• ClickZ, Thursday, January 12, 2006 10:31 AM

Google is attempting to copyright an application that considers such criteria as a device's screen size, its connection speed, and input capabilities, in determining whether to serve an ad to a Web page or trigger a phone call to the advertiser. The technology uses a method of scoring ads based on the limitations of a device, users' demonstrated behaviors, an ad's relevance, and ad pricing in determining which type of ad to show consumers. In its patent application, Google said this new "call-on-select" feature would be helpful to both consumers and advertisers because users wouldn't have to wait for Web pages to download (which can be a problem with low-bandwidth devices) in order to be connected. The Kelsey Group, a market research firm, says that 71 percent of small business advertisers, for example, would rather receive a phone call than a click in a performance-based ad model. In November, Google unveiled click to call ads on its Web site, but has yet to announce such a service for mobile phones.

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