ATT acquired Ingenio, a pay per call technology that allows advertisers to track responses to specific ads by providing unique phone numbers.
Ingenio was founded in 1999 and has raised a total of $109 million in venture capital money, according to the article in Digital Media Wire.
This technology will be a nice additional to ATT's mobile advertising service. It also illustrates how important it is to be able to track who is watching ads and taking action - a need that webcasting meets.
Webcasting is an unsurpassed lead generation tool.
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