While I was hanging out in the cafeteria, Ari Jacoby, president of VoiceStar called me up. Remember Ingenio from the other day? Well, VoiceStar does a lot of that, but Ari claims his cost per signup is a lot cheaper. He also showed me features that I didn’t remember Ingenio showing me (things like you could record each incoming call).

Let me back up first. VoiceStar has an advertising platform. Let’s say you go to Yelp.com and search for Sushi in San Francisco, like this. See the ad at the top of the page? The one with the phone number? Well, if you called that number you would have kicked a few bucks over to the person/company that owns the Website you’re on.

Now, I don’t know how to validate their claims, but clearly these two companies are going to be interesting to watch as the online advertising world gets built out.