Marchex, Inc.

John Busby

Ziad Ismail

Amanda Morrison

Govind Ramanathan

Walter Korman

Peter Christothoulou

Russell C Horowitz

Ethan Caldwell

John Keister

A call tracking system and method that uses an automated filtering function to increase accuracy of call tracking. In some embodiments, the system utilizes a spam blocking module, such as a challenge-response test (e.g., a CAPTCHA), a blacklist for callers sharing certain criteria indicative of robo-dialed or spam calls, or other similar spam filter to block unwanted calls from being routed to an advertiser. By using a spam blocking module, the amount of noise in the call tracking system can be reduced and the attribution of calls correspondingly more accurate. In some embodiments, an interactive voice response (IVR) module is utilized to reduce the noise in the system by filtering or blocking unwanted calls. By utilizing an automated filtering function, the disclosed system improves the accuracy of call tracking and allows advertisers to better track the performance of advertising campaigns that they undertake.

Call tracking system utilizing an automated filtering function

A system, method, and computer program product for online advertising, including computing and dynamically updating a cost-per-click (CPC) value of an advertisement for an advertisement traffic source based on a variable; and automatically uploading and distributing the advertisement to the traffic source. The variable includes price, advertisement traffic source, and/or advertiser variables. Further embodiments include dynamically updating an advertisement listing that has a cost-per-acquisition (CPA)-based value with associated CPC or cost-per-1000 (CPM) values; and distributing the advertisement listing to an advertisement distribution network that serves the listing based on the CPC or CPM values. The distribution network includes CPC-based, CPA-based, and/or CPM-based distribution networks. Further embodiments include determining a CPC value for a CPA-based advertisement; and placing the advertisement on an advertising network at the determined CPC based on a ratio of an expected number of conversions at a CPA value divided by a number of clicks at the CPC.

Automatically updating performance-based online advertising system and method

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Seattle, WA, United States of America

John Busby