Patent ID: 7792257

Claim:
A method of operating a telephony system, the method comprising: connecting a call from a caller to a call processing entity; receiving voice information from the caller during a time period associated with the call; processing the voice information to provide one or more elements of waveform characteristics associated with the voice information using a first computer process; associating the one or more elements associated with the voice information to one or more categories of human entities using a second computer process; identifying the one or more categories of the human entities to predict a gender of the caller using a third computer process; determining one or more advertisements associated with the identified one or more categories; and providing an advertisement, among said one or more advertisements, to the caller, wherein the advertisement is selected in part based on a match between the gender of the caller and a gender selection preference, wherein the selection of said one advertisement is selected in part based on an expected value calculation, the expected value calculation being an expected value to be received by said system by playing said selected advertisement among said one or more determined advertisements.