Looks like a couple of "names" are looking to make PPCall work for them.
That's their goal anyway.
Snippet from the blog...
"Ingenio and Medio are teaming up to “mobilize” Pay Per Call. They’re going to extend the Ingenio Pay Per Call ad network and put “mobile consumers in direct touch with local advertisers”."
If this type of direct-to-local contact works out, it could be a real boon to local businesses with smaller budgets. Much easier to justify continued spending for the adverts when you can directly link to the spend to leads or sales.