FindWhat.com and Ingenio, Inc. have launched a performance-based online advertising solution to simplify online search advertising for businesses with or without Web sites of their own. 

FindWhat.com plans to incorporate Ingenio's technology, processes and systems with its Pay Per Call ad platform that would be distributed through FindWhat.com's network.

FindWhat.com and Ingenio plan to develop and co-market a pay-per-click and Pay Per Call Solution for companies seeking to use both forms of performance-based opportunities.

"Together with Ingenio, our services can offer millions of small-to-medium sized businesses the ability to connect with new customers, through phone calls and/or clicks driven by paid listings on the Internet," says Craig Pisaris-Henderson, chairman and CEO, FindWhat.com.

"Industry leaders like FindWhat.com are recognizing the need for different types of advertising solutions. There are many segments of advertisers and merchants in the market, each with their own set of needs. Those companies who are first to deliver products and services to address those needs will benefit most," says Mark Britto, CEO and president, Ingenio.

The service will be launched in the third quarter of 2004.