US Patent 7120235 Method and apparatus to provide pay-per-call performance based advertising

In one embodiment, the invention provides a method. The method includes assigning a unique telephone number to an advertiser; providing an advertisement on a media channel on behalf of the advertiser, the advertisement including one of the unique telephone number and a reference to the unique telephone number; monitoring telephone calls to the unique telephone number; and billing the advertiser for telephone calls to the unique telephone number in accordance with a predefined model.