Did Apple Just Transform Pay-Per-Call (Without Anyone Noticing)?

by Michael Boland
Call monetization is one of the most exciting areas of local advertising I’m watching. For those unfamiliar, this is like search advertising but instead of clicks, the lead form is a phone call. As I’ve written in the past, the call is no longer the unsexy cousin of the click. This has taken off in the smartphone era where the search device and the phone are fused.Read the full article