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Skype launches Click & Call ad program

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Luxembourg—Internet telephone service provider Skype has introduced a pay-per-call advertising product called Click & Call that turns phone numbers into little ads similar to pay-per-click search ads.

When specially highlighted phone numbers appearing on websites are clicked on, the Skype software is launched and the caller is connected to the company. As with paid search ads on search engines, businesses pay Skype based on the volume of calls they receive and can set monthly budgets.

Phone call advertising company Marchex Inc. is Skype's partner on the service and will share in the revenue. Marchex is setting prices, providing analytics for the service and offering it to third-party resellers.

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