No doubt by now you've all been hearing about yesterday's advertising partnership between Google and Ebay.  Both companies recognize the impact that click to call technology can have in creating new kinds of advertising for their customers.  Consumers have absolutely embraced it. And that kind of enthusiasm is music to the ears of any Web giant.

As Leslie Ament, director of the Customer Intelligence Research Practice at Aberdeen Group, told one media outlet, click to call is "a welcome step in allowing advertisers to directly track the ROI from their marketing investments."

With hundreds of global brands using eStara's Click to Call,we see the increase in sales conversions, decrease in website abondonment and improvements in overall customer experience that this technology enables.  Indeed, click to call is transitioning from a "nice-to-have" to a "must-have."

It's logical that Google and Ebay would want to harness this power and we believe it will only accelerate adoption of this technology.  We look forward to seeing their offerings develop in the first half of 2007.

Below are some links to other coverage of yesterday's announcement:

Google and eBay's New Connection, Business Week

EBay Gambles on Google Partnership for Success of Skype, the Internet Phone Service, The New York Times

Google, EBay Partner on Ads, Calling Tool, The Washington Post

Google, eBay Try to Crack Service Market, Associated Press