advertisers; and the advertisers pay for the advertisements when the advertisements generate real time communication leads (e.g., telephone calls) to the advertisers. For example, the advertisers may be charged on a per call basis for the telephonic calls generated as a result of the advertisements. Thus, the charge of the advertisements are performance based, measured based on the telephonic calls generated as a result of the advertisements. Alternatively or in combination, the charge may also be partially based on duration of the phone connection (e.g., on a per minute basis); and the fees based on the duration may be charged to the caller and/or the advertiser.  
      In one embodiment, the telephone calls made as a result of the advertisements are monitored. For example, the telephone numbers in the advertisements can be assigned to the advertisers for the advertisements. When the assigned telephone numbers are called, the calls are connected to a connection server before being connected to the advertisers. From the phone number dialed before connecting to the connection server and/or the extension number dialed after connecting to the connection server, the connection server can determine the corresponding advertisers and/or advertisements. The connection server can then connect the calls to the respective advertisers. Thus, the connection server can monitor the calls generated from the advertisements.  
      In one embodiment, a request for a telephone call is transmitted to the connection server together with the telephone number of the consumer and an indication of the advertiser/advertisement. The connection server can then make calls to both the consumer and the advertiser separately and then connect the calls to join the consumer and the advertiser for telephonic conversation. Thus, the connection server can monitor the calls generated from the advertisements.  
      In one embodiment, the telephonic connection between the consumer and the advertiser is based on VoIP (Voice over Internet Protocol). The connection between the VoIP applications may be established with or without the help of a centralized server. For example, the VoIP applications may relay the online presence information/availability status on the network without a centralized server. In one embodiment, the VoIP applications are designed to report the information about the call (e.g., when the call is made, the duration of the call, etc.) to a server (e.g., a centralized server of the VoIP system or a server of the advertisement provider/distributor).  
      In one embodiment, the advertisers may set their bids for the advertisements on a per call basis. The advertisements are distributed based at least partially on the per call price bids specified by the advertisers.  
      In one embodiment, an advertiser may use a graphical user interface of a client application to interact with a server of the advertisement provider to manage the advertisement. In one embodiment, the client application uses the Application Programming Interface according to embodiments of the present invention. In one embodiment, a supply partner may manage advertisements through the Application Programming Interface on behalf of a plurality of advertisers, with or without a graphical user interface.  
      In one embodiment of the present invention, the advertisement provider provides an Application Programming Interface (API) for the management of Pay Per Call advertisements. A third party may use the API to develop user interfaces which may help an advertiser to create, update, delete and get current settings for an advertisement (listing).  
       FIG. 20  shows a diagram of managing advertisement data according to an application programming interface over a network according to one embodiment of the present invention. In  FIG. 20 , the advertisement database ( 2001 ) is maintained via an server application ( 2003 ). A set of application programming interfaces is provided to allow access to the server application ( 2003 ) over a data communication network ( 2005 ). Using the application programming interfaces, a client application ( 2007 ) can be independently developed (e.g., by a third party application developer) to communicate with the server application ( 2003 ). In one embodiment, the application programming interface allows the client application to invoke a set of methods according to pre-defined data interface for providing input and retrieving output.  
      In one embodiment, the API for the management of Pay Per Call advertisements includes a number of methods which an application may invoke to manage the advertisements/listings (e.g., through a web service). In one embodiment, a web service using Simple Object Access Protocol (SOAP), Representational State Transfer (REST), remote procedure call (RPC) via HyperText Transfer Protocol (HTTP) or binary access is used to invoke one or more of the methods of the API. Alternatively, a custom designed communication protocol can also be used.  
       FIGS. 21-22  illustrate application programming interfaces according to one embodiment of the present invention.  FIG. 23  illustrates data objects for application programming interfaces according to one embodiment of the present invention.  
      A method, for example, CreateListing (e.g., Create Listing  2101 ) can be used to create a new listing when the user provides the detailed information about the listing (e.g., Listing  2155 ) together with the identification of the advertiser (e.g., User Specification  2151 ). After the listing is created, the server system provides the calling application with an internal listing identifier (e.g., Listing ID  2131 ) generated by the system. The internal listing identifier can be subsequently used to identify this listing. Optionally, the user may further include an external identifier (e.g., External Listing ID  2153 ) to identify the listing when making the request to create the listing.  
      In one embodiment, the external identifier and/or the internal listing identifier of the listing can be subsequently used to identify the listing. For example, an object (e.g., Listing Specification  2303 ) for the identification of a listing may include a field for specifying the internal listing identifier (e.g., Listing ID  2335 ) and a field for specifying the external identifier (e.g., External Listing ID  2337 ).  
      In one embodiment, an object used to define the specification of an advertisement (listing) (e.g.,  2305 ) includes a number of fields, such as Business Info ( 2341 ) specifying the contact information of the advertiser, Description ( 2343 ) specifying a short advertisement message (e.g., less than 80 characters), Service Area ( 2344 ) of the product and/or service advertised by the listing, Category Specification ( 2345 ) specifying one or more categories of services and/or products of the advertisement, Price Per Call ( 2347 ) specifying the bids for the communication leads (e.g., telephone calls) generated by the advertisement, and Advanced Details ( 2349 ).  
      In one embodiment, an object Business Info ( 2315 ) includes a number of fields, such as Business Name ( 2381 ), address ( 2383 ) of the business/advertiser, phone number ( 2387 ) of the business/advertiser, and fax ( 2389 ) of the business/advertiser. In one embodiment, a phone number or a fax number may include the country code, area code, and/or an extension code. In one embodiment, a field (e.g., Is Address Displayed  2385 ) allows the user to indicate whether or not the specified address ( 2383 ) is to be displayed with the advertisement.  
      In one embodiment, an advertisement can have Advanced Details ( 2311 ), such as Logo ( 2361 ), Hours of Operation ( 2363 ), Payment Options ( 2365 ) (e.g., cash, Visa, MasterCard, American Express, discover, debit, personal check, PayPal, etc), Coupon ( 2367 ), and Ad Details ( 2369 ) which describes for further details of the advertisement.  
      For example, a Logo ( 2307 ) can be specified by a Universal Resource Locator (URL) ( 2355 ) which points to a downloadable image of the logo, and the dimensions of the logo, such as Height ( 2351 ) and Width ( 2353 ).  
      For example, an object for Hours of Operation ( 2313 ) specifies the day of the week (e.g., Day  2371 ), the start time (e.g.,  2373 ) and the end time (e.g.,  2375 ) of the specified day. A number of objects for Hours of Operation ( 2313 ) can be used to specify a schedule during which the advertiser is to be in operation (e.g., to take calls generated from the advertisement).  
      In one embodiment, an electronic coupon can be attached to an advertisement. A coupon ( 2317 ) may include Headline ( 2391 ), Description ( 2393 ) specifying the offer of the coupon, Expiration Date ( 2395 ) of the coupon, and Instructions ( 2397 ) for the redemption of the coupon.  
      A method, for example, UpdateListing (e.g., Update Listing  2103 ) can be used to update an existing listing according to the detailed information provided (e.g., provided via object Listing  2159 ). The listing may be identified using the internal identifier generated by the system when the listing is created, and/or the external identifier provided to the system when the creation of the listing is requested. In one embodiment, an object (e.g., Listing Specification  2157 ) is used to identify an listing for access; and such an object (e.g.,  2303 ) may include the internal listing identifier (e.g., Listing ID  2335 ) that is returned by the system during the creating of the listing and the external listing identifier (e.g., External Listing ID  2337 ) that is specified by the user during the creating of the listing.  
      A method, for example, DeleteListing (e.g., Delete Listing  2105 ) can be used to delete an existing listing. The listing can be identified using the internal identifier generated by the system when the listing is created, or the external identifier provided to the system when the creation of the listing is requested (e.g., using Listing Specification  2161 ). In one embodiment, a number of listings can be deleted in a batch mode when a list of objects specifying that listings is provided.  
      A method, for example, GetUserListings (e.g., Get User Listings  2107 ) can be used to get the listings associated with a specified user (e.g., via an object User Specification  2163 ). In one embodiment, the user may be specified using an internal user ID that is assigned to the user during the creation of the user in the system, and/or be specified using an external user ID that is provided by the user when the creation of the user in the system is requested. In one embodiment, an object ( 2301 ) is used to represent a user; and such an object may include the internal user ID (e.g., User ID  2331 ) and/or the external user ID (e.g., External User ID  2333 ). The internal user ID is created by the system when an account for the user is create using a graphical user interface (e.g., a web based user interface) or an application programming interface. The external user ID is provided by the user when the account is created for the user. In one embodiment, a list of objects (e.g.,  2133 ) specifying the listings of the user is retrieved when the method GetUserListings (e.g., Get User Listings  2107 ) is invoked.  
      A method, for example, GetListingInfo (e.g., Get Listing Info  2109 ) can be used to retrieve the details of an existing listing. The listing can be specified using the internal and/or external identifiers (e.g., via Listing Specification  2165 ). In one embodiment, a number of listings can be retrieved in a batch mode. In response to receiving a list of objects identifying the listings, the system returns a list of objects, each containing the identification of one listing (e.g., Listing Specification  2135 ) and the details of the listing (e.g., Listing  2137 ).  
      A method, for example, GetListingPricePerCall (e.g., Get Listing Price  2121 ) can be used to retrieve the current price per call (bid) stored in the system for the specified listing (e.g., specified using the internal and/or external identifier via Listing Specification  2167 ). In one embodiment, the prices for a number of listings can be retrieved in a batch mode. In response to receiving a list of objects identifying the listings, the system returns a list of objects, each containing the identification of one listing (e.g., Listing Specification  2141 ) and its price (e.g., Price  2143 ).  
      A method, for example, UpdateListingPricePerCall (e.g., Update Listing Price  2123 ) can be used to update/submit the price per call bid in the system for the specified listing (e.g., specified using the internal and/or external identifier via Listing Specification  2171 ). In one embodiment, the price for a number of listings can be updated in a batch mode. In response to receiving a list of objects identifying the listings (e.g., Listing Specification  2171 ) and the price (e.g., Price  2173 ), the system returns a list of objects, each containing the identification of one listing (e.g., Listing Specification  2145 ), its price before the update (e.g., Previous Price  2147 ) and its updated price (e.g., Current Price  2149 ).  
      A method, for example, GetListingStatus (e.g., Get Listing Status  2201 ) can be used to retrieve the status information about a specified listing. In one embodiment, the user may specify the status of a listing as active or paused. When active, the listing is available for selection for presentation to the consumers (e.g., users of a search engine, etc.). When paused, the listing will not be presented even if there is a matching opportunity for presenting the listing. In one embodiment, the system may specify the status of a listing as Active or Paused. In one embodiment, the system may further specify the reason for the Paused status, such as Invoice Approval Pending, Invoice Not Approved, Not Accepted, Budget Limit Reached, Monthly Limit Reached, Credit Card Failed, Credit Card Expired, Credit Limit Reached, Low Funds, No Payment Info, Pending Acceptance, No Payment Plan, etc. The method can be used to retrieve such status information about a listing. In one embodiment, the status information for a number of listings can be retrieved in a batch mode. In response to receiving a list of objects identifying the listings (e.g., Listing Specification  2251 ), the system returns a list of objects, each containing the user specified status (e.g., User Display Status  2211 ) and the system specified status (e.g., System Display Status  2213 ) for one listing.  
      A method, for example, UpdateListingStatus (e.g., Update Listing Status  2203 ) can be used to update/submit the user defined status of a specified listing. For example, the method can be used to receive user input that indicates whether the status of the listing should be active or paused. In one embodiment, the status of a number of listings can be specified in a batch mode. In response to receiving a list of objects identifying the listings (e.g., Listing Specification  2253 ) and the user specified status (e.g., Listing User Status  2255 ), the system updates the status of the listings accordingly.  
      A method, for example, GetListingCategories (e.g., Get Listing Categories  2205 ) can be used to retrieve from the system the current categories under which a specified listing is listed. In general, a listing can be listed in one or more different categories. When a search matches any of the specified categories, the listing may be selected for presentation. In one embodiment, the category information for a number of listings can be retrieved in a batch mode. In response to receiving a list of objects identifying the listings (e.g., Listing Specification  2257 ), the system returns a list of objects, each containing the identification of one listing (e.g., Listing Specification  2215 ) and its category information (e.g., Category Specification  2217 ) that contains one or more categories under which the listing is listed.  
      A method, for example, UpdateListingCategories (e.g., Update Listing Categories  2207 ) can be used to update/submit to the system the categories under which a specified listing is listed. In one embodiment, the listing can be specified using an object (e.g., Listing Specification  2261 ) and category information of the listing can be specified using another object (e.g., Category Specification  2263 ) which contains one or more categories under which the listing is listed.  
      A method, for example, GetCategoryFromSearchTerm (e.g., Get Category From Search Term  2209 ) can be used to retrieve the categories of listings that match and/or are related to the specified key words of a search. For example, the API may accept a string of characters as one or more key words (e.g., Search Term  2271 ).  
      A method, for example, can be used to search categories of listings. The search may be related to a specific address (e.g., a street address specified via object Search Address  2273 ). The search may be limited to the categories of listings that have a service area within a specified geographic area, such as within the city region of the specified address, within the state or nation of the specified address, or a number of units (e.g., miles, street blocks, etc) within the radius of the specified address, etc. In one embodiment, the search may specify that the requirement for the search area is unknown, in which case the server will attempt to determine a geographic area for the search. In one embodiment, the search area is specified via an object (Search Area  2275 ).  
      In one embodiment, in the request for key word based search of categories, the API further receives an indication (e.g., Spell Check  2277 ) of whether or not spell checking is to be performed on the string of search term. In one embodiment, when such a method is executed to retrieve categories based on the search terms, the system can update the search term to indicate the corrected spelling. In one embodiment, the spelling-corrected search term is provided in an object (e.g., Search Term  2221 ). In one embodiment, an indication (e.g., Spell Check Happened  2223 ) of whether a correction has been made to the search term is also provided.  
      In one embodiment, the categories that match the search terms are returned to the calling application after the search (e.g., via an object for Matched Categories  2225 ). The search result may further include a number of top price bids for the listings in the corresponding categories (e.g., the top 5 prices). In one embodiment, an object for describing a matched category (e.g., Category Details  2309 ) includes the category (e.g.,  2357 ) and a number of top price bids (e.g., BidPrices  2359 ) in the category. In one embodiment, the related categories that may fit the search terms are also suggested (e.g., via an object for Related Categories  2227 ).  
      A method, for example, GetListingStatistics (e.g., Get Listing Statistics  2219 ) can be used to retrieve the statistics related to a given listing (e.g., specified using an object Listing Specification  2281 ) during a specified time period (e.g., Time Period  2283 ). Examples of time periods include today, yesterday, week to date, month to date, quarter to date, year to date, etc. In one embodiment, the statistics includes total number of calls (e.g., Total Calls  2231 ), total number of charged calls (e.g., Total Charged Calls  2233 ), overage (e.g.,  2235 , the number of minutes over a predetermined “free connection time” allowed per call, beyond which the communication time may be charged at a predetermined per minute rate), total impressions (e.g.,  2237 , the number of times an advertisement is viewed, which can be estimated based on the number of times the advertisement is being requested or can be tracked based on the number of times the advertisement is loaded into browsers for presentation), total number of unique callers (e.g., Total Unique Callers  2239 ), call through rate (e.g.,  2241 ), average bid position (e.g.,  2243 ), total amount spent on the listing for advertisement (e.g., Total Spend  2245 ), average price per call (e.g.,  2247 ), etc.  
      In general, more or less methods may be implemented for a listing management API.  
      In one embodiment, the API is provided through a web service (e.g., using a web server). Alternatively, other types of services (servers), such as a server with a custom designed communication protocol can also be used.  
       FIG. 24  shows a method to manage pay per call advertisements according to one embodiment of the present invention. In  FIG. 24 , a request is received ( 2401 ) according to an application programming interface over a network connection. Access to manage an advertisement of an advertiser is provided ( 2403 ) via the application programming interface in response to the request (e.g., to create, update, query, delete the advertisement, such as a pay per call advertisement).  
      In one embodiment, the advertisement is to be embedded with a real time communication reference assigned to the advertiser; the real-time communication reference is to be used to request a real time communication connection with the advertiser; and the advertiser is to be charged for communication leads generated via the real-time communication reference embedded in the advertisement.  
      In one embodiment, a specification of the advertisement is stored according to the request; an identification of the advertisement is generated; and the identification of the advertisement is provided via the application programming interface.  
      In one embodiment, the advertisement is identified according to an identification of the advertisement provided in the request; and the advertisement is updated according to a specification provided in the request, or the advertisement is deleted according to the request, or a specification of the advertisement is provided via the application programming interface, or a price per communication lead generated from the advertisement is provided via the application programming interface, or a price per communication lead generated from the advertisement is updated according to the request, or status information of the advertisement is provided via the application programming interface, or a status indicator of the advertisement is updated according to the request to specify whether the advertisement is to be presented, or information specifying one or more categories of the advertisement is provided via the application programming interface, or information specifying one or more categories of the advertisement is updated according to the request, or statistical data related to the advertisement for a time period specified in the request is provided via the application programming interface.  
      In one embodiment, the statistical data includes one or more of: number of communication connections made in response to the advertisement, number of communication leads generated in response to the advertisement, estimated number of presentations of the advertisement, number of unique callers who have requested communication connections in response to the advertisement, call through rate, average bid position of the advertisement, amount spent on the advertisement by the advertiser, and average price per communication lead of the advertisement.  
      In one embodiment, a list of advertisements of the advertiser is provided according to information specifying the advertiser via an application programming interface.  
      In one embodiment, one or more categories matching a set of search criteria specified in the request according to an application programming interface is provided. The set of search criteria may include one or more of a search term, a search address, and a geographic area. In one embodiment, spelling checking is performed on the search term; and a spelling-corrected search term is provided via an application programming interface. In one embodiment, one or more categories related to the set of search criteria is further provided.  
      In general, the routines executed to implement the embodiments of the invention, may be implemented as part of an operating system or a specific application, component, program, object, module or sequence of instructions referred to as “computer programs.” The computer programs typically comprise one or more instructions set at various times in various memory and storage devices in a computer, and that, when read and executed by one or more processors in a computer, cause the computer to perform operations necessary to execute elements involving the various aspects of the invention. Moreover, while the invention has been described in the context of fully functioning computers and computer systems, those skilled in the art will appreciate that the various embodiments of the invention are capable of being distributed as a program product in a variety of forms, and that the invention applies equally regardless of the particular type of machine or computer-readable media used to actually effect the distribution. Examples of computer-readable media include but are not limited to recordable type media such as volatile and non-volatile memory devices, floppy and other removable disks, hard disk drives, optical disks (e.g., Compact Disk Read-Only Memory (CD ROMS), Digital Versatile Disks, (DVDs), etc.), among others, and transmission type media such as digital and analog communication links.  
      Although the present invention has been described with reference to specific exemplary embodiments, it will be evident that the various modification and changes can be made to these embodiments without departing from the broader spirit of the invention as set forth in the claims. Accordingly, the specification and drawings are to be regarded in an illustrative sense rather than in a restrictive sense.