Patent ID: 7428497

Claim:
A method, comprising: receiving a search request via a first of multiple demand partners; selecting an advertisement based on the search request; assigning a first telephone reference of a connection provider to an advertiser of the advertisement, the first assigned telephone reference to replace a previous separate telephone reference of the advertiser within the advertisement, and the first assigned telephone reference to further identify the first demand partner to provide the advertisement; providing the advertisement, including the first assigned telephone reference, to a mobile communication device via the first demand partner, to receive a telephone call at the connection provider from the mobile communication device via the assigned telephone reference; in response to a telephone call via the first assigned telephone reference, identifying the previous separate telephone reference of the advertiser and identifying the first demand source; and connecting the received telephone call to the separate telephone reference of the advertiser to track telephone connections to the advertiser established via calls to the first assigned telephone reference included in the advertisement provided via the first demand partner; and charging the advertiser a predetermined fee for the advertisement provided to the mobile communication device, in response to connecting the telephone call received by the connection provider at the first telephone reference provided in the advertisement, to the separate telephone reference of the advertiser.