Method and apparatus to compensate demand partners in a pay-per-call performance based advertising system

A machine-readable medium having stored thereon a set of instructions which when executed by a machine cause the machine to perform a method, the method comprising:

• assigning a telephonic reference to an advertisement on a media channel of a demand partner among a plurality of demand partners, wherein a different telephonic reference is assigned to the advertiser for each different demand partner of the plurality of demand partners;
• assessing a charge to the advertiser for the advertisement based at least in part on telephonic connections to the advertiser via the telephonic reference;
• and
• identifying the demand partner from the plurality of demand partners, to compensate the demand partner using a portion of the charge for the delivery of the advertisement on the media channel, based on the assigning of the telephonic reference for the delivery of the advertisement on the media channel and based on the telephonic connections connected to the advertiser via the telephonic reference.

A computer system comprising:

• a memory;
• and
• at least one processor coupled to the memory to:
• assign a telephonic reference to an advertisement of an advertiser for delivery on a media channel of a demand partner among a plurality of demand partners, wherein a different telephonic reference is assigned to the advertiser for each different demand partner of the plurality of demand partners;
• assess a charge to the advertiser for the advertisement based at least in part on telephonic connections to the advertiser via the telephonic reference;
• and
• identify the demand partner from the plurality of demand partners, to compensate the demand partner using a portion of the charge for the delivery of the advertisement on the media channel, based on the assigning of the telephonic reference for the delivery of the advertisement on the media channel and based on the telephonic connections connected to the advertiser via the telephonic reference.