MSN has forged a deal with pay-per-call company Ingenio to power paid ads on MSN's mobile search service, according to a report in
The Wall Street Journal. The agreement calls for Ingenio to
serve one ad above the organic search results, per the
Journal. Users could click on the ad to immediately call the marketer; advertisers would be charged a pay-per-call basis. AOL also has a
deal with Ingenio to power pay-per-call ads on AOL's
search engine, and also power's the
company's
mobile search. Yahoo also
is testing paid mobile search ads.
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