Abstract: After receiving a directory assistance request from a caller, an attempt is made to determine the identity of the caller. If the caller's identity cannot be determined, a sponsor advertisement is played prior to providing the directory assistance service to the caller. If the caller's identity is determined, multiple advertisements of possible interest to the caller are identified. Each of the multiple advertisements has an associated bid price. An advertisement is selected based on the highest associated bid price. The selected advertisement is then played to the caller.

Abstract: A directory assistance request is received from a caller. A process attempts to determine the identity of the caller. If the caller's identity cannot be determined, a front-end sponsor advertisement is played prior to providing the directory assistance service to the caller. If the caller's identity is determined, the process identifies multiple advertisements of possible interest to the caller. Each of the multiple advertisements has an expected value. An advertisement having the highest expected value is selected and played to the caller.

Abstract: A directory assistance request is received from a caller such that the caller requests a particular business. A process identifies at least one advertisement for a business that competes with the requested business. The advertisement for the competing business is played to the caller. The caller is then given the option of selecting the competing business or the requested business.