Local Matters Ties Into Pay Per Call

Denver, Colorado-based Local Matters has added pay-per-call advertising to its websites, the company announced today. Local Matters said that it will use Ingenio, a provider of Pay Per Call advertising, to provide listings on its network of web sites. The pay-per-call service provides local merchants and others, to generate a phone call instead of website clicks for online ads. Pay-per-call is the latest frontier in search advertising, and is being used by companies to help attract local advertisers who don't maintain web sites or who prefer a phone call response to their advertising. Local Matters provides software targeted at Yellow Pages publishers.