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Ingenio has a head start but the marketplace will continue get more crowded.
Assuming a competent technology, distribution will determine who becomes the defacto platform for Pay Per Call. Ingenio has a large jump with AOL.
I think the race is just getting started. Place your bets...
Ingenio's platform fails in several major ways. Not the least of which is the inability to seriously customize the service via automatic processes.
As an advertiser, or buying on behalf of advertisers,
I believe distribtuion will determine the leaders. Granted distribution is tied to publishers which gets back to your statement. However, regardless of current limitations in API or customizing services if ingenio continues to strike deals as big as AOL they will continue to lead the pack. Just my 2 cents anywho.
Is it my imagination or does is seem like search local and pay per call, etc are suddently moving at phenomenal speed?